Document Type : Original Article
Authors
1
PhD student in Sports Management, Faculty of Physical Education and Sport Sciences, Allameh Tabatabaei University, Tehran, Iran
2
Associate professor of sport management
3
Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Allameh Tabatabaei University, Tehran, Iran
10.22034/sms.2025.143040.1464
Abstract
The aim of the present study was the native social marketing pattern of Iranian national team female athletes. The statistical population of this study was 16 experts (national-level female athletes, coaches of women's national teams, and university professors with a history of scientific and practical activity in the field of marketing). Data were collected through semi-structured interviews with experts. After implementing the interviews, conceptual codes were identified from the interview texts, and the interview texts were analyzed. Data analysis was performed simultaneously and continuously with information collection. The results showed that the causal conditions included the factors of social norms, moral and social commitment, behavioral norms, and professional understanding. The background conditions included the factors of general and professional education, the complexities of the professional market, organizational culture, and the level of credibility in society. Also, the intervening conditions consisted of social factors, political and economic factors, and gender discrimination. The results showed that the strategies consisted of the factors of providing attractive and suitable content for women, social approval, marketing through social networks, and value creation. Finally, the results showed that the consequences included social development factors for female athletes, sustainable development, economic consequences, individual consequences for female athletes, and social benefits. The central category was: social phenomena, cultural phenomena, and advertising phenomena.
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