The effect of social media marketing on the behavior of consumers of sports products using data foundation theory

this study aimed to investigate the effect of social media marketing on consumer behavior of sport products . the present study was conducted within the framework of qualitative approach and data were gathered through semi - structured interviews . the statistical population of the study consisted of 14 people ( according to the need for research and based on purposive sampling among the teachers in ahvaz ) and included sports management professors ( n = 8 ), phD students of sport management (n = 4) and marketing department ( n = 2). purposive sampling and data were collected through deep and open interviews . the reliability of the questionnaire was confirmed by cronbach 's alpha coefficient.after conducting interviews and gathering information , the collected data were analyzed in different sections and after performing the three stages of open , axial and selective coding , the final model was obtained by researchers of this paper . in the causal section , the social factors influencing the influence , individual factors and advertising techniques were identified as the effective factors . the context factor of cyberspace and the effect on consumers ' behavior was determined . the intervention conditions were determined as the study of customer satisfaction , time control and post - sale services , payment conditions and security of the network . strategies include product quality , trust , attitude control , and factors affecting repurchase . finally , the outcome of this research is to control purchasing behavior and improve the production of the organization which the final model of the research is based on it .