محمدسعید کیانی

The primary objective of this research was to investigate the impact of new social media on the marketing of sports products in Iran. The research utilized a qualitative and applied methodology, focusing on experts in sports marketing and sports management professors as the research population. Data from interviews were analyzed through three stages of coding: open, central, and selective. Within the context of Internet marketing in sports, several key issues emerged, including the absence of a dedicated authority for Internet sports marketing, instability in sports management, lack of comprehensive regulations, and underutilization of Internet marketing in sports business processes. Traditional methods persisted despite economic challenges. The study concluded that the absence of a specific authority for Internet marketing in sports leads to confusion, improper monitoring, and potentially harmful marketing practices. Establishing consistent regulations is crucial to the development and institutionalization of Internet marketing in the sports industry.

Sports organizations use social media to create opportunities to increase productivity, market share, market value and profitability. Mass media, especially cyberspace, play a major role in the field of social change in the present era. One of the best features of cyberspace marketing for today's businesses and job creation in the field of sports is that there is not much barrier to entering and using their facilities. Therefore, the present study focuses on the role of social media in the revenue development of sports businesses. The study population in this study is PhD students in sports management and sports media experts in Iran in this field. Samples were identified purposefully using random sampling. Data collection tools were interviews, and data analysis tools were customary content analysis and paradigmatic grounded theory. Based on the findings of interviews with participants, there are a number of factors in sports that act as requirements or barriers to the use of social media in the revenue development of the sports industry. Factors such as; Experiences in the field of using social media, scientific view on the use of social media, paying attention to the interests and standards of common professions in the world and activities in the virtual world and social media play an important role in generating revenue through the use of social media in industry. They have exercise. The results of the present study showed that the development of appropriate cultural programs can increase knowledge and awareness, improve the intellectual and cultural level of the audience. Also, based on the analysis of the results, marketing through social media has potentials that can enable economic development in the sports industry. Social media marketing through revenue generation and cost reduction can be an effective step towards improving financial problems and the sports industry.

Every year, a lot of money is spent on building new sports facilities, however, in recent years, paying attention to the needs of customers and responding to their demands in order to attract them, is one of the most important and necessary tasks. And the goals of organizations have changed the purpose of this research is to investigate the effective factors in attracting customers of sports venues by combining marketing and new technologies. The current research is an applied research. The statistical population of this research is made up of customers of sports venues in Kermanshah and Kurdistan. According to Morgan's table, 384 were randomly selected as a sample from among the customers of multi-purpose sports facilities. In order to collect information, mixed questionnaires of residential marketing (2009) and researcher-made questionnaires were used. After confirming the formal and content validity of the questionnaires by experts, reliability was calculated through Cronbach's alpha, respectively. The structural equation method was used to analyze the findings. In general, it can be acknowledged that the marketing mix and the use of information technology have a direct effect on the process of attracting customers to sports venues. Paying attention to the findings, the average of the elements of the marketing mix obtained is higher from the average. It means that the mixed elements of marketing are more than average, so it is recommended that managers, by using these strategies, highlight the competitive advantages of places through the use of physical and virtual space, as a result, customer loyalty is vital for the success of the organization. It is usually more expensive to attract new customers than to keep existing customers. Therefore, it is suggested to maintain loyal fans as a competitive asset, and one of the ways to strengthen this is through establishing a sincere, appropriate and strong cooperative relationship between service providers and beneficiaries.