Document Type : Research Paper
Authors
1 Department of sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran
3 Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
Abstract
This study aimed to design a model explaining how athletes generate income through social media. The investigation adopted a qualitative strategy grounded in Strauss and Corbin’s systematic approach. The team gathered data through fieldwork to meet the study’s fundamental objective. The statistical population comprised 20 individuals, experts in sports management, elite athletes, and sport-business and commerce professionals active on social platforms, economic actors, and information-technology specialists. The researchers recruited them via snowball sampling. The research team applied grounded theory to conduct systematic open, axial, and selective coding procedures. They carried out open coding by thoroughly analysing interview transcripts. Guided by the resulting open codes, they formulated axial codes and, through selective coding, constructed the overarching theoretical model. Subject-matter experts subsequently validated the proposed paradigm model. The findings show that elite athletes’ ability to earn income via social media depends on causal conditions, including reliable technological infrastructure and sufficient digital literacy; contextual conditions, consistent organisational support and active government involvement; and intervening conditions, persistent economic pressures and complex legal constraints. Effective strategies for fortifying management teams, adopting current technologies, and crafting targeted digital marketing campaigns can contribute to developing this process. These actions can yield tangible benefits, including sustained economic growth, a wider appreciation of sporting culture, and measurable gains in selected social indicators.
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