Document Type : Original Article
Authors
1
PhD student Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2
Department of Sports Management, Central Tehran Branch, Islamic Azad University
3
Assistant Professor, Motor Behavior Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
10.22034/sms.2025.144278.1525
Abstract
The purpose of this study was to develop an indigenous theory of mediated consumption in Iranian sport using a grounded theory approach. The research employed the grounded theory methodology based on Glaser’s (1978) approach. Participants included experts in the field of sport, such as faculty members in sport management and marketing, marketing consultants, and managers of sports clubs. Purposive and snowball sampling techniques were used, and semi-structured interviews were conducted with 20 experts until theoretical saturation was achieved. Data were analyzed through three stages of open, axial, and selective coding, resulting in the extraction of 100 unique initial codes. These codes were categorized into 24 concepts and seven main categories, including: (1) motivation and personal experience, (2) benefits of online viewing, (3) social interactions and communication, (4) psychological and security issues, (5) cultural and social influences, (6) technological and innovative advantages, and (7) economic policy-making. Research validity was ensured through sample diversity and careful participant selection, while reliability was confirmed by reanalyzing three interviews by an expert, yielding 85% code consistency. The findings indicate that these categories, through their mutual interactions, reveal the multidimensional nature of mediated consumption in sport and highlight the role of social media and emerging technologies in transforming sport consumption experiences and shaping sustainable behaviors. Therefore, a comprehensive explanation of this phenomenon requires integrating multiple theories and considering contextual and environmental factors. Finally, it is recommended that policymakers adopt a holistic approach by developing technological infrastructures, supporting local content, and designing efficient economic models to foster the sustainable development of digital sport.
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