Development of paradigm pattern of the advertisement role on willingness of sports products’ customers (focusing on social media)

The present research was conducted aiming at the development of advertisement’s paradigm pattern through social media in order to affect the willingness of sports products’ customers. The present research’s methodology is qualitative and based on fundamental data theory with systematic approach. The present research’s statistical population included 15 persons of experts in sports media management and sports marketers and they were selected through targeted sampling based on theoretical approach. Information collection continued until the data theoretical saturation and 15 individual semi-structured interviews were conducted. Open, selective three-step coding method using were used in order to analyze the date. The findings of the resulted paradigm pattern include the parts of causative conditions, strategies, contextual and interventional conditions as well as the consequence resulted from them. Causative conditions has been included in the two categories i.e. social media potential and customer-orientation. Interventional conditions include the limitations Internal and external constraints(application limitations and usage limitations) and contextual conditions has been Improving performance and effectiveness advertisement. It is necessary to adopt the strategies like branding and validation, interaction with customers and capacities’ empowerment to impact on the willingness of sports products’ customers in order to develop an effective advertisement through the social media. Finally, the process implementation consequence will be advertisement paradigm pattern development through the social media in order to impact on the willingness of sports products’ customers, sociology, marketing and purchasing expansion it well be in the form of Development and social- economic beliefs .