Impact of Digital media on the Sports Marketing: A Case Study of Govt. Institutes of Punjab Province

Authors

  • Shamshaid Ahmed MPhil Scholar, Department of Physical education and sport science, Sarhad university Peshawar, Peshawar, NWFP, Pakistan
  • Muhammad Hamza MPhil Scholar Department of Physical education and sport science, University of Punjab, Lahore, Punjab, Pakistan
  • Mufsceela Shareef MPhil Scholar Department of Physical education and sport science, University of Lahore, Lahore, Punjab, Pakistan

DOI:

https://doi.org/10.47205/jdss.2023(4-I)46

Keywords:

Government Institute, Sports Marketing, Socialization

Abstract

The objective of this research is to observe the impact of social-media on sports marketing.
The Primary data is used in this research and have been collected through more prefer-able method i.e., questionnaire method. The research population was formed by all sport students on the different institute of Govt. sectors. Two-stage cluster sampling is used to collect the data. The selected clusters size is 384. For evaluation SPSS 21.0 was used. For the description of data, we present summary, and for checking the impact we perform multiple tests like Factor Analysis, Correlation, Neural Network and Regression Analyzes. There is a positive and significant relationship between getting information from social media networks of institutes and fans’ consuming behavior tendency and significant relationship between “Getting Information, Communication, Sharing with, Perception of Supporter, Spending Time factors and institute’s Licensed Product Preferences Tendency” factors.

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Published

2023-03-31

Details

    Abstract Views: 84
    PDF Downloads: 55

How to Cite

Ahmed, S., Hamza, M., & Shareef, M. (2023). Impact of Digital media on the Sports Marketing: A Case Study of Govt. Institutes of Punjab Province. Journal of Development and Social Sciences, 4(1), 507–520. https://doi.org/10.47205/jdss.2023(4-I)46

Issue

Vol. 4 No. 1 (2023): January to March

Section

Articles

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