Document Type : Research Paper
Authors
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
Abstract
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.
Keywords
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