The Effect of Technology Environment on Marketing Development in the Wrestling Premier League in Iran

Document Type : Research Paper

Authors

1 M.Sc. in Sports Management, University of Mazandaran, Babolsar, Iran.

2 Associate Professor of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran.

Abstract

investigating the impact of the technology environment on marketing development in the Iran Pro Wrestling League. The research community included 16 people from officials, wrestlers, wrestling team managers, coaches and sponsors. The sampling method was purposeful and accessible. The data collection tools were semi-structured interviews and review of research literature. A set of codes and concepts were collected through open coding and important categories were obtained. In the axial coding stage, relationships were established between the categories obtained in the open coding stage and these categories were determined in 6 titles and in the form of a paradigmatic pattern. In the next stage, 85 concepts were obtained through open coding, which created 56 subcategories by categorizing these codes. In the axial coding stage, 16 main categories were classified. The results showed that in causal conditions, costs paid by fans using technology, website security and comparing the cost and benefit of technology in sports marketing; in the axial category of technology in sports marketing; in contextual conditions, desirability of income from wrestling through technology, desirability of income through marketing and profit from technology; in interfering conditions unfamiliarity of organizers and managers with the digital space caused them to have less inclination towards technology. In strategies, creating a virtual space, creativity and entrepreneurship in marketing development, organizing online predictions, using modern technology in the sports hall and internet advertising and in consequences positively behaving fans play a role. Based on the findings, wrestling officials need to use various technologies in the field of wrestling marketing.

Keywords

Main Subjects

References

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History

  • Receive Date: 04 February 2022
  • Revise Date: 04 April 2022
  • Accept Date: 15 May 2022

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