Sport Communication
shafagh Abolghasemi Atany; Maysam Rahimizadeh; Amir Hossein Monazami
Abstract
ABSTRACT
In the dynamic and competitive world of the sports industry in Iran, electronic commerce has emerged as a prominent and novel tool for the transformation and improvement of marketing processes with artificial intelligence. Accordingly, this research delves into the role of these innovative patterns ...
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ABSTRACT
In the dynamic and competitive world of the sports industry in Iran, electronic commerce has emerged as a prominent and novel tool for the transformation and improvement of marketing processes with artificial intelligence. Accordingly, this research delves into the role of these innovative patterns in the development of the sports industry in Iran and the creation of new opportunities for businesses in this field.This study is application-oriented and employs a qualitative approach with content analysis. Interviews were conducted as the primary data collection method, involving 12 participants who are experts in the fields of sports and marketing. According to the research findings, the implications include cost reduction, improved human resource management, enhanced performance, better planning and budget management, accelerated employment generation, achieving targeted planning, effective customer communication, practical use in biomechanics and kinesiology, development of universal and championship sports, broad market access, diversity, speed in selection, increased sales, transitioning from knowledge to artificial intelligence-driven wisdom. The study also provides practical recommendations based on the research results.