نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
2 دکتری مدیریت ورزشی دانشگاه ارومیه
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Sports startups play an unparalleled role in the development of today's societies and various aspects and characteristics of marketing can be related to the performance of these businesses. In this regard, the present study was conducted with the aim of modeling the relationship between storytelling marketing and marketing intelligence with the performance of sports startups. This research is of an applied, descriptive and correlational type that was conducted in the field. The statistical population of this study was all employees, managers, experts and activists in the field of sports startups. Considering the number of the statistical population, which was 460 people and using the Krejci and Morgan table, 210 people were determined as a statistical sample and selected using stratified random sampling. The data collection tools were the storytelling marketing questionnaires of Sehat and Khairy (2019), marketing intelligence of Venter and Renzberg (2014) and the performance of sports startups of Hersey et al. (2001). Data analysis was also performed using descriptive statistics and structural equation modeling tests in SPSS23 and SmartPLS3.1.1 software at a significance level of 0.05. The results of the study showed that the research model has a good fit and that storytelling marketing (t=11.415) and marketing intelligence (t=8.792) have a direct and significant relationship with the performance of sports startups. Therefore, using storytelling marketing and marketing intelligence to improve the performance of sports startups is very useful and effective and helps them on their way to success.
کلیدواژهها [English]
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