Develop a conceptual framework for social commerce in the sports industry

The purpose of this study was to designing a social business framework in the sports industry. The research method was qualitative with a systematic exploratory approach (content analysis). Selected. Statistical population of the research included two sections of human resources (managers and consultants of sports businesses, professors and experts in sports marketing and social media) and information resources (scientific, library and relevant media). Interviewees and information resources were purposefully selected based on theoretical saturation (18 persons and 32 documents). The research tools included semi-structured exploratory interviews along with a systematic library study. The validity of the instrument was evaluated and confirmed based on practical competence, legal and scientific validity of the sample, expert opinion and agreement between the correctors. To analyze the findings, multi-stage conceptual coding method (open, selective and thematic) with thematic analysis approach was used. The final conceptual framework consisted of 93 components, 32 dimensions, 14 perspectives and 5 levels identified. Levels and perspectives, respectively, impact-effectiveness between their sub-variables, including the level of social trade ecosystem capacity in sport, social trade system level in sport, level of management and development of social trade in sports, level of strategic factors of trade situation Was social in sports and the level of utility and implications for the development of socio-sports business. Based on the research findings, it can be said that the development of communication and making more profit for sports businesses requires the application of change and innovation strategies in the business environment and the use of new marketing and customer communication approaches, along with environmental networking based on new marketing and business technology.