Investigating the impact of social media on the development of sports businesses

Abstract

Sports organizations use social media to create opportunities to increase productivity, market share, market value and profitability. Mass media, especially cyberspace, play a major role in the field of social change in the present era. One of the best features of cyberspace marketing for today's businesses and job creation in the field of sports is that there is not much barrier to entering and using their facilities. Therefore, the present study focuses on the role of social media in the revenue development of sports businesses. The study population in this study is PhD students in sports management and sports media experts in Iran in this field. Samples were identified purposefully using random sampling. Data collection tools were interviews, and data analysis tools were customary content analysis and paradigmatic grounded theory. Based on the findings of interviews with participants, there are a number of factors in sports that act as requirements or barriers to the use of social media in the revenue development of the sports industry. Factors such as; Experiences in the field of using social media, scientific view on the use of social media, paying attention to the interests and standards of common professions in the world and activities in the virtual world and social media play an important role in generating revenue through the use of social media in industry. They have exercise. The results of the present study showed that the development of appropriate cultural programs can increase knowledge and awareness, improve the intellectual and cultural level of the audience. Also, based on the analysis of the results, marketing through social media has potentials that can enable economic development in the sports industry. Social media marketing through revenue generation and cost reduction can be an effective step towards improving financial problems and the sports industry.