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Investigating the Impact of Social Media on Development of Marketing of Sports Products in Iran
[journal article]
Abstract The primary objective of this research was to investigate the impact of new social media on the marketing of sports products in Iran. The research utilized a qualitative and applied methodology, focusing on experts in sports marketing and sports management professors as the research population. Data... view more
The primary objective of this research was to investigate the impact of new social media on the marketing of sports products in Iran. The research utilized a qualitative and applied methodology, focusing on experts in sports marketing and sports management professors as the research population. Data from interviews were analyzed through three stages of coding: open, central, and selective. Within the context of Internet marketing in sports, several key issues emerged, including the absence of a dedicated authority for Internet sports marketing, instability in sports management, lack of comprehensive regulations, and underutilization of Internet marketing in sports business processes. Traditional methods persisted despite economic challenges. The study concluded that the absence of a specific authority for Internet marketing in sports leads to confusion, improper monitoring, and potentially harmful marketing practices. Establishing consistent regulations is crucial to the development and institutionalization of Internet marketing in the sports industry.... view less
Keywords
Iran; management; sports; marketing; media; Internet; social media
Classification
Interactive, electronic Media
Marketing
Free Keywords
virtual world
Document language
English
Publication Year
2023
Page/Pages
p. 203-218
Journal
Journal of Cyberspace Studies, 7 (2023) 2
DOI
https://doi.org/10.22059/jcss.2023.353625.1086
ISSN
2588-5502
Status
Published Version; peer reviewed