Oral / Poster Presentation File
Assistant professor, Department of physical education farhangiyan university, Shahid Chamran pardis
Objective: The purpose of this study was to investigate the role of strategic thinking and financial intelligence of managers on the development of e-marketing of sports federations.
Methodology: The study was an applied and correlational research based on structural equation modeling. The population was all managers, experts and bosses of sports federations in Iran that according to Morgan table, 282 people were included by available sampling method. In order to collect information, we used the questionnaire of demographic characteristics, strategic thinking questionnaire (Goldman, 2001), financial intelligence questionnaire (Popovis et al., 2012) and digital marketing questionnaire (Ekhtiaraddin, 2017). In order to analyze the data, we used descriptive statistical methods (percentages, mean, standard deviation, etc.) and inferential methods (Pearson correlation test and structural equation modeling). In the descriptive statistics section and the study of the relationship between research variables, SPSS software version 25 was used and AMOS software version 24 was used to design the research model.
Results: The results showed that the state of strategic thinking and e-marketing is in good condition but the state of financial intelligence is unsuitable (unfavorable). It was also found that strategic thinking has a significant positive effect on e-marketing (Sig = 0.001, t = 3.961), managers' financial intelligence has a significant positive effect on the development of e-marketing (Sig = 0.001, T = 513.0), and strategic thinking has a significant positive effect on the financial intelligence of managers (Sig = 0.001, t = 4.139). In addition, it was found that managers' strategic thinking through the mediating variable of managers' financial intelligence has a significant positive effect on the development of e-marketing.
Conclusion: Due to the gap in the research background, this study can be used to complete the theoretical foundations of sports marketing and organizational behavior. Practically, managers and relevant organizations can take advantage of the results to develop e-marketing in the sports federations.
