| Thematic analysis of marketing services based on sports services through social networks |
| Paper ID : 1163-SSRC-13TH |
| Authors |
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vahid saatchian *1, mina jalilian toroghi2 1imam reza international university, sport science department. 2دانشجوی کارشناسی ارشد-دانشگاه بین المللی امام رضا(ع) |
| Abstract |
| Background and Aim: The power of social networks in today's world can be likened to a communication explosion that has created a vast connection between people that was not possible in the real world. Sports marketing is one of the most complex and important tasks of sports organizations. Undoubtedly, marketing of sports products and services is the reason for the survival and growth of sports institutions and clubs. Methods: For this purpose, 12 experts familiar with the field of safety and sports management were purposefully selected based on the snowball strategy for deep structures without structure and the data were selected simultaneously using a set of open coding. And theoretically, were analyzed. The process of conducting interviews and collecting data continued until the stage of theoretical saturation of the categories and, to be more precise, to the extent that it was not possible to access newer data. Findings: In the section of effective factors on the development of sports marketing, we can point to legal, structural, managerial, environmental and economic factors. Investing in sports with the country's development policies and the impossibility of accurately determining the amount of sports marketing profits for investors, which are among the most important obstacles that should be mentioned. Conclusion: From the research findings, it is inferred that integrated sports marketing shows an increase in maturity in terms of creating an integrated strategy that combines the active use of social media platforms and the use of social media and communities on the website. The club or the federation itself focuses on it. |
| Keywords |
| Virtual Social Networks, Virtual Sports Clubs, Sports Marketing |
| Status: Abstract Accepted (Poster Presentation) |
