The effect of the quality of electronic marketing in social networks on increasing the number of female customers of sports clubs in Sistan and Baluchistan province

Today, it has been observed that the development and diffusion of information technology is different in different societies and the reasons for this difference are in the rate of acceptance and use of technology, which has been the subject of various researches. The general aim of the research was the effect of the quality of electronic marketing in social networks on increasing the number of female customers of sports clubs in Sistan and Baluchistan province. Due to the fact that library study methods and field methods such as questionnaires have been used in this research, it can be stated that the current research is a descriptive-surveillance research based on its nature and method. The research variables are in the same conditions as they are; It was examined and no dimensions were added to it.Also, considering that in this research, numbers and statistical methods were used to test the hypotheses; Therefore, it can be stated that the current research is quantitative in terms of data collection; Since no accurate statistics of the target population were found, and according to Cochran's formula, ۳۸۴ people were considered as a statistical sample under uncertain conditions. The research tool included Saaduddin's standard questionnaire (۲۰۱۳) which has ۳۶ questions. The questionnaire is based on a ۵-point Likert scale that includes ۵ ranges (very low, low, medium, high, very high). who assigned scores of ۵, ۴, ۳, ۲, ۱ respectively from very low to very high. For content validity, the questionnaires were first given to ۵ physical education and sports science professors to judge the content of the questions and their compatibility with the research objectives. In this research, to increase the reliability of the questionnaire, it was first piloted on ۳۰ people and Cronbach's alpha coefficient was obtained for the entire questionnaire at ۰.۸۵, which indicates the high internal validity and correlation of the items. Questionnaire was used to collect data and descriptive statistics, measurement model test and structural model test were used to analyze the collected data. According to the results obtained in the structural equation model, individual characteristics, interpersonal characteristics, message characteristics, situational characteristics, and the characteristics of sports clubs with social media advertising activities have a positive and significant effect on women's decision to participate in sports classes. Therefore, sports managers and marketers are advised to pay special attention to the role of the Internet and social networks in relation to electronic marketing.

کلیدواژه ها:

Electronic marketing ، social networks ، sports clubs ، women's sports