Introduction: The purpose of this study was to investigate the affecting factors on purchasing behavior of consumers of sports products through social media.
Methods: The research method included two parts of quantitative and qualitative approachs. In the quantitative part, the required data were collected through semi-structured interviews from 48 sport teachers and experts. In the qualtative part, by designing a researcher made questionnaire and after confirming its validity and reliability, the physical education students (349 people) who share sports products in social media were asked to complete. The data were analyzed using Delphi method, SPSS version 16 and AMOS softwares.
Results: The results showed that social networks affect technical and socio-cultural variables. Also, different aspects of behavioral aspects affect technical and cultural variables also social networks.
Conclusion: According to the findings, social media have significant effects on various aspects of consumer behavior and play key roles in marketing and brand loyalty, and it is suggested that managers of organizations use this way as an important part of their marketing.