Effective Factors on Development of Electronic Marketing Capability in Professional Sport of Iran

The study is to identify the effective factors on development of electronic marketing capability in professional sport of Iran. This study is a descriptive, and in view of objective, is a practical research. A questionnaire was made by the researcher, based on Likert 5 option scale, and its validity is confirmed by professionals and professors. Moreover, its reliability is examined by Cronbach’s alpha test. Populations consist of 2 groups (80 people), which involve Faculty members of Marketing Management field (20 peoples) and Faculty members of Sport Management (60 people) field. In regard to limitation of populations, the number of samples was equals to populations and sampling method is all-counting. Descriptive statistics are utilized for describing Demographic status of respondents and their responses to research questions as well, and Partial least squares regression test are used in inferential statistics. For this reason, soft wares as PLS, MS-Excel and SPSS version 18 are operated. The Results Showed that factors include management factors, knowledge management, customer relationship management, strategies, environmental and competitive factors, website features, organizational culture, supply chain management, brand factors and resources, with significant priorities respectively, were effective factors on electronic marketing capability in professional sport of Iran.