Compilation of the marketing model of athletic celebrities in social networks

Abstract

Objective: The research was conducted with the aim of compiling the marketing model of athletic celebrities in social networks.

Methodology: 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 in-depth and structured interviews with university professors in the field of management and sports management. 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 foundational data theorizing method.

Results: 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 foundation's data paradigm model, including causal conditions, main phenomenon, intervening conditions, contextual conditions, and consequences, and 5 main components of the marketing model, which are: attraction and base athletic celebrity's social, the amount of visits and advertising in the social network, users' familiarity with the network, culture and innovation and modern advertising and structural and technical factors were identified.

Conclusion: The results showed that in today's competitive market, athletic celebrity marketing in social networks can be successful by relying on many followers and paying more attention to them.