Document Type : Research Paper

Authors

• Ziba Mohammad Rezaei ¹
• korosh veisi ²
• adel fatemy ³
• samiral aliabadi ⁴
• mohsen esmaeili ⁵

¹ NO

² Department of Physical Education and Sport Sciences, Sanandaj Branch,, Islamic Azad University, Sanandaj, Iran.

³ گروه آمار

⁴ Assistant Professor, Department of Sports Management, Azad University, Sanandaj branch

⁵ sport science research institute

Abstract

This study aimed to identify and analyze the factors affecting the marketing of sports equipment manufacturing companies in social networks.

This was a mixed study, and its design was a sequential combination type. The participants of this research were 18 experts selected by snowball sampling. In the qualitative part, the strategies of the researcher's sensitivity, methodological coherence, sample proportionality, simultaneous data collection and analysis, and theoretical thinking were used to audit the research. Sports marketing was confirmed, and the reliability of the questionnaire was achieved through Cronbach's alpha of 0.896. To identify the influential factors, the theme analysis method of King et al.

The qualitative study identified 77 sub-themes and 16 main themes affecting the marketing of sports equipment manufacturing companies in social networks. In a quantitative analysis, it was determined that the themes of hard threat, soft threat, and the expansion of social networks have the greatest effect on the mentioned marketing, and contrast to the themes of legislation, value creation, and determining content production strategy, respectively, they have the least effect on marketing. Therefore, the result of electronic marketing based on social networks in sports equipment manufacturing companies is a systemic process that is most affected by threats and the spread of social networks.

Keywords

• Marketing
• social networks
• production of sports equipment
• technology
• communication channels

Main Subjects

• Sport Management