The skill traning: Driving the application of artificial intelligence in electronic marketing (Case study: The sports industry)

The main objective of the present research is to identify the drivers of artificial intelligence application in electronic marketing within the sports industry. To achieve this goal, a qualitative research method with a content analysis strategy was employed. Participants in this study collaborated using interview tools until theoretical saturation was reached, resulting in 12 interviews. The validity and reliability of the qualitative research were established through the use of the open-coding method and inter-coder agreement. The research findings indicate that factors such as "learning and training skills, research and development, standardization, adoption and utilization of intelligent technologies, branding, infrastructure development, AI startup incubation, coaching, AI-related academic training, cultural transformation, informed and literate management, organizing informative sessions, employing integrated marketing, expanding customer communication channels, increasing government support, investment, tax incentives, research budget allocation, enhancing operational efficiency, and fostering motivation and hope" serve as drivers for the expansion of AI application in electronic marketing. Based on the research results, practical recommendations have also been provided.