نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی مشهد، واحد مشهد، مشهد، ایران
2 دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی مشهد، واحد مشهد، مشهد، ایران
3 دانشیار مدیریت ورزشی،دانشکده تربیت بدنی و علوم ورزشی، دانشگاه فردوسی مشهد، مشهد ایران
چکیده
هدف: هدف تحقیق، شناسایی راهبردها و پیامدهای به‌کارگیری اینفلوئنسرهای ورزشی در رسانه‌های اجتماعی بر مصرف کالاهای ورزشی ایرانی است.
روش‌شناسی: به‌منظور تحقق هدف از روش‌شناسی کیفی و روش تحقیق نظریه داده بنیاد با رویکرد استراوس و کوربین استفاده شد. جامعه تحقیق شامل اساتید، کارشناسان و صاحب‌نظران بازاریابی ورزشی و اینترنتی و اقتصاد بود و نمونه‌گیری آزمودنی‌ها هدفمند و مبتنی بر معیار صورت گرفت. ابزار جمع‌آوری داده‌ها، مصاحبه نیمه ساختاریافته بود و داده‌های حاصل از مصاحبه‌ها به روش زمینه‌ای، کدگذاری شده، تجزیه و تحلیل گردید.
یافته‌ها: نتیجه گروه‌بندی کدها، نشان‌دهنده 10 مقوله اصلی و 62 مقوله فرعی بود که در قالب مدل پارادایمی شامل؛ راهبردها (اطلاع‌رسانی و شناخت، نگاه حاکمیتی، نوآوری و شناخت، فرهنگ‌سازی، قوانین و مقررات و بازاریابی نوین) و پیامدها (توسعه فرهنگی و اخلاقی، توسعه فناوری، توسعه اجتماعی و توسعه برندینگ شخصی) پدیدار شد.
نتیجه‌گیری: استفاده از اینفلوئنسرها، منبع تمایز برند محسوب می‌شود. با توجه به طیف گروه‌های هدف و مخاطبان رسانه‌های اجتماعی و همچنین اینفلوئنسرهای جذاب موجود در محیط ورزش؛ اگر بازاریابان ورزش کالاهای ایرانی نتوانند با تکیه بر این منابع ارزشمند انسانی، راهبردهای مناسبی را برگزینند و زمینه توسعه فرهنگی و اخلاقی، توسعه فناوری، توسعه اجتماعی و توسعه برندینگ شخصی را فراهم کنند، قادر به جلب رضایت مخاطبان در مصرف کالاهای ایرانی نخواهد بود.
کلیدواژه‌ها
عنوان مقاله [English]
Developing a Theoretical Model of Strategies and Consequences of Applying Sports Influencers on Social Media with Emphasis on Iranian Product Consumption (with the foundation's data approach).
نویسندگان [English]
- zohre shoja 1
- Hossein Peymanizad 2
- Mohammad Kashtidar 3
- Hassan Fahim 2
1 PhD Student in Sports Management, Islamic Azad University of Mashhad, Mashhad Branch, Mashhad, Iran
2 Associate Professor of Sports Management, Islamic Azad University of Mashhad, Mashhad Branch, Mashhad, Iran
3 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Ferdowsi University of Mashhad, Mashhad Iran
چکیده [English]
Objective: The purpose of the current research is to identify the Strategies and Consequences of Utilization of Sport influencers on the consumption of the Iranian sport products with the social media approach
Methodology: In order to achieve this goal, qualitative methodology and research method of grounded theory) Strauss and Corbin( was used and in terms of purpose. The research population included professors, experts and experts in sport marketing, Internet and economics and Sampled subjects were targeted and based on the criteria.
The data collection tool was a semi-structured interview, and the data from the interviews were analyzed and coded in a context-based way.
Results: The results of the grouping of codes represent 10 main categories, 62 sub categories that are presented in the form of a paradigmatic model including strategies (Informing and cognition, governance, innovation and cognition, culture making, rules and regulations and new marketing) and consequences (Cultural and ethical development, technology development, social development and personal branding development) emerged.
Conclusion: The use of Sport influencers is the source of brand differentiation. Given the range of target groups and social media audiences that have no limits on age and gender, Also, attractive sports influencers in the sports environment, if sports marketers can not afford to use these valuable human resources, choose the right strategies and provide cultural and moral development, technology development, social development and personal branding development, will not be satisfy The audience.
کلیدواژه‌ها [English]
- Sport Marketing"
- Sport influencers"
- social media"
- Grounded Theory
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