Presenting a Paradigmatic Model of Network Marketing for Selling Sports Products
Keywords:
Network marketing, Sports products, ModelAbstract
The purpose of the present study was to present a paradigmatic model of network marketing for selling sports products. This qualitative research had an exploratory nature and is considered an applied type of study. The statistical population of the research included experts and marketers active in sports network marketing, managers and heads of marketing committees, manufacturing companies producing sports products, sports sponsors, and sports marketing professors. The sampling method was purposive and snowball, which reached theoretical saturation after conducting 17 in-depth interviews. For data analysis in the qualitative section, open, axial, and selective coding were used. Based on the results of the qualitative data analysis obtained from the interviews, the paradigmatic model was presented in the form of six dimensions, including causal conditions (2 categories), contextual conditions (3 categories), intervening conditions (3 categories), central phenomenon (1 category), strategies (3 categories), and consequences (3 categories). Accordingly, the causal conditions consisted of (economic and managerial situation), the contextual conditions included (banking facilities, socio-cultural, and legal-regulatory aspects), the intervening conditions included (political, capital market information, and government), the strategies consisted of (economic, managerial–institutional, and empowerment), and the consequences included (community health development, sports development, and employment development). Therefore, it is suggested that the research findings be considered as a guideline for network marketing activities of sports products.
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Copyright (c) 2025 Mina Raeisi, Seyed Abbas Biniaz, Nima Majedi (Author)
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