Development of a Digital Marketing Model Based on Social Commerce in Sports Goods

Abstract

Iran's sporting goods industry, facing digital transformation and competitive pressures, requires innovative strategies. This study aimed to develop a digital marketing model based on social commerce for Iranian sporting goods manufacturers. This applied research employed a qualitative approach using Grounded Theory method. The statistical population included academic and executive experts in sports management, digital marketing, and information technology. Through purposive and theoretical sampling, 23 participants were selected and interviewed until theoretical saturation. Data were collected via semi-structured interviews and analyzed through open, axial, and selective coding using MAXQDA software. Validity and reliability were confirmed using Guba and Lincoln's criteria.  Implementing and institutionalizing social commerce-based digital marketing emerged as the core phenomenon. Causal conditions included digital competitive threat, communicational failure with consumers, compulsion to migrate to social platforms, and break from traditional purchasing styles. This phenomenon occurred within contextual conditions (technological infrastructure, regulations, socio-economic status) and under intervening conditions (management support, financial resources, team expertise, supporting technology, organizational readiness). Main strategies identified were interactive marketing, leveraging new technologies, multi-channel platform development, after-sales service enhancement, team empowerment, strategic innovation, and brand social responsibility. These strategies led to performance, relational, strategic, and credibility outcomes. Findings demonstrate the necessity of transitioning to an integrated, technology-enabled, community-based model for achieving sustainable competitive advantage in Iran's sports industry.