The Effect of Virtual Networks on The Marketing of Bodybuilding Sports Products and Supplements in Alborz Province

Document Type : Original Article

Authors

1 , Department of Physical Education and Sport Sciences, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran

2 Senior expert in education of Alborz province

3 Department of Sports Sciences, Faculty of Social Sciences, Imam Khomeini International University , Qazvin, Iran

4 Human sciences faculty, islamic azad university, Buinzahra,Iran

Abstract

The purpose of this research was to investigate the effect of virtual networks in the marketing of bodybuilding sports products and supplements in alborz province. The current research was descriptive and comparative causal research (post-event) and applied in terms of purpose. The statistical population of this research includes all the companies and sports institutions of Alborz province that were producers and sellers of sports supplements products. Also, sports marketing experts and some university professors in the field of sports management were also selected as the statistical population of the research, and 373 people were selected as statistical samples. In this research, the standard questionnaire "Role of Virtual Networks (Internet) in Sports Marketing"was used to collect information. This questionnaire included 24 questions on a five-point Likert scale, including five components of production, distribution, promotion, price, and brand value. To measure the reliability of the measurement tool, two methods of internal consistency and retesting were used. Convergent validity and discriminant validity were used to check the instrument's validity.Also, the results of the path analysis showed that the production factor with an impact of 0.325 was the most important and the brand equity factor with an impact of 0.193 was the least important factor in the role of virtual networks in the marketing of sports products and supplements. It is suggested that sports marketers use the Internet for the development of marketing mix in order to be more profitable

Keywords

Sport Sciences and Health Promotion
Volume 1, Issue 1 - Serial Number 1
September 2023
Pages 35-50

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