Identifying the Factors Affecting the Development of Marketing in Football Sports Print Media in Iraq
Keywords:
Sports marketing, sports print media, Iraqi football, modern technology, grounded theoryAbstract
The present study aimed to identify the factors affecting print-digital marketing development in football sports print media in Iraq. The study sought to present a conceptual model for redefining the role of print media in football marketing and explaining their connection with modern technologies. This study was conducted using a qualitative approach based on grounded theory. The research population included sports media managers, sports journalists, football section editors, club marketing managers, football coaches, and sponsors active in Iraqi sports print media. The participants consisted of 16 experts in this field, selected through purposive sampling. Primary data were collected through semi-structured interviews; sources were reviewed for the theoretical background. Data analysis was performed based on the Strauss and Corbin approach in three stages: open coding, axial coding, and selective coding. The data analysis process led to the extraction of 126 initial open codes, 28 axial codes, and 6 main categories. The main categories included causal conditions, the central phenomenon, contextual conditions, intervening conditions, strategies, and consequences. The central phenomenon was identified as the reconfiguration of football sports print media marketing within a print-digital model. The main strategies included launching complementary digital versions, designing integrated advertising packages, increasing interaction with fans, training media managers and staff, producing exclusive content, and strengthening cooperation among media, clubs, and sponsors. The qualitative findings indicated that Iraqi football sports print media need to move beyond traditional approaches and adopt an integrated, interactive, and technology-based model to maintain and strengthen their position.
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