Examining the Mediating Role of Agile Marketing on the Relationship Between Relative Advantage and Competitive Advantage and the Adoption of Digital Marketing of Sports Products

Mortazi, Reza; Seyedalinejad, Azadeh; Jalilvand, Mohamad

doi:10.30473/jsm.2022.64488.1638

Document Type : Research Paper

Authors

¹ PhD Student in Sports Management, Hamadan Branch, Islamic Azad University, Hamadan, Iran

² Assistant Professor, Department of Physical Education and Sports Sciences, Hamadan Branch, Islamic Azad University, Hamadan, Iran

https://doi.org/10.30473/jsm.2022.64488.1638

Abstract

The present study was designed and conducted to investigate the mediating role of agile marketing in the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing for sports products. This research is a descriptive, applied study conducted in the field. The statistical population includes all customers of sports products. Due to the large size and uncertainty of the population, a sample of 384 customers from Hamadan city was selected using Morgan’s table for an unlimited population, through multi-stage random sampling.
Standardized questionnaires were used for data collection. To analyze the data, structural equation modeling with PLS software was employed. The results indicated that agile marketing fully mediates the relationship between relative advantage, competitive advantage, and the acceptance of digital marketing of sports products. Based on these findings, it is concluded that promoting collaborative decision-making and establishing conditions that foster trust can enhance the acceptance of digital marketing in the sports products sector.

Keywords

Main Subjects

Sport Advertising

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Communication Management in Sport Media

Examining the Mediating Role of Agile Marketing on the Relationship Between Relative Advantage and Competitive Advantage and the Adoption of Digital Marketing of Sports Products

References

References

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 181-192

Examining the Mediating Role of Agile Marketing on the Relationship Between Relative Advantage and Competitive Advantage and the Adoption of Digital Marketing of Sports Products

References

References

Volume 12, Issue 1 - Serial Number 45November 2024Pages 181-192

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 181-192