The role of social networks in innovative sports businesses (case study of sports clubs in Kermanshah city)

Document Type : Research Paper I Open Access I Released under (CC BY-NC 4.0) license

Authors

1 Master of Science, Department of Sport Management, Razi University, Kermanshah, Iran

2 Associate Professor, Department of Sport Management,, Razi University, Kermanshah, Iran

Abstract

Social networks, by creating direct communication with audiences, understanding customer needs, and developing digital marketing, can pave the way for innovation in sports businesses. The main goal of this research was the role of social networks in the innovation of sports businesses. The research method was qualitative using grounded theory technique. The statistical population of the present study consisted of experts (professors, specialists, and managers) in the field of sports businesses. Snowball sampling was used to conduct semi-structured interviews. The research instrument was an interview conducted with 16 people. The validity of the research instrument (interview) was confirmed by the interviewees and then by expert professors, and the intra-subject agreement method was used to assess reliability. Grounded theory method and MAXQDA version 20 software were used for data analysis. The findings of this research showed that the role of social networks in the innovation of sports businesses includes: innovative marketing and branding, easy communication with the club, increasing customer loyalty, attracting capital, crisis management in the club, producing attractive multimedia content, innovation in the design and delivery of sports services, and generating income through cyberspace. These categories themselves include 18 concepts and 71 factors or open codes. Based on the research findings, we conclude that social networks, by creating direct communication with audiences and helping to better understand their needs, play an important role in the innovation of sports businesses.

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History

  • Receive Date: 13 May 2026
  • Revise Date: 09 September 2026
  • Accept Date: 23 October 2026

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