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

Abstract

Abstract
The Iranian sporting goods industry needs new strategies in the face of digital transformation and competitive pressure. This research aimed to develop a digital marketing model based on social commerce for Iranian sporting goods manufacturers. The present research was conducted with a qualitative approach and data-based theory method in terms of purpose. The statistical population included academic and executive experts in the fields of sports management, digital marketing, and information technology, 23 of whom were selected through purposive and theoretical sampling and interviewed until theoretical saturation was reached. Data were collected through semi-structured interviews and analyzed in three stages of open, axial, and selective coding with MAXQDA software. Validity and reliability were confirmed with the criteria of Guba and Lincoln. The findings showed that the implementation and institutionalization of digital marketing based on social commerce is a pivotal phenomenon. The causal conditions that were effective were digital competitive threat, failure of communication with the consumer, forced to move to a social platform, and a break from the traditional shopping style. This phenomenon was formed in the context of background conditions (technological infrastructure, regulations, and socio-economic situation) and under the influence of intervening conditions (management support, financial resources, team expertise, supporting technology, and organizational readiness). The main strategies were identified in the form of interactive marketing, utilization of new technologies, development of multi-channel platforms, improvement of after-sales services, team empowerment, innovation in strategy, and brand social responsibility. Finally, the implementation of these strategies leads to consequences at the functional, communication, strategic, and reputation levels. The overall conclusion indicates the necessity of transitioning to an integrated, technology-driven, and community-based model to gain sustainable competitive advantage in the Iranian sports industry.