The role of managers strategic thinking and financial intelligence in the development of e-marketing for sport federations

The importance of marketing has increased due to the growth of production and the consequence of competition in the market. There is no doubt that our lives without marketing deprive us of many valuable things.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.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, ۲۸۲ people were included by available sampling method. In order to collect information, we used the questionnaire of demographic characteristics, strategic thinking questionnaire (Goldman, ۲۰۰۱), financial intelligence questionnaire (Popovis et al., ۲۰۱۲) and digital marketing questionnaire (Ekhtiaraddin, ۲۰۱۷). 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 ۲۵ was used and AMOS software version ۲۴ was used to design the research model.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 = ۰.۰۰۱, t = ۳.۹۶۱), managers financial intelligence has a significant positive effect on the development of e-marketing (Sig = ۰.۰۰۱, T = ۵۱۳.۰), and strategic thinking has a significant positive effect on the financial intelligence of managers (Sig = ۰.۰۰۱, t = ۴.۱۳۹). 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.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.

کلیدواژه ها:

Electronic Marketing ، Strategic thinking ، Financial Intelligence ، Sports Federation