Document Type : Research Paper
Authors
1 MSc. in Sports Management, Payame Noor University, Tehran Iran.
2 Prof. in Department of Sport Management, Payame Noor University, Tehran, Iran.
3 Assistant Professor in Department of Sport Management, Payame Noor University, Tehran, Iran.
4 Ph.D. of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
Abstract
. This research in terms of purpose was applied; in terms of data collection, it was descriptive and correlational studies and specifically based on structural equation model. The statistical population of this study included graduate students of sports management in Tehran state universities, experts of Tehran Municipality Sports Organization, and the General Boards of Tehran Province who worked in the field of sports marketing and public sports. Random sampling method was available and to the sample Proportionate to the size of the community which was unlimited and based on Krejcie and Morgan table, 384 people were selected as the sample and the same number of questionnaires were distributed among the statistical population. A researcher-made questionnaire was used for data collection, which was designed based on Lee and Park (2007) "Integrated Marketing Communication" questionnaire, "Integrated Marketing Communication Causal Model Test" (IMC) questionnaire, and Questionnaire "Consumer purchase Behavior" Izadparast (2019). The factual and content validity of the research tools was confirmed by a group of professors and its reliability was confirmed by Cronbach's alpha coefficient. According to the results of one-sample t-test, all variables of integrated marketing communication including advertising (t = 5.70), promotion (t = 4.309), personal selling (t = 13.40), direct marketing (t = 10.03) had a positive and significant role in the development of public sports, but the variable of public relations (t = 0.829) had no significant relationship.
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