Presenting the Business Strategies Model for Marketing Sports Products in Social Networks

Today, many organizations use from social networks for marketing. As a result, the aim of this study was presenting the business strategies model for marketing sports products in social networks.

This study in terms of purpose was applied and in terms of implementation method was cross-sectional from type of correlation. The research population consisted of 2874 people of business experts, beneficiaries and stakeholders for the marketing sports products, and the sample size based on the Sample Power software was determined 370 people, who were selected as a sample with using the available sampling method. The research tool was a researcher-made questionnaire with 68 items, which its content validity was confirmed by the opinion of 7 professors and experts, and its reliability was evaluated as suitable by Cronbach's alpha method. Data were analyzed with exploratory factor analysis and structural equation modeling methods in SPSS-25 and AMOS-23 software.

The findings showed that the business strategies model for marketing sports products in social networks had 9 factors including the strategies of innovation, relation with customer, infrastructure, development, services, specialized human resources, promotion and advertising, pricing and products, which the factor loading of all factors was higher than 0.40, the average extracted variance of all of them was higher than 0.50 and the reliability of all of them was higher than 0.70. Also, the business strategies model for marketing sports products in social networks had a good fit, and the strategies of innovation, relation with customer, infrastructure, services, promotion and advertising and pricing on the product strategy, the strategies of innovation, infrastructure and specialized human resources on the development strategy and the strategy of product on the strategy of specialized human resources had a direct and significant effect (P<0.001).

According to the findings of this research, business professionals for marketing sports products in social networks can use the results of this study and take an effective step in marketing.