Document Type : Research Paper
Authors
1 Master's student in sports management, Islamic Azad University, Birjand, Iran
2 Assistant Professor of Sports Management, Islamic Azad University, Birjand Branch
Abstract
A B S T R A C T
The current research was conducted with the aim of designing a digital literacy model in sports businesses using the foundation data method. This research has been carried out in the framework of qualitative approach and by applying the data base research method. The statistical population of the expert participants in this research included: expert professors in the field of sports media, professors in the field of entrepreneurship and sports business, and researchers with articles in the field of digital literacy and entrepreneurship. The statistical sample consisted of 12 experts who were selected for a semi-structured interview through purposive sampling. The interviews continued until the theoretical saturation stage. Data were analyzed at the same time as information was collected using the Strauss and Corbin method. The validity of the data was confirmed based on the intra-subject agreement percentage equal to 0.80. The results showed that 101 initial codes with 28 subcategories and 5 main categories in the form of five dimensions formed the paradigmatic model of the digital literacy pattern in sports businesses, the most important consequences of which are the growth of advertising, customer orientation, and Instagram marketing in sports businesses. It is suggested that Instagram marketing and modern advertising methods be used to develop and grow sports businesses.
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