Marketing activities of sports figures on social networks and its consequences
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Paper ID : 1804-12THCONG
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1Master of Sports Management, Faculty of physical education and sport sciences. University of Mazandaran, Babolsar, Mazandaran, Iran.
2Associate professor of Sport Management, Faculty of physical education and sport sciences. University of Mazandaran, Babolsar, Mazandaran, Iran.
In recent years, communication and access to information in cyberspace have made fundamental changes in the economic and social life of individuals. Social networks provide many opportunities, such as communication, and customers and organizations can benefit from it. The objective of this study was to present a marketing model in social networks with an emphasis on the presence and activity of sports figures. This research is developmental in terms of purpose and exploratory in terms of strategy, which was carried out qualitatively.
The research population consisted of research documents and professors and elites in the field of sports management with the orientation of marketing in sports who were purposefully selected with the snowball method and were subjected to semi-structured interviews. Based on the grounded theory and according to the studies, research background, and data taken from the interviews, the research team considered the Glaser method as an appropriate method for analyzing the data. Data coding was performed in three steps and five participants confirmed the validity and reliability of the codings by confirming the research findings.
The results showed that the obtained model consists of three parts, that the first part of the model, provide 9 categories of the possibility of marketing activities of sports figures in social networks. In the second part of the model, 4 categories of marketing development of the activities of sports figures are listed, and in the third part of the model, two categories of economic development of social networks are described.
Managers and sports officials can greatly contribute to economic development and marketing in cyberspace and social networks with the results of research and providing the possibility of the presence of sports figures and strengthening the maximum presence of the general public on social networks.