نقش عوامل اجتماعی بر مبادله دانش ضمنی و اثربخشی بازاریابی شرکت های ورزشی: (مطالعه موردی برند ورزشی مجید)

نظری, رسول; مشکل گشا, الهام; فردی پور, رضا

doi:10.30473/jsm.2019.43043.1289

نقش عوامل اجتماعی بر مبادله دانش ضمنی و اثربخشی بازاریابی شرکت های ورزشی: (مطالعه موردی برند ورزشی مجید)

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه آزاد اسلامی، واحد اصفهان

² استادیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه آزاد اسلامی، واحد مبارکه

³ کارشناس ارشد مدیریت ورزشی دانشگاه آزاد اسلامی واحد اصفهان

10.30473/jsm.2019.43043.1289

چکیده

هدف از پژوهش بررسی نقش کیفیت ارتباطات میان کارکردی و فرصتهای اجتماعی سازی به عنوان عوامل اثرگذار بر مبادله دانش ضمنی و اثربخشی بازاریابی می باشد. پژوهش از نوع تحقیق کاربردی، از نظر استراتژی توصیفی و از نظر اجرا پیمایشی است، جمع آوری اطلاعات به روش میدانی و از طریق ابزار پرسشنامه انجام شد. محیط پژوهش شرکت تولید کننده و فروشنده محصولات ورزشی مجید بود. جامعه آماری پژوهش فروشندگان ورزشی بودند، ابزار گردآوری اطلاعات، پرسش نامه بود،‌ نمونه آماری 144 نفر از فروشندگان ورزشی می باشد. اطلاعات بوسیله نرم افزارهای ایموس مورد تجزیه و تحلیل قرار گرفت. یافته ها نشان داد که متغیرهای کیفیت ارتباطات میان کارکردی و فرصتهای اجتماعی سازی با اثربخشی بازاریابی به طور مستقیم و همچنین به طور غیر مستقیم از طریق اثر متغیر میانجی مبادله دانش ضمنی رابطه مثبت دارد. نقش میانجی مبادله دانش ضمنی در رابطه بین کیفیت ارتباطات میان کارکردی و فرصت های اجتماعی سازی با اثربخشی بازاریابی نقش تاثیر گذار می باشد. به طور کلی پیشنهاد می گردد مدیران بازاریابی و فروش راهبردهایی را در جهت ارتقای اثربخشی بازاریابی از طریق افزایش سرمایه گذاری بر روی ارتباطات میان کارکردی و فرصت های اجتماعی سازی مد نظر قرار دهند.

کلیدواژه‌ها

20.1001.1.23455578.1398.6.3.5.4

عنوان مقاله [English]

The Role of Social Factors in the Exchange of Tacit Knowledge and Marketing Effectiveness of Sports Companies (Case Study: Majid Sport Brand)

نویسندگان [English]

Rasool Nazari ¹
Elham Moshkelgosha ²
Reza Fardipoor ³

¹ Associate Professor of Sport Management, School of Sport Sciences, Islamic Azad University, Isfahan Branch

² Assistant Professor of Sport Management, School of Sport Sciences, Islamic Azad University, Mobarakeh Branch

³ M.A. of Sport Management, Islamic Azad University, Isfahan Branch

چکیده [English]

The aim of this study was investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of inter functional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. The results show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. In general, it is recommended that marketing and sales managers consider strategies to improve marketing effectiveness by increasing investment in inter-functional communication and socializing opportunities.

کلیدواژه‌ها [English]

Effectiveness
Communication
Socialize
Marketing
Majid Sport Brand

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