Document Type : Research Paper
Authors
1 Ph.D. Student of Sports Management, Faculty of Physical Education, Tabriz branch Azad Islamic University, Iran
2 Assistant Prof. of Sports Management, Faculty of Physical Education, Tabriz branch Azad Islamic University, Iran
Abstract
The current research was conducted with the aim of Presenting value co-creation model in volleyball sports events in the context of social media. This research is applied in terms of purpose and, it's a qualitative research, in terms of approach, that was done with thematic analysis method. Participants in the research included experts related to field of research (expert professors of sports management and senior managers of sports in volleyball) who were selected non-probably using a combination of judgment and chain methods in the number of 12 people. Data collection was done with semi-structured interviews until theoretical saturation. The reliability of the data was evaluated through retest method agreement between two coders and its validity with the approval of experts. According to findings from interviews analysis with thematic analysis method and MAXQDA20 software, the main themes are factors related to league clubs (including 6 sub-components of managers' support, information technology infrastructure, communication networks, identification, media advertising and event's content production), factors related to social media (including 7 sub-components of development, production content, entertaining virtual pages, information, competitions reflection, talents' investigation and audience attraction), factors related to fans (including 5 sub-components of motivation, participation, attraction and retention program, loyalty and support) and environmental factors (including 2 sub-components of culture building and institutional support). This research provides results to facilitate the value co-creation in the digital era in sports marketing and increases the knowledge of sports managers in passing from traditional marketing of value delivery to value creation in sports business.
Keywords
Main Subjects
)