Document Type : Original Article
Authors
1
PhD Student in Entrepreneurship, Chalous Branch, Islamic Azad University, Chalous, Iran.
2
Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
3
Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran
10.22034/sms.2023.139886.1258
Abstract
Today, businesses and organizations have to pay attention to producing relevant content for their consumers. The purpose of the current research is to present the sports e-business content marketing model. In this regard, in order to collect data in order to identify the dimensions, components and indicators of sports e-business content marketing, it was done using the foundational data theory method. The statistical population of this research included senior managers of online sports goods stores.The snowball sampling method was used for sampling. In order to collect data, library sources and previous research and semi-structured interview method were used. In the following, 15 experts were interviewed, which reached saturation in 13 people. Then the text of the manuscripts was transferred to the Max Kyuda software. A total of 233 primary open codes were obtained, and after removing duplicate codes and merging similar codes, 95 final open codes were extracted. Finally, the output of MAXQDA software was categorized into 29 core codes and 8 selective codes. Attractive website content, in terms of the content marketing process, content formats, appropriate structure, and purposefulness, should encourage customers and consumers to take action and purchase products. The quality of the developed and modified content depends on the reliability of the content provider.
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