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The Paradigm Model of Digital Marketing in Iraqi Handball: A Grounded Theory Study | ||
| Journal of New Studies in Sport Management | ||
| مقاله 2، دوره 5، شماره 3، آذر 2024، صفحه 1172-1186 اصل مقاله (905.92 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22103/jnssm.2024.21981.1214 | ||
| نویسندگان | ||
| Vajiheh Javani* 1؛ Anmar Adnan Jawad2؛ Yaghoob Badriazarin3 | ||
| 1Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran. | ||
| 2Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran. | ||
| 3Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran. | ||
| چکیده | ||
| Digital marketing provides new opportunities for sports organizations to engage their audience. The current research aims to compile the Model of Digital Marketing in Iraqi Handball based on the qualitative paradigm model which is an approch of the grounded theory (GT) methodology. Semi-structured interviews were conducted with 20 participants who were sport management schoolars, experts in Iraqi handball, and online marketers. The data was analyzed using three coding phases. The findings revealed 79 concepts, 23 sub-categories, and 5 categories. The results showed a comprehensive framework for digital marketing in Iraqi handball that can significantly improve the current practices. The framework highlights strategies for content creation, social media engagement, data analytics, and audience targeting that resonate with fans. Adopting this digital marketing paradigm can strengthen relationships between Iraqi handball organizations and their audience by increasing awareness of their brand, enhancing interaction with audiences, increasing income opportunities, improving fan experience, and enhancing data insights. | ||
| کلیدواژهها | ||
| Digital Marketing؛ Handball؛ Iraq | ||
| مراجع | ||
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