Designing social media sports marketing model

This study aimed to Designing social media sports marketing model. This qualitative study was conducted by using grounded theory methodology Strauss and Corbin approach. For gathering data, high level documents have been studied and Semi-structured In-depth Individual Interview experts who were aware of the subject. The statistical population of the study consisted professors & sports managers who were aware of the social media marketing. Sampling method was purposive sampling method and thirteen interviews with elites and experts  have been collected. For data analysis, It was used the continuous comparison method in three stages: open, axial and selective coding. Base on the study results, 5 main components and 25 subcomponents and 317 open codes were extracted and finally, coding paradigm social media sports marketing model described and theory was created. Through the three coding phase, categories and sub-categories were identified and related to each other as follows: Causal conditions (Human resources, Specialist force, Education, Volunteer); Intervening and context condition (Social Media Power Factors, The difference between traditional and modern media, Tendency to digital systems, Easy access, Audience Category, Price, Search, Paper media, Inefficiency of traditional media); Intervening factors (Restrictions, Infrastructure, Managers ignorance); finally, strategies (Promotion, Communications, Loyalty, Content creation, Branding, Trust building, Public relations). However, it can be achieved desired situations by using social media sports marketing model that may lead to considerable outcomes