Social media-based marketing strategy in sports businesses
Poster Presentation
Paper ID : 1385-SSRC
Authors
1دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه پیام نور سمنان، گرمسار، ایران.
2استادیار گروه مدیریت ورزشی، دانشگاه پیام نور
Abstract
Background: Social media is the main arm of marketing strategy and one of the factors of growth and expansion of sports businesses.
Purpose: The purpose of this research was the marketing strategy based on social media in sports businesses.
Methodology: This research was conducted in a qualitative manner and was applied and exploratory in terms of purpose. The tools of data collection were semi-structured interviews and the research community was managers and marketing experts of Yazd city. The sampling method was judgmental until theoretical saturation was reached and at the end 14 interviews were conducted. Coding and presentation of the pattern was done using Max Kyoda software version 2020.
Results: The findings showed that social media had six features (low cost, more creativity, easy access, increased awareness, up-to-date information and variety). Also, the consequences of using media marketing strategies include four items (increasing income, creating jobs, increasing customer trust and word-of-mouth advertising), the challenges of using media marketing strategies include three items (cultural and legal limitations, and speed and internet bandwidth in society) and solutions to solve the challenges of using media marketing strategies included four items (use of expert manpower, survey, needs assessment and website design).
Conclusion: Sports businesses can gain significant insight into their customer base by using social media, which can help them better understand their customers' needs, preferences, and areas of interest. It is suggested to sports marketing managers to expand their businesses and use the feedback received from customers to improve while using experts and appropriate advertisements in social media.
Purpose: The purpose of this research was the marketing strategy based on social media in sports businesses.
Methodology: This research was conducted in a qualitative manner and was applied and exploratory in terms of purpose. The tools of data collection were semi-structured interviews and the research community was managers and marketing experts of Yazd city. The sampling method was judgmental until theoretical saturation was reached and at the end 14 interviews were conducted. Coding and presentation of the pattern was done using Max Kyoda software version 2020.
Results: The findings showed that social media had six features (low cost, more creativity, easy access, increased awareness, up-to-date information and variety). Also, the consequences of using media marketing strategies include four items (increasing income, creating jobs, increasing customer trust and word-of-mouth advertising), the challenges of using media marketing strategies include three items (cultural and legal limitations, and speed and internet bandwidth in society) and solutions to solve the challenges of using media marketing strategies included four items (use of expert manpower, survey, needs assessment and website design).
Conclusion: Sports businesses can gain significant insight into their customer base by using social media, which can help them better understand their customers' needs, preferences, and areas of interest. It is suggested to sports marketing managers to expand their businesses and use the feedback received from customers to improve while using experts and appropriate advertisements in social media.
Keywords