The role of demographic characteristics and digital literacy in the digital marketingof sports cafes and shops

The purpose of this study was to investigate the role of demographic characteristics and digital literacy in digital marketing of sports cafes and shops. The research method was descriptive correlation. The statistical population of the study includes; All the officials, managers and owners of cafes and sports shops were in the three provinces of Golestan, Mazandaran and Gilan. Sampling was available in such a way that 990 invitation links were sent to the owners, managers and sellers of cafes and sports shops, and finally 122 reliable questionnaires were collected and analyzed. The instruments used were two questionnaires: digital marketing (Shakoori and Mohammadi, 2018) and digital literacy (Tohidi Asl, 2012). Appearance and content validity of both questionnaires were performed by experts and professors and the structural validity of the questionnaires was done using confirmatory factor analysis. Cronbach's alpha of the Digital Marketing Questionnaire and the Digital Literacy Questionnaire of 0.832 and 0.930 also confirmed their reliability. Questionnaires were designed, distributed and collected online on the online website. Data analysis was performed using correlation tests and regression analysis. The results showed that among the demographic characteristics, age and education level variables play a role in digital marketing. The results of regression analysis also confirmed the significant impact of digital literacy and its levels on digital marketing. According to the findings, all cafes and sports shops are recommended to use younger and more educated people who have a higher level of digital literacy, and to consider digital literacy promotion courses for them.