Islamic lifestyle with a focus on health

Islamic lifestyle with a focus on health

Presenting the Business Strategies Model for Marketing Sports Products in Social Networks

Authors
Shakiba Izadkhah 1
Farideh Ashraf Ganjouei 2
Zahra Haji Anzahaee 3
1 Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Corresponding Author).
3 Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Purpose: Today, many organizations use from social networks for 
marketing. As a result, the aim of this study was presenting the 
business strategies model for marketing sports products in social 
networks.
Materials and Methods: This study in terms of purpose was 
applied and in terms of implementation method was cross-sectional 
from type of correlation. The research population consisted of 2874 
people of business experts, beneficiaries and stakeholders for the 
marketing sports products, and the sample size based on the Sample 
Power software was determined 370 people, who were selected as a 
sample with using the available sampling method. The research tool 
was a researcher-made questionnaire with 68 items, which its 
content validity was confirmed by the opinion of 7 professors and 
experts, and its reliability was evaluated as suitable by Cronbach's 
alpha method. Data were analyzed with exploratory factor analysis 
and structural equation modeling methods in SPSS-25 and AMOS23 software.
Findings: The findings showed that the business strategies model 
for marketing sports products in social networks had 9 factors 
including the strategies of innovation, relation with customer, 
infrastructure, development, services, specialized human resources, 
promotion and advertising, pricing and products, which the factor 
loading of all factors was higher than 0.40, the average extracted 
variance of all of them was higher than 0.50 and the reliability of all 
of them was higher than 0.70. Also, the business strategies model 
for marketing sports products in social networks had a good fit, and 
the strategies of innovation, relation with customer, infrastructure, 
services, promotion and advertising and pricing on the product 
strategy, the strategies of innovation, infrastructure and specialized 
human resources on the development strategy and the strategy of 
product on the strategy of specialized human resources had a direct 
and significant effect (P<0.001).
Conclusion: According to the findings of this research, business 
professionals for marketing sports products in social networks can 
use the results of this study and take an effective step in marketing.
Keywords
Business Strategies
Marketing
Sports Products
Social Networks
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