The Impact of Using Electronic Marketing on the Performance of Sports Businesses (Case study: Revolution Sports Complex)

The aim of this study was to investigate the effect of using electronic marketing on the performance of sports businesses in the Revolution Sports Complex. The present research is applied in terms of purpose and descriptive in terms of method. The statistical population of this research is the customers of Enghelab Club with 1000 people who have a membership card of this club and use the services of this collection continuously. Using Cochran's formula, 287 people were selected as the sample. In this research, a researcher-made questionnaire with 28 items was used, which was compiled based on a five-point Likert scale. Content validity method was used to check the validity of the questionnaire. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Also, the obtained data were analyzed using SPSS and Smart PLS statistical software. The results of the analysis showed that online shopping has a positive and significant effect on the performance of Revolution Sports Complex services. Electronic advertising has a positive and significant effect on the performance of Revolution Sports Complex services. Social media communication has a positive and significant effect on the performance of Revolution Sports Complex services. News agency websites have a positive and significant effect on the performance of Revolution Sports Complex services. Online and offline channels (TV, radio, etc.) have a positive and significant effect on the performance of Revolution Sports Complex services. Multimedia strategies and technology have a positive and significant effect on the performance of Revolution Sports Complex services.