Document Type : Research Paper
Authors
1 1. Ph.D. Candidate, Department of sports management Azad University, Mashhad, Iran
2 2. Assistant Professor, Department of Sport Management, Islamic Azad University, Mashhad, Iran
3 3. Professor, Department of sport management, Ferdowsi University Mashhad, Iran
4 4. Ph.D. in Sport Management, Assistant Professor, Azad University, Mashhad, Iran
Abstract
The aim of this study was to design and explain the model of evaluating and measuring the marketing of social media sports influencers with an emphasis on the consumption of Iranian sports goods in online social media.
Grounded theory was used to extract the results and by interviewing 19 experts in this field, and deep connection with the main categories, "Evaluation model and Measuring the marketing of sports influencers on social media" has been identified as a central research .
reviewing the received interviews, over 891 statements were extracted and collected as preliminary data and research information. in the open coding stage, 151 general concepts and 26 more abstract categories were identified as the results of coding, and based on the analysis and findings of the three codes of open, central and selective coding, 6 main categories were appeared in the central coding paradigm, including causal conditions, the pivotal phenomenon, contextual conditions, intervening conditions, strategies and consequences emerged
the research findings showed that there are a number of factors around the central phenomenon that affect the marketing process of influencers as professional requirements or barriers to "social media influencers' marketing" or as its consequences and outputs. Therefore, measuring and evaluating these factors and elements in achieving the goals of marketers and owners of Iranian sports goods is important.
Keywords
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