Presenting a paradigmatic Model of Factors Influencing the use of Social Media in the Development of Sports Businesses

Document Type : Original Article

Authors

1 Ph.D. student, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz

2 Associate Professor, Department of Sports Management, University of Tabriz and University of Tehran, Tabriz, Iran.

3 Associate Professor, Department of Sports Management, University of Tabriz, Tabriz, Iran

4 Associate Professor, Department of Sports Management, Payam nour university, Tehran, Iran

10.22098/rsmm.2023.11179.1140

Abstract

Purpose: This research aimed to design a model for the role of social media in developing sports businesses.

Method: This research has a qualitative approach, and the Grounded theory method of Strauss and Corbin has been used. The data collection method was in-depth interviews with 17 sports management professors and sports business owners after reaching theoretical saturation. The validity of this research was confirmed by the expert professors; and, to calculate the reliability, the intra-subject agreement method was used, which got 82%. To analyze the data, the coding method was used in three stages, open, Axial, and selective coding.

Results: In the analysis of qualitative findings, 324 Open coding and 37 Axial coding, and 19 selective codes were extracted, in which the causal conditions include (features of nature, management factors, facilities, financial), contextual conditions (structural, financial elements), legal protection, cultural factors), intervening conditions (legal obstacles, political factors, infrastructural factors, cultural obstacles), strategies (economic support, managerial policies, culture building, legal protection) and consequences (consequences economic, employment generation, income generation, business prosperity) were categorized.

Conclusion: Considering the importance of businesses in the current economy and job creation, it should pay special attention to removing obstacles in the development of businesses; therefore, sports business owners are advised to use the model identified in this research to develop their businesses.

Keywords

References

  • Al-adaileh, R., Alsmairat, M., Momani, A., & Svoboda, P. (2022). Predicting the use of social media business models: The mediating role of organizational e-readiness. International Journal of Data and Network Science, 6(4), 1447-1458.
  • Hasanzadeh, N., Moharramzadeh, M., & Naghizadeh-Baghi, A. (2021). Needs Assessment and Reasons for Consuming Food Supplements for Body-Building and Weightlifting Athletes in Ardabil Province. Research in Sport Management and Marketing, 2(1), 10-23. doi: 10.22098/rsmm.2021.1255‏
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2017). Consumer adoption of mobile banking in Jordan: examining the role of usefulness, ease of use, perceived risk and self-efficacy. Journal of Enterprise Information Management, 29(1), 118-139.‏
  • Bruce, E., Shurong, Z., Akakpo, A., & Oppong, J. (2022). Impact of social media on Start-Up Survival: Qualitative Evidence from Ghana. Journal of Management, Economics, and Industrial Organization, 6, 48-69.‏
  • Camacho, J. C., Mas, J. S. V., & Benítez, V. A. (2022). Strategic communication for startups: analysis of its intervention in the use of social networks. Journal of Positive Psychology and Wellbeing, 6(1), 795-803.‏
  • Cotei, C., & Farhat, J. (2017). The evolution of financing structure in US startups. The Journal of Entrepreneurial Finance, 19(1), 40-57.
  • Cross, M. (6804). Opportunities of social media, Social Media Security: 60-45.
  • Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021). Social media adoption, usage and impact in business-tobusiness (B2B) context: A state-of-the-art literature review. Information Systems Frontiers, 1-23.
  • Fajar, N. F., & Gusfa, H. (2020,). Case Study Communication of social media and Business Startup Infokost. Id. In ICSS 2019: Proceedings of the 2nd International Conference on Social Sciences, ICSS 2019, 5-6 November 2019, Jakarta, Indonesia (p. 66). European Alliance for Innovation.‏
  • Hassan, L. F. A., Jusoh, W. J. W., & Hamid, Z. (2014). Determinant of customer loyalty in Malaysian Takaful Industry. Procedia-Social and Behavioral Sciences, 130, 362-370.‏
  • Isozaki, A., Suyama, N., Imai, T., Arai, K., & Kobayashi, T. (2021). Proposal of Close Contact Confirmation Method in Cyberspace for Influencer Marketing. In 2021 IEEE 3rd Global Conference on Life Sciences and Technologies (LifeTech (. 305-306.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business horizons, 53(1), 59-68.‏
  • Khan, E. A., Quaddus, M., Weber, P., & Geneste, L. (2020). Micro-Start-Ups financial capital and socio-economic performance: In a poor financial resource setting. The Journal of Developing Areas, 54(2), 45-61.
  • Latiff, Z. A., & Safiee, N. A. S. (2015). New business set up for branding strategies on social media–Instagram. Procedia Computer Science, 72, 13-23.‏
  • Maleki Minbash, M., Shahriari, M. (2017). Using Social Networks for Business in Iran: Challenges and Opportunities. World Media Journal, 12(2), 89-10 (Persian) 
  • Minarti, S. N., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–The survey on student as IM3 users in Depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.‏
  • Oliva, F. L., & Kotabe, M. (2019). Barriers, practices, methods and knowledge management tools in startups. Journal of knowledge management, 13(2), 33-48.
  • Park, Seong-Hee, Mahony, Daniel F, Kim, Yukyoum, & Do Kim, Young. (2015). Curiosity-generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3): 359-369.
  • Sedláček, P., & Sterk, V. (2017). The growth potential of startups over the business cycle. American Economic Review, 107(10), 82-110.
  • Sengar, A. S. (2021). The impact of social media on business growth and performance in India. Asian Journal of Research in Business Economics and Management, 11(12), 27-31.
  • Shaheer, N. A., & Li, S. (2020). The CAGE around cyberspace? How digital innovations internationalize in a virtual world. Journal of Business Venturing, 35(1), 105-126.
  • Syaifullah, J., Syaifudin, M., sukendar, M. U., & Junaedi, J. (2021). Social media marketing and business performance of MSMEs during the COVID-19 pandemic. The Journal of Asian Finance, Economics, and Business, 8(2), 523-531.‏
Research in Sport Management and Marketing
Volume 4, Issue 1
January 2023
Pages 25-38

Files

Share

How to cite

Statistics