Document Type : Research Paper
Authors
1 PhD Student in Sports Management, Department of Sports Sciences, Na.C., Islamic Azad University, Najafabad, Iran
2 Sport medicine research center, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 Associate professor on sport management in general course department, School management & medical informatics, Isfahan University of medical sciences
4 Assistant Professor of Sports Management, Department of Sports Sciences, Na.C., Islamic Azad University, Najafabad, Iran
Abstract
Introduction: The main objective of this research was to identify and structurally analyze the key trends influencing the future of influencer-based marketing in the sports industry.
Methods: In terms of its purpose, this is an applied research study conducted with a futures studies approach and an exploratory mixed-methods design. The statistical population consisted of 17 academic and professional elites from the sports industry, selected through purposive sampling. Data were collected through semi-structured interviews and a Cross-Impact Matrix (Micmac) questionnaire, and were analyzed using thematic analysis and structural analysis. The findings from the thematic analysis led to the identification of 111 basic trends and 36 organizing trends, categorized into three groups: micro, macro, and emerging trends.
Results: The structural analysis indicated that trends such as "data-driven decision-making," "growth of the creator economy in sports," and "platform integration" act as key drivers with the highest level of influence. Among these, trends like "the emergence of virtual and AI-based influencers," "automated content generation," and "focus on micro and nano-influencers" were identified as pivotal/linkage variables, forming the core of future transformations. Finally, trends such as "the application of NFTs and Web3" and "advanced content personalization" were identified as dependent variables and system outputs.
Conclusion: The conclusion drawn from these findings indicates that the future of influencer marketing in sports is transitioning from a purely content-centric view to a systemic, data-driven, and technological paradigm. Strategic success requires focusing on fundamental drivers and intelligently managing pivotal, high-risk trends.
Keywords
Main Subjects
)