Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services
Sports institutions in Indonesia have yet to fully embrace digital channels for disseminating and promoting their services to the public. Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the req...
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| Veröffentlicht in: | Retos (Madrid) 2024-01, Vol.57 (57), p.264-270 |
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| container_issue | 57 |
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| container_title | Retos (Madrid) |
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| creator | Fathoni, Abi Fajar Adi, Sapto Mu'arifin, Mu'arifin Yunus, Moch Cholifah, Puri Selfi |
| description | Sports institutions in Indonesia have yet to fully embrace digital channels for disseminating and promoting their services to the public. Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. In summary, the SHC app proves highly conducive to the digitalization of sports institutions, significantly enhancing their publication and marketing initiatives. Keywords: digitalization of sports, publication, marketing, sports services, shc app |
| doi_str_mv | 10.47197/retos.v57.107051 |
| format | Article |
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Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. 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Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. This digital object is accessible without charge, but its use is subject to the licensing conditions set by its authors or editors. Unless expressly stated otherwise in the licensing conditions, you are free to linking, browsing, printing and making a copy for your own personal purposes. All other acts of reproduction and communication to the public are subject to the licensing conditions expressed by editors and authors and require consent from them. Any link to this document should be made using its official URL in Dialnet. 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Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. In summary, the SHC app proves highly conducive to the digitalization of sports institutions, significantly enhancing their publication and marketing initiatives. 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| identifier | ISSN: 1579-1726 |
| ispartof | Retos (Madrid), 2024-01, Vol.57 (57), p.264-270 |
| issn | 1579-1726 1988-2041 1988-2041 |
| language | eng |
| recordid | cdi_dialnet_primary_oai_dialnet_unirioja_es_ART0001687276 |
| source | Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; Dialnet |
| subjects | aplicación shc digitalización del deporte digitalization of sports marketing publicación servicios deportivos shc app sports services |
| title | Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services |
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