نوع مقاله : مقاله پژوهشی
نویسندگان
1 PhD Student of Sport Management, Department of Physical Education and Sport Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
3 Associate Professor of Sports Management, Sports Management and Policy Research Group, Sports and Society Research Institute, Physical Education and Sport Sciences Research Institute, Tehran, Iran
چکیده
The research method employed a mixed approach (qualitative-quantitative), with participants consisting of experts in sports marketing, media, and e-sport businesses. The selection criteria for participants in the qualitative section were theoretical saturation, and a purposive sampling method along with snowball sampling strategy resulted in the selection of 18 individuals. The identified individuals from the qualitative section were then used for structural-interpretive analysis. Data collection tools included semi-structured interviews for the qualitative section and a 14x14 matrix for the quantitative section. To ensure validity and reliability, the coding process utilized strategies such as credibility, transferability, conformability, process audit, and agreement within the subject. The qualitative data analysis involved two stages: initial coding and focused coding, while the quantitative data analysis employed the structural interpretive modeling and the MICMAC analysis. The findings revealed 14 determinant factors related to social media marketing in e-sport businesses. Based on the structural interpretive analysis, the relationships between these factors were categorized into 7 levels, forming a hierarchical relationship model. This model demonstrates that social media marketing in e-sport businesses leads to changes in consumer behavior and the effectiveness of marketing activities. The underlying cause of this transformation is the growth of the digital environment, followed by the widespread penetration of social media networks. Based on these results, it can be concluded that social media marketing in e-sport businesses is a complex multifaceted process, with interconnected components that create interactions and reactions in social media marketing.
کلیدواژهها
- Social Media Marketing
- Digital Environment Growth
- E-Sport Businesses
- Grounded Theory
- Structural Interpretive Model
موضوعات
عنوان مقاله [English]
Structural Interpretive Model of Determining Factors in Social Media Marketing for E-Sport Businesses
نویسندگان [English]
- Ziba Mohammad Rezaei 1
- Korosh Veisi 2
- Samira Aliabadi 2
- Mohsen Esmaeili 3
1 PhD Student of Sport Management, Department of Physical Education and Sport Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
3 Associate Professor of Sports Management, Sports Management and Policy Research Group, Sports and Society Research Institute, Physical Education and Sport Sciences Research Institute, Tehran, Iran
چکیده [English]
The research method employed a mixed approach (qualitative-quantitative), with participants consisting of experts in sports marketing, media, and e-sport businesses. The selection criteria for participants in the qualitative section were theoretical saturation, and a purposive sampling method along with snowball sampling strategy resulted in the selection of 18 individuals. The identified individuals from the qualitative section were then used for structural-interpretive analysis. Data collection tools included semi-structured interviews for the qualitative section and a 14x14 matrix for the quantitative section. To ensure validity and reliability, the coding process utilized strategies such as credibility, transferability, conformability, process audit, and agreement within the subject. The qualitative data analysis involved two stages: initial coding and focused coding, while the quantitative data analysis employed the structural interpretive modeling and the MICMAC analysis. The findings revealed 14 determinant factors related to social media marketing in e-sport businesses. Based on the structural interpretive analysis, the relationships between these factors were categorized into 7 levels, forming a hierarchical relationship model. This model demonstrates that social media marketing in e-sport businesses leads to changes in consumer behavior and the effectiveness of marketing activities. The underlying cause of this transformation is the growth of the digital environment, followed by the widespread penetration of social media networks. Based on these results, it can be concluded that social media marketing in e-sport businesses is a complex multifaceted process, with interconnected components that create interactions and reactions in social media marketing.
کلیدواژهها [English]
- Social Media Marketing
- Digital Environment Growth
- E-Sport Businesses
- Grounded Theory
- Structural Interpretive Model
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