Document Type : Original Article
Authors
1
Assistant Professor of Sport Management, Department of Sport Management and Motor Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran
2
MA student of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran
3
Associate professor of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran
10.22098/rsmm.2024.15027.1352
Abstract
Purpose: This study aimed to introduce the avatar technology development model in sport businesses. Method: The research method used was qualitative and conducted with a multi-grounded approach. The study involved 11 participants, comprising marketing experts, professors, and owners of companies. Semi-structured interviews were the primary research tool, continuing until theoretical saturation was achieved with 11 participants. Validation was performed through a triangulation approach, In order to achieve this purpose, several types of triangulation including the use of several methods, several sources of data, and several coders were performed to verify the findings. Data analysis was conducted using MAXQDA software version 2020. Results: The final research model consisted of 5 key components: 1- Internal action conditions (organizational acceptance, technological infrastructures), 2- External action conditions (organizational external environment), 3- The main avatar phenomenon (security considerations, avatar design, personality, research and development), 4- Strategies (pricing, location and distribution channels, promotion and advertising, communication with customers, products), and 5- Outcomes (financial implications, customer relations, branding). Conclusion: Avatars offer immersive training and event experiences, attracting and retaining customers with tailored services. Integration of avatar tech is crucial for innovation and staying competitive in the digital age. New sport businesses are advised to focus on design, security, and widespread implementation to maximize benefits and improve branding across all operational aspects.
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