Document Type : Original Article
Authors
1 PhD Student of Sport Management, Department of Physical Education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
2 Assistant Professor of Sport Management, Department of Physical Education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
3 Assistant Professor of Statistics, Department of Statistics, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
4 Assistant Professor of Sport Management, Department of Physical Education, Research Institute of Physical Education and Sport Sciences, Tehran, Iran.
Abstract
Purpose: Today, due to the potential of networks and social media, marketing has experienced significant growth in them. However, the mechanism by which a sports equipment manufacturing company can engage in this field is uncertain. Therefore, this study aimed to present an electronic marketing model based on social networks in sports equipment manufacturing companies.
Methodology: This research was conducted qualitatively using a structural-functional analysis approach at the strategic level. The participants consisted of experts in sports marketing, media, and sports equipment production, and a snowball sampling method based on theoretical saturation was used to select 18 of them. The data collection tool was a semi-structured interview, and its validity, transferability, reliability, and conformability were examined. The data was analyzed using the coding method.
Findings: We showed the company's marketing model production of sports equipment in the network social functions subject to five main aspects (opportunity, targeting, setting up, monitoring and optimization, and threats), and there are 19 major categories. This result showed electronic marketing based on social networks in the company production of sports equipment is a systemic process. Based on this, it is suggested that the company producing sports equipment is made for optimal use of the opportunity. The existing part of their marketing actions is the fluency of the media in social activities while keeping pace with statistics and content steps that are based on the opinion of experts, monitoring the threats in this area, and as much as possible based on the reasons for the political conditions of the country from the all-round presence on the platform foreigners should be avoided and if possible, in the network internal social activities to operated.
Originality: This study helps to understand how companies producing sports equipment can effectively use social networks for marketing purposes.
Keywords
Main Subjects
- Abdoli, M., Bodaghi Khajenobar, H., Rostamzadeh, R., & Modares Khiyabani, F. (2022). Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry. Media Studies, 16(4), 108-122. [In Persian]. https://doi.org/10.30495/mediastudies.2022.60291.1381
- Alam, Z., Seyed Ameri, M. H., Khabiri, M., & Amiri, M. (2018). Designing Social Media Marketing Model of Iran's Pro League Football Clubs. Sport Management Studies, 10(50), 125-144. [In Persian]. https://doi.org/10.22089/smrj.2018.1388
- Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022). Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator. SAGE Open, 12(1), 21582440211067220. [In Persian]. https://doi.org/10.1177/21582440211067220
- Amanati, A., Sajjadi, S. N., Rajabi Noosh Abadi, H., & Hamidi, M. (2020). Designing social media sports marketing model. New Trends in Sport Management, 8(29), 73-86. [In Persian]. http://ntsmj.issma.ir/article-1-1451-en.html
- Atker, S., Bailey, J., Mayhan, S., & Eke, E. (2022). The Influence of Social Media Analytics on Businesses and Sports. https://doi.org/10.2139/ssrn.4092009
- Bokhare, A., & Metkewar, P. (2014). State-of-the-Art: E-Marketing Types, Practices, Emerging Trends and Technologies. International Journal of Engineering, Business and Enterprise Applications (IJEBEA), 11(1), 58-63. https://www.semanticscholar.org/paper/State-of-the-Art%3A-E-Marketing-Types%2C-Practices%2C-and-Bokhare-Metkewar/70ca62dde316a5af6d8fa77bf87bcdcdb1c9bee6
- Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 1-13. https://doi.org/10.1016/j.ijinfomgt.2020.102103
- D'Attoma, I., & Ieva, M. (2020). Determinants of technological innovation success and failure: Does marketing innovation matter? Industrial marketing management, 91, 64-81. https://doi.org/10.1016/j.indmarman.2020.08.015
- Duff, B. R., & Segijn, C. M. (2019). Advertising in a media multitasking era: Considerations and future directions. Journal of Advertising, 48(1), 27-37. https://doi.org/10.1080/00913367.2019.1585306
- Fernández, P., Hartmann, P., & Apaolaza, V. (2022). What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda. International Journal of Advertising, 41(3), 385-413. https://doi.org/10.1080/02650487.2021.1947016
- Fesanghari, J., Norouzi Seyed Hossini, R., Saffari, M., & Kozechian, H. (2021). Developing a Comprehensive Model of Marketing of Recreational Sports: A Technology-Based Approach. Jounal of Marketing Management, 16(53), 87-107. [In Persian]. https://jomm.srbiau.ac.ir/article_18554.html?lang=en
- Javani, v., & Nayyeri, S. (2022). A Study of Marketing of Sports Service Brands on Instagram: The Case of Enghlab Sport Complex. Communication Management in Sport Media, 9(4), 28-40. [In Persian]. https://doi.org/10.30473/jsm.2021.55967.1477
- Jobber, D., & Ellis-Chadwick, F. (2019). EBOOK: Principles and Practice of Marketing, 9e. McGraw-Hill Education. https://books.google.com/books?id=IMovEAAAQBAJ
- Kamandi, A., & NiyakanLahiji, A. (2019). Electronic marketing (Second ed.). Simai Danesh Publications. [In Persian].
- Kapnia, K. (2022). The rise of social media marketing and its impact on consumer purchasing behavior in sports apparel. [Master Thesis, Degree Programme in International Business]. https://www.theseus.fi/handle/10024/748210
- Körkkö, A. (2022). Impact of Social Media on Sports Marketing [Bachelor’s Program in International Business, Alato University]. https://aaltodoc.aalto.fi/handle/123456789/114258
- Kowalski, S. (2022). The importance of viral marketing in managing communication in sport. Journal of Education, Health and Sport, 12(5), 261-272. https://doi.org/10.12775/JEHS.2022.12.05.020
- Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. SAGE Publications. https://books.google.com/books?id=2oA9aWlNeooC
- Mohammed, R. (2004). Internet Marketing: Building Advantage in a Networked Economy. McGraw-Hill Companies,Incorporated. https://books.google.com/books?id=eWNaAAAAYAAJ
- Nasiri, M., & Dastoom, S. (2020). Designing the a native pattern and presention the executive framework of citizenship sport development in Anzali city. Sport Management and Development, 9(2), 156-173. [In Persian]. https://doi.org/10.22124/jsmd.2020.4366
- Nazari, R., Moshkelgosha, E., & Loghmani, M. (2023). Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model. Sports Business Journal, 3(4), -. [In Persian]. https://doi.org/10.22051/sbj.2023.44499.1113
- Nejadfarahani, M. (2015). Marketing structures of social networks. New ideas in science and technology, 1(2), 1-21. [In Persian]. https://www.sid.ir/paper/505202/fa
- Ong, W., & Leng, H. K. (2022). Social Media Marketing Strategies of Football Clubs: Limitations of Social Influence. International Journal of Technology and Human Interaction, 18(1), 1-10. https://doi.org/10.4018/IJTHI.297618
- Pereira, J., Rodrigues, R. G., Duarte, P., & Gouveia, A. (2022). Social Media Marketing of Football Clubs: A Study with Portuguese Football Clubs—SL Benfica, FC Porto, and Sporting CP. Marketing and Smart Technologies, Singapore.
- Peters, R. (1954). MERTON, R. K. -Social Theory and Social Structure. Mind, 63(n/a), 281.
- Piché, M. C., & Naraine, M. L. (2022). Off the Court: Examining Social Media Activity and Engagement in Women’s Professional Sport. International Journal of Sport Communication, 15(1), 23-32. https://doi.org/10.1123/ijsc.2021-0069
- Ritzer, G., & Stepnisky, J. (2017). Sociological Theory. SAGE Publications. https://books.google.com/books?id=cWPgDQAAQBAJ
- Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15-26. https://doi.org/10.1016/j.ijresmar.2019.08.002
- Saberi, A., Fathi, M. R., Sobhani, S. M., Kargaran, S., & Rajabpour, E. (2023). The Sport-for-All Development Strategies Based on Social Marketing Approach. Sports Business Journal, 3(2), 93-114. [In Persian]. https://doi.org/10.22051/sbj.2023.43271.1087
- Sohrabi, Z., Moharramzadeh, M., Naghizadeh Baghi, A., & Azizian Kohn, N. (2023). Strategic Business Development Model of Iran's Professional Sports. Sports Business Journal, 3(2), 71-92. [In Persian]. https://doi.org/10.22051/sbj.2023.42901.1072
- Trattner, C., & Kappe, F. (2013). Social Stream Marketing on Facebook : A Case Study. International Journal of Social and Humanistic Computing, 2(1), 86-103. https://doi.org/10.1504/IJSHC.2013.053268
)