Document Type : Original Article
Authors
1 Doctoral Graduate, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
2 Professor Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
4 Associate Professor, Department of Sports Management, Payame Noor University, Tehran, Iran.
Abstract
Objective: The present study aims to identify the barriers to the use of social media in the development of sports businesses within a framework.
Methodology: The research employs an exploratory mixed-method approach (qualitative and quantitative), utilizing thematic analysis for the qualitative part and structural equation modeling for the quantitative part. The qualitative sample consisted of university professors and owners of sports businesses, with 17 individuals selected after reaching theoretical saturation. In the quantitative phase, 417 individuals, including professors, graduates, and postgraduate students in sports management and marketing from across the country, were selected as the sample. The research tools included semi-structured interviews for the qualitative part and a 32-item researcher-designed questionnaire derived from the qualitative findings for the quantitative part, with both content and construct validity confirmed, and reliability determined to be 91% using Cronbach's alpha. Data analysis was conducted using SPSS and Amos version 24.
Findings: A total of 151 open codes were extracted in this study, categorized into 7 variables. In the quantitative analysis, their prioritization included filtering restrictions, legal and regulatory barriers, political and economic obstacles, management challenges, cultural and social limitations, and deficiencies in technological infrastructure. Only insufficient knowledge regarding social media did not have a significant effect.
Originality: This research adopts an innovative approach to identifying the barriers to the use of social media in sports businesses in Iran. Unlike previous studies that have mainly focused on the benefits of social media, this research comprehensively identifies the existing challenges in this area and provides practical solutions for overcoming them. Given the specific conditions of sports businesses in Iran, this study can contribute to improving the management of these barriers and fostering their sustainable development..
Main Subjects
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