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Journal of Social, Management and Tourism Letter
JSMTL 2022, 13 pages - Article ID: JSMTL-2211302112829
The Effect Of Entrepreneurial Marketing On The Financial Performance Of Product Manufacturers Sports With The Mediating Role Of Information Technology
Faculty of Human Science, Islamic Azad University, Ghaemshahr, Iran
ABSTRACT
The current research method is correlational and applied, conducted in the field using structural equations. The statistical population included the manufacturers of sports products, of which 320 manufacturers were considered as a sample from the whole country (Iran) through available sampling. Finally, 292 questionnaires were received in physical and electronic form. To collect data from the standard questionnaires of entrepreneurial marketing (Morris, 2002), Information technology (Noo, 1990) and financial performance (Azizi, 2011) were used. Content validity and reliability of the questionnaire were confirmed by calculating Cronbach’s alpha coefficient (more than 0.7). AMOS software was used for data analysis. The results show Entrepreneurial marketing has had a significant direct and indirect effect (mediated by information technology) on financial performance. Finally, the model had a good fit. In general, producers who adopted a combination of entrepreneurial marketing strategy and information technology had a better and more rational financial performance by taking advantage of attractive entrepreneurial opportunities. According to the research results, it is suggested that producers improve their financial performance to factors hidden in information technology to pay attention to upgrade and updating sports products.