A Paradigmatic Model of Sports Celebrity Marketing in Social Networks
Keywords:
Marketing, athletic celebrity, social networkAbstract
The research was conducted with the aim of compiling the marketing model of sports celebrities in social networks. The research method is qualitative with exploratory nature and the grounded theory strategy was used in it. The data collection tool in this research was semi-structured interviews with university professors in the fields of management and sports management as well as sports celebrities. The sampling method was purposive and theoretical (based on the purpose of the research) and the data obtained from the interviews were coded and analyzed using the grounded theory method. From the analysis of 15 interviews, a total of 180 primary codes were identified. After extracting similar codes and removing duplicates, 25 core codes were placed in the form of the grounded theory paradigmatic model, including causal conditions, main phenomenon, intervening conditions, contextual conditions, strategies, and consequences, and 6 main components of the marketing model, which are: the attractiveness and social base of sports celebrities, the amount of visits and advertising in social networks, structural and technical factors, compliance with regulations and culture-building, innovation and modern advertising, and users' familiarity with social networks were identified. The results showed that in today's competitive market, sports celebrity marketing in social networks can be successful by relying on many followers and paying more attention to them.
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