Identifying the Success Factors of Online Sales of Sports Products and Services in Social Media
This research was conducted with the aim of identifying and ranking the success factors of online sales of sports products and services on Instagram. The statistical population in this research included experts, professors and researchers in the field of media and marketing in the qualitative part a...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Isfahan
2023-07-01
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| Series: | Archives in Sport Management and Leadership |
| Subjects: | |
| Online Access: | https://asml.ui.ac.ir/article_27962_ab81fadf1d4dcb787cb1d999ef9de085.pdf |
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| Summary: | This research was conducted with the aim of identifying and ranking the success factors of online sales of sports products and services on Instagram. The statistical population in this research included experts, professors and researchers in the field of media and marketing in the qualitative part and in the quantitative part it included experts in the field of media, marketing, internet business owners, sellers, service providers and online customers. In the qualitative part, the snowball sampling method was used and theoretical saturation was achieved with 13 interviews, and in the quantitative part, 130 people were indicated by using the Cochran formula. For this purpose, using a hybrid approach, first by using a library study and in-depth interview to identify the components, and then by using a researcher-made questionnaire from the components identified in the previous stage and conducting a survey. The findings have shown that the six components of confidence, ease of use, responsiveness, quality of information, quality of the page and promotion are effective in this matter. Among these components, the quality of the Instagram page, the quality of information and promotion are considered to be the most important factors in the success of online sales of sports products and services on media. It seems that the use of blind factors and research findings can have a special effect in improving online sales of sports products and services. |
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| ISSN: | 2981-0523 |