Document Type : Research Paper
1. Ph.D. Candidate, Department of sports management Azad University, Mashhad, Iran
2. Assistant Professor, Department of Sport Management, Islamic Azad University, Mashhad, Iran
3. Professor, Department of sport management, Ferdowsi University Mashhad, Iran
4. Ph.D. in Sport Management, Assistant Professor, Azad University, Mashhad, Iran
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.
. Kumar, V., & Mirchandani, R. Increasing the ROI of social media marketing. MIT Sloan Management Review. (2012). 54, 55-61. doi:10.1109/emr.2013.6596535.
- dweek. N.p. 2015. “10 Reasons Why Influencer Marketing is the Next Big Thing.” Web. 28 Mar. 2017.
- Singh, S., & Diamond, S. Social media marketing for dummies. John Wiley & Sons. (2012).
- Van Scheers, L., & Prinsloo, C. Investigating word of mouth as advertising tool for mobile devices in South Africa. International Journal of Academic Research in Business and Social Sciences. (2014). 4(11), 332-354.
- Matthews, Kristen.The definite guide to influencer targeting, Available from https://blog.kissmetrics.com/guide-to-influencer-targeting/ Accessed: 9.12.2016.
- Hall, John. The Influencer Marketing Gold Rush Is Coming: Are You Prepared? Published 17.4.2016. Available from: http://www.forbes.com/sites/johnhall/2016/04/17/the-influencer-marketing-gold-rushiscoming-are-you-prepared/#26a8f05f2964 Accessed 22.10.2016.
- Bandura, A. Social Learning Theory. General Learning Corporation. (1971).
- Forbes, K. Examining the beauty industry’s use of social influencers. Elon Journal of Undergraduate Research in Communications(2016). 7(2), 78-87.
- Lee, M., & Yuon, S. Electronic Word of Mouth (eWOM). International Journal of Advertising (2009). 28(3), 473-499.
- Roelens, I., Baecke, P., & Benoit, D. F. Identifying influencers in a social network: The value of real referral data. Decision Support Systems(2016). 91, 25–36.
- Gillin, P. The new influencers: A marketer’s guide to the new social media. Linden Publishing. (2007).
- Booth, N., & Matic, J. A. Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications : An International Journal (2011). 16(3), 184-191.
- Roelens, I., Baecke, P., & Benoit, D. F. Identifying influencers in a social network: The value of real referral data. Decision Support Systems (2016). 91, 25–36.
- Vollenbroek, W., Vries, S., Constantinides, E., & Kommers, P. Identification of influence in social media communities. International journal of web based communities (2014). 10(3), 280-297.
- Strauss, A. Corbin, J. Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, 2nd Ed,sag, newbury park, london . (1998).
- Neuman, W.L. Basics of Social Research Methods: Qualitative and Quantitative Approaches. 2nd Edition, Allyn and Bacon, Boston. (2007).
- Glaser, B. G., & Strauss, A. L. Discovery of grounded theory: Strategies for qualitative research. London and New York: Routledge (Taylor & Francis Group). (2017)..
- Hutchins, B. Twitter follow the money and look beyond sports. Communication & Sport (2014). 2, 122-126.
- Mangold, W. G. & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons (2009). 52(4), 357-365.
- Bagheri, H., Kozechian, H., Amiry, M., & Ehsani, M. Analysis of endorsement process of Iranian athletes by using the grounded theory. Biannual Journal of Sport Development and Management.(2016). Vol 5, Iss 2, Serial No. 9. (In persian).
- Korzynski, P., & Paniagua, J. Score a tweet and post a goal, Social media recipes for sports stars. Business Horizons (2016). 59(2), 185-192.
- Imanzadeh, M., Moharramzadeh, M., Pashaie, M. Study of the Effectivenessof Human Brand on Sport in Ardabil Province (Case Study: Ali Daei and Hossein Rezazadeh). Quarterly Journal of Sport Development and Management. (2017). Vol 7, Iss 4, Serial No. 16. (In persian)
- Langner, Sascha. Central Determinants of Social Influence and Significant Interactions with Respect to Consumption-Side Perception and Behavioral Processes. Technical Information Library and University Library Hannover (TIB). (2012).