Document Type : Research Paper
Authors
1 PhD Student in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
3 Professor of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran.
4 Assistant Professor of Sports Management, Faculty of Humanities, University of Zanjan, Zanjan, Iran
Abstract
This study aimed to designing and test a social commerce model in the country's sports industry. The research method was descriptive-correlational. This study was conducted on university lecturers and researchers in the field of the sports industry, members of the management team of sports businesses active in cyberspace, managers, and experts of organizations in the field of sports industry, and consultants and analysts of sports industry. Purposeful sampling was estimated using Cochran's formula and finally, 97 questionnaires were analyzed. Ten scientific and executive experts were consulted to evaluate the content validity. Then the reliability was calculated using Cronbach's alpha coefficient which was equal to 0.82. The validity of the structure was also checked using PLS software. The results of factor analysis showed that all components have a significant explanatory role. Path analysis also showed that the relationships between the fourteen main variables in a sequence of five levels (ecosystem capacity, management and development, strategic factors, social trade system and social trade consequences in sport) from independent variables to positive and significant dependent variables and conceptual model It has a good fit. Based on the findings, Therefore, it is recommended that social business in sports is a nascent and civilized system that can be systematized and developed through information and key frameworks of this research. Therefore, activists, trustees and stakeholders in the field of social business in sports are recommended to use the results of this study to decide, plan and evaluate business systems in the field of sports industry.
Keywords
Main Subjects
- Abbaspour, M., & Saeeda, S (1400). Investigating the role of social business trust and its background in creating e-commerce satisfaction and customer buying behavior (Case study: Digi Kala customers). Master Thesis, Yazd University of Science and Art, Faculty of Humanities, 1-120. (In Persian)
- Abdullahi, M.H., Zareian, H., Gholami Turksluyeh, S., & Boyeri Shami, R (2021). The impact of social media and the price image presented on them on the intention of customers to buy sportswear during the Corona pandemic. Sports Management Studies, 13 (69), 247-267. (In Persian)
- Adevu, E. K., Budu, J., Dzimey, W., & Entee, E. (2020). Preliminary Insights into Social Commerce in the Fitness Industry of Ghana. In International Working Conference on Transfer and Diffusion of IT, 499-507.
- Ahmadi, M., Isfahani, A., Nodehi, M.A., & Ahmadi, M (2020). Development of a framework for strategies to control and compensate for financial losses in the sports industry (Case study: outbreak of coronavirus in Iran). Contemporary Research in Sports Management, 10 (20), 97-110. (In Persian)
- Aljaafari, m. A (2020). Holistic social commerce framework for Saudi Arabia. International conferences ict, society, and human beings, connected smart cities and web based communities and social media, 1-22.
- Al-Kubaisi, H. H., & Abu-Shanab, E. A. (2022). Factors influencing trust in social commerce: the case of Qatar. International Journal of Electronic Business, 17(1), 13-36.
- Al-Omoush, K. S., De Lucas Ancillo, A., & Gavrila, S. G. (2022). The role of cultural values in social commerce adoption in the Arab world: An empirical study. Technological Forecasting and Social Change, 176, 121-440.
- Anggraeni, A., & Felix, D. (2022). The Landscape of Social Commerce in Indonesia. In Handbook of Research on the Platform Economy and the Evolution of E-Commerce, 370-388.
- Bazi, S., Haddad, H., Al-Amad, A., Rees, D., & Hajli, N. (2022). Investigating the Impact of Situational Influences and Social Support on Social Commerce during the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 104-121.
- Changchit, C., Cutshall, R., & Pham, A. (2022). Personality and demographic characteristics influence on consumers’ social commerce preference. Journal of Computer Information Systems, 62(1), 98-108.
- Fahim, I., Purslemi, M., Hosseinzadeh, A., & Ghasemi Namaghi, M. (2020). Designing a Social Branding Model of the Banking Industry in Social Networks. Brand Management, 7(3), 171-226. (In Persian)
- Farooque, M., Almarhoon, S., Alharizi, S., & Mohammed, A. (2021). Critical factors for acceptance of social commerce: a case study in Oman. The journal of Asian finance, economics and business, 8(5), 657-665.
- Farsi, S., Saibani, H.R., & Savadi, M (2021). Structural equation of factors affecting e-marketing in the sports business environment. Business Management, 13 (49), 227-241. (In Persian)
- Ganjkhanlu, a., memati, j., & khabiri, m (2021). Marketing strategies for the development of iran's sports industry. Journal of business in sports, 1 (2), 7-15. (in persian)
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 1-115.
- Hambrick, M. E., Svensson, P. G., & Kang, S. (2019). Using social network analysis to investigate interorganizational relationships and capacity building within a sport for development coalition. Sport Management Review, 22(5), 708-723.
- Heidari, N., Hakakzadeh, M., &Manouchehri Nejad, M. (2021). Model of economic development of sports industry with the use of social networks. Sports Management Studies, 13 (68), 30-63. (In Persian)
- Hu, T., Dai, H., & Salam, A. F. (2019). Integrative qualities and dimensions of social commerce: Toward a unified view. Information & management, 56(2), 249-270.
- Jahantegh, S (2019). Capabilities of social networks in the development of sports business, the second national conference of new ideas in business management, Tehran, 1-7. (In Persian)
- Jami Pour, M.., Hosseinzadeh, M., & Mansouri, N. S. (2021). Challenges of customer experience management in social commerce: an application of social network analysis. Internet Research, 32 (1), 241-272
- Kalashi, M., Eidi, H., Abbasi, H., &Rajaei, M. (2019). Estimation of GDP of sport and developments of its components (1395-1375). Sports Management Studies, 11 (54), 17-32. (In Persian)
- Kumar, V., Nanda, P., & Tawangar, S. (2022). Social Media in Business Decisions of MSMEs: Practices and Challenges. International Journal of Decision Support System Technology (IJDSST), 14(1), 1-12.
- Liao, S. H., Widowati, R., & Cheng, C. J. (2022). Investigating Taiwan Instagram users’ behaviors for social media and social commerce development. Entertainment Computing, 40, 10-61.
- Lin, X., & Wang, X. (2022). Towards a model of social commerce: improving the effectiveness of e-commerce through leveraging social media tools based on consumers’ dual roles. European Journal of Information Systems, 1-18.
- Mesbahi Jahromi, N.S., Mirabi, V.R., Mohebbi, S., & Bagheri, M (2019). Identifying Gaps in Social Business Implementation in Start-ups, Intelligent Business Management Studies, 8 (30), 163-188. (In Persian)
- Meydani, E., Düsing, C., Fedrau, A., & Trier, M. (2022). The “Black Box” of Social Commerce Platforms-A Closer Look at Users’ Activities, 1-11
- Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for
building strong brand relations in social media. Sport Management Review, 19(2),
183-197. - Rahimizadeh, M (2020). Strategies and consequences of e-commerce in the Iranian sports industry. Journal of Sports Management, 13 (4), 1071-1091. (In Persian)
- Report of the European Economic Commission (2018). https://ec.europa.eu/eurostat/web/products-eurostat-news/-/EDN-20190923-1.
- Smith, P. R., & Zook, Z. (2011). Marketing communications: integrating offline and online with social media: Kogan Page Ltd, 1-13.
- Tarighe, R & Sajjadi, S.N (2021). Designing an e-marketing model for selected professional team sports federations in the country. Journal of Sports Management, 13 (1), 119-139. (In Persian)
- Vatandost, A., & Nikki Esfahalan, H (2020). The Impact of Social Business Incentives on Participation in Social Business on the Social Media Platform (Case Study: Instagram Users), M.Sc. Thesis, Al-Ghadir Institute of Higher Education, Department of Humanities. 1-135. (In Persian)
- Wahyuningsih, S., & Mustaqim, M. (2022). The Role of Social Media for Promoting Indonesian Women’s Online Entrepreneurship: Prospects, Challenges and Strategies. IQTISHADIA, 14(2), 99-112
- Wang, X., Lin, X., & Spencer, M. K. (2019). Exploring the effects of extrinsic motivation on consumer behaviors in social commerce: Revealing consumers’ perceptions of social commerce benefits. International Journal of Information Management, 45, 163-175.
- Wijenayaka, A. (2022). A Study of Establishing a Conceptual Model for Understanding the Impact of Social Commerce on Consumer Decision Making With Social Support Perspective, 14-28
- Zahrabi, F., Sabunchi, R., & Foroughipour, H (2020). E-commerce development strategies in the country's sports. Journal of Sports Science, in press.1-16 (In Persian).
- Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229-240.
- Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, 107-152.
- Zuo, Y., Chen, H., Pan, J., Si, Y., Law, R., & Zhang, M. (2021). Spatial distribution pattern and influencing factors of sports tourism resources in China. ISPRS International Journal of Geo-Information, 10(7), 414-428.
)