Designing social media sports marketing model

This study aimed at designing social media sport marketing model. This qualitative study was conducted using grounded theory with the Strauss and Corbin approach. To collect data, documents and semi-structured interviews with experts were used. The statistical population consisted of sport professors and managers who were experts on the social media marketing. Sampling method was purposive and non-random and 13 experts were interviewed until reaching theoretical saturation. For data analysis, open, axial and selective coding method was used. Data analysis identified 5 main components, 25 subcomponents and 317 open codes or concepts. Finally, paradigm model of social media sport marketing was developed. Human resources, specialists, education and volunteer were identified as the most important causal factors in the model. Social media power, the difference between traditional and modern media, tendency to digital systems, easy access, audience category, price, search, paper media and inefficiency of traditional media were the most important contextual factors. Intervening factors included restrictions, infrastructure and managers ignorance. Finally, strategies including promotion, communications, loyalty, content production, branding, trust building and public relations were suggested. It seems that managers can benefit from the achievements of social media sport marketing model if they implement the model in sport organizations.