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
Abstract
The present study was designed and conducted to investigate the mediating role of agile marketing on the relationship between comparative advantage and competitive advantage and acceptance of digital marketing of sports products. The present study is a descriptive research that from the perspective of purpose is one of the applied research that was conducted in the field. The statistical population of the study consists of all customers of sports products. Due to the size of the statistical population and the uncertainty of its number, the statistical sample was selected based on Morgan sample size determination table for an unlimited population of 384 customers in Hamedan, which was randomly selected as a multi-stage cluster. Were selected. In order to collect information in the present study, a questionnaire of 21 questions (1400) was used to assess agile marketing. This questionnaire measures 5 variables of supply chain agility (4 questions), integrity (4 questions), agile management (2 questions), flexibility (3 questions) and marketing methods (7 questions). The 6-item Nosir and Al-Jumah (2020) questionnaire was used to measure competitive advantage, the 3-item Nosir and Al-Jumah (2020) questionnaire was used to measure comparative advantage, and the 4-item Nosir and Al-Jumah (2020) questionnaire was used to measure digital marketing acceptance. In order to analyze the data of the present study, the structural equation method was used. According to the results of the present study,
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