The effect of social media marketing on the behavior of consumers of sports products using data foundation theory

Document Type : Research Paper

Authors

1 Mehdiabbasian- PhD student in Sports Management, Shahid Chamran University of Ahvaz-Ahvaz-Iran

2 Seyed Hosein Marashian- Assistant Professor of Sports Management -Shahid Chamran University of Ahvaz-Ahvaz-Iran

3 Sedighe Heydarinejad- Professor of Sports Management, Shahid Chamran University of Ahvaz-Ahvaz-Iran

4 Department of sport management, Sport Sciences faculty, Shahid chamran University of Ahvaz

Abstract

The aim of this study is to investigate the effect of sports product sharing in cyberspace on consumer buying behavior. The present study was conducted in the framework of a qualitative approach and the required data were collected through semi-structured interviews. The statistical population was 14 people, including professors of sports management (8 people), doctoral students of sports management (4 people) and professors of marketing group (2 people). Targeted sampling and data were obtained through in-depth and open interviews. It was used for reliability through intra-subject agreement, which was 0.74. After conducting interviews and collecting information, the codes obtained in different sections were analyzed and after performing the three steps of open, central and selective coding of the final model, the researchers obtained this article. In the causal section, effective social factors, effective individual factors, and advertising techniques were identified as effective conditions. The underlying factor of cyberspace conditions and the impact on consumer behavior was identified. Interventional conditions, including customer satisfaction assessment, time and after-sales service control, payment terms, and network security, were determined. Strategies include product quality, trust, controlling people's attitudes, and factors influencing re-purchasing. Ultimately, the result of this research is to control the purchasing behavior and improve the organization's production, based on which the final research model is designed.

Keywords

Applied Research in Sport Management
Volume 11, Issue 3 - Serial Number 43
Winter 2023
January 2023
Pages 85-96

Files

History

  • Receive Date: 29 January 2021
  • Revise Date: 26 December 2021
  • Accept Date: 26 April 2022

Share

How to cite

Statistics