Identify of Effective Factors on Development of Electronic Marketing Capability in Professional Sport of Ir. Iran

ABSTRACT: The goal of this study was identifying Identify of Effective Factors on Development of Electronic Marketing Capability in Professional Sport of Ir. Iran. This study is Descriptive, and, in view of objective, current research is practical. A questionnaire, which made by the researcher, based on Likert 5 option scale, and its validity is confirmed by professionals and professors; moreover, its reliability is examined by Cronbach’s alpha test. Populations consist of 2 groups (80 people), which involve Faculty members of Marketing Management field (20 peoples) and Faculty members of Sport Management (60 people) field. Among 110 distributed questionnaires, 80 ones were filled out and returned. In regard to limitation of populations, the number of samples was equals to populations and sampling method is all-counting. Descriptive statistics are utilized for describing Demographic status of respondents and their responses to research questions as well, and Partial least squares regression test are used in inferential statistics. For this reason, Lisrel, MS-Excel and SPSS version 18 Softwares are operated. The Results Showed that factor’s include, Management Factors, knowledge Management, Costumer Relationship Management, Strategies, Environmental and Competitive Factors, Website features, Organizational Culture, Supply Chain Management, Brand Factors and resources, with significant Priorities respectively, were effective factor’s on Electronic marketing capability of of Professional Sport Iran.