Volume 12, Issue 24 (12-2022)
JRSM 2022, 12(24): 104-120 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Izadkhah S, Ashraf Ganjooei F, Haji Anzhaei Z. Designing a Strategic Business Model for Marketing Sports Products on Social Networks. JRSM 2022; 12 (24) :104-120
URL: http://jrsm.khu.ac.ir/article-1-3139-en.html
URL: http://jrsm.khu.ac.ir/article-1-3139-en.html
1- Central Tehran Branch, Islamic Azad University
2- Central Tehran Branch, Islamic Azad University ,ganjoei@yahoo.com
2- Central Tehran Branch, Islamic Azad University ,
Abstract: (4340 Views)
The purpose of this study was to design a model of business strategies for marketing sports products on social networks. The statistical sample of this study consisted of 20 experts (university faculty members, employment and entrepreneurship consultants, and sports market consultants and sports business managers). Sampling was purposeful and snowballs and continued until the interviews reached the stage of theoretical saturation. Data were collected through in-depth and semi-structured interviews. The validity of the study was confirmed based on the criteria of "acceptability", "transferability" and "verifiability". Also, 85% reliability was reported. According to the obtained results, it can be said that in order to provide an implementation mechanism, 1) innovation strategy, 2) customer relationship strategy, 3) infrastructure strategy, 4) development strategy, 5) service strategy, 6) Expert manpower strategy, 7) Promotion strategy, 8) Pricing strategy and 9) Product strategy to be considered. Marketing strategies have an impact on the performance of sports businesses, meaning that sports businesses on social networks can reach a good position in a competitive environment when they have a good marketing strategy. Therefore, it is necessary for sports business managers in social networks to pay special attention to marketing strategies in order to develop their performance.
Keywords: Innovation Strategy, Promotion Strategy, Pricing Strategy, Sports Product Marketing, Social Networks
Type of Study: Research |
Subject:
sport management
Received: 2021/06/23 | Accepted: 2021/09/5 | ePublished ahead of print: 2022/11/15 | Published: 2022/12/31
Received: 2021/06/23 | Accepted: 2021/09/5 | ePublished ahead of print: 2022/11/15 | Published: 2022/12/31
References
1. 1. Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons. 2010;53(1):59-68. [DOI:10.1016/j.bushor.2009.09.003]
2. Safko L. The social media bible: tactics, tools, and strategies for business success: John Wiley & Sons; 2010.
3. Kotler P, Armstrong G. Principles of marketing: Pearson education; 2010.
4. Levy M. Stairways to heaven: implementing social media in organizations. Journal of Knowledge Management. 2013. [DOI:10.1108/JKM-02-2013-0051]
5. Wang Z, Kim HG. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing. 2017;39:15-26. [DOI:10.1016/j.intmar.2017.02.004]
6. Keegan BJ, Rowley J. Evaluation and decision making in social media marketing. Management decision. 2017. [DOI:10.1108/MD-10-2015-0450]
7. Ngai EW, Tao SS, Moon KK. Social media research: Theories, constructs, and conceptual frameworks. International journal of information management. 2015;35(1):33-44. [DOI:10.1016/j.ijinfomgt.2014.09.004]
8. Mangold WG, Faulds DJ. Social media: The new hybrid element of the promotion mix. Business horizons. 2009;52(4):357-65. [DOI:10.1016/j.bushor.2009.03.002]
9. Laroche M, Habibi MR, Richard M-O. To be or not to be in social media: How brand loyalty is affected by social media? International journal of information management. 2013;33(1):76-82. [DOI:10.1016/j.ijinfomgt.2012.07.003]
10. Del Giudice M, Della Peruta MR, Carayannis EG. Social media and emerging economies: Technological, cultural and economic implications: Springer Science & Business Media; 2013. [DOI:10.1007/978-3-319-02490-5]
11. Sashi CM. Customer engagement, buyer‐seller relationships, and social media. Management decision. 2012. [DOI:10.1108/00251741211203551]
12. Tynan C, McKechnie S, Chhuon C. Co-creating value for luxury brands. Journal of business research. 2010;63(11):1156-63. [DOI:10.1016/j.jbusres.2009.10.012]
13. Nieto MJ, Santamaría L. The importance of diverse collaborative networks for the novelty of product innovation. Technovation. 2007;27(6-7):367-77. [DOI:10.1016/j.technovation.2006.10.001]
14. Okonkwo U. Luxury online: Styles, systems, strategies: Springer; 2010. [DOI:10.1057/9780230248335]
15. Kapferer J-N, Bastien V. The luxury strategy: Break the rules of marketing to build luxury brands: Kogan page publishers; 2012.
16. Chevalier M, Gutsatz M. Luxury retail management: How the world's top brands provide quality product and service support: John Wiley & Sons; 2012.
17. Arrigo E. Luxury brands enter the online market. The Management of Luxury: A Practitioner's Handbook, Kogan Page Publishers, London. 2014.
18. Ko E, Phau I, Aiello G. Luxury brand strategies and customer experiences: Contributions to theory and practice. Journal of Business Research. 2016;69(12):5749-52. [DOI:10.1016/j.jbusres.2016.04.170]
19. Phan M, Thomas R, Heine K. Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing. 2011;2(4):213-22. [DOI:10.1080/20932685.2011.10593099]
20. Kim AJ, Ko E. Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing. 2010;1(3):164-71. [DOI:10.1080/20932685.2010.10593068]
21. Hughes MÜ, Bendoni WK, Pehlivan E. Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers. Journal of Product & Brand Management. 2016.
22. Godey B, Manthiou A, Pederzoli D, Rokka J, Aiello G, Donvito R, et al. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research. 2016;69(12):5833-41. [DOI:10.1016/j.jbusres.2016.04.181]
23. Webster J, Watson RT. Analyzing the past to prepare for the future: Writing a literature review. MIS quarterly. 2002:xiii-xxiii.
24. Kitchenham B, Brereton OP, Budgen D, Turner M, Bailey J, Linkman S. Systematic literature reviews in software engineering-a systematic literature review. Information and software technology. 2009;51(1):7-15. [DOI:10.1016/j.infsof.2008.09.009]
25. Glaser B. Theoretical sensitivity. Advances in the methodology of grounded theory. 1978.
26. Strauss A, Corbin JM. Grounded theory in practice: Sage; 1997.
27. Goulding C. Grounded theory: A practical guide for management, business and market researchers: Sage; 2002.
28. Coulter KS, Brengman M, Karimov FP. The effect of web communities on consumers' initial trust in B2C e‐commerce websites. Management Research Review. 2012. [DOI:10.1108/01409171211256569]
29. Astuti R, Silalahi RLR, Wijaya GDP. Marketing strategy based on marketing mix influence on purchasing decisions of Malang apples consumers at giant Olympic garden mall (MOG), Malang city, East Java province, Indonesia. Agriculture and Agricultural Science Procedia. 2015;3:67-71. [DOI:10.1016/j.aaspro.2015.01.015]
30. Rosta A, Venus D, Ebrahimi A. Marketing and market management. Tehran: samt publishers. 2006:150-250.
31. MEMARI Z, KHABIRI M, HAMIDI M, KAZEMNEJAD A, YAD EF. Modeling the Marketing Mix in Sport Industry of Iran.
32. Ross RP, Campbell T, Wright JC, Huston AC, Rice ML, Turk P. When celebrities talk, children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology. 1984;5(3):185-202. [DOI:10.1016/0193-3973(84)90017-0]
33. Mihai AL. Sport marketing mix strategies. SEA-Practical Application of Science. 2013;1(01):298-303.
34. Mohammadi, S., Esmaili, N., Salehi, N. The Evaluation of Situation of Information Technology Literacy in Sport Organization. Sport Management Studies, 2017; 8(40): 97-112. doi: 10.22089/smrj.2017.906
35. Ahmadian S, Khoshtinat B. Strategy Implementation and Performance: The Moderating Role of Creativity and Training of Strategic Planning Principles. Journal of Innovation and Creativity in Human Science. 2018;8(2):87-112.
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
