Identifying Barriers to the Use of Social Media in the Development of Sports Businesses

Purpose: The present study aims to identify the barriers to using social media in developing sports businesses within a framework.Methodology: This research employs an exploratory mixed-method approach (qualitative and quantitative), utilizing thematic analysis for the qualitative component and structural equation modeling for the quantitative component. The qualitative sample consisted of university professors and sports business owners, with ۱۷ individuals chosen after achieving theoretical saturation. In the quantitative phase, ۴۱۷ individuals, including professors, graduates, and postgraduate students in sports management and marketing from across the country, were selected as participants. The research tools included semi-structured interviews for the qualitative portion and a ۳۲-item researcher-designed questionnaire based on the qualitative findings for the quantitative segment, both of which were confirmed for content and construct validity, with reliability determined to be ۹۱% using Cronbach's alpha. Data analysis was performed using SPSS and Amos version ۲۴.Findings: A total of ۱۵۱ open codes were extracted in this study and categorized into seven variables. In the quantitative analysis, their prioritization included filtering restrictions, legal and regulatory barriers, political and economic obstacles, management challenges, cultural and social limitations, and deficiencies in technological infrastructure. Only a lack of knowledge regarding social media did not have a significant effect.Originality: This research adopts an innovative approach to identifying the barriers to using social media in sports businesses in Iran. Unlike previous studies that have primarily focused on the benefits of social media, this research thoroughly identifies the existing challenges in this area and offers practical solutions for overcoming them. Considering the specific conditions of sports businesses in Iran, this study can enhance the management of these barriers and promote their sustainable development.

کلیدواژه ها:

Legal Barriers ، Online Marketing ، Political and Economic Barriers ، Social Media ، Sports industry ، Technological Infrastructure