Designing a Network Marketing Model in the Sale of Sports Products
Keywords:
Network marketing, sports products, mixed-methodsAbstract
The aim of the present study was to design a network marketing model for the sale of sports products. This research is applied in nature and employed a mixed-methods approach (qualitative and quantitative). In the qualitative section, the sample included experts and marketers active in sports network marketing, managers and heads of marketing committees, sports product manufacturing companies and sponsors, as well as sports marketing professors. A total of 17 individuals were selected through purposive sampling for in-depth interviews, which continued until theoretical saturation was achieved. In the quantitative section, the statistical population included managers of sports product manufacturing companies, sports marketing managers of federations, sports product sponsors, economists and marketers, doctoral students, and experts in the field of network marketing. Using an accessible sampling method based on structural equation modeling, 220 individuals were selected as the sample. The data collection tool in the qualitative part was a semi-structured interview, while in the quantitative part it was a researcher-developed questionnaire. For data analysis, the Strauss and Corbin coding method was applied in the qualitative section, and factor analysis along with structural equation modeling was conducted in the quantitative section using SPSS and PLS software. Based on the qualitative data analysis derived from the interviews, a paradigmatic model was presented within six dimensions, including causal conditions (2 categories), contextual conditions (3 categories), intervening conditions (3 categories), core phenomenon (1 category), strategy (3 categories), and consequences (3 categories). The model indices indicated that the developed framework had an acceptable fit, and all relationships between causal, contextual, intervening, strategic, and consequential factors were statistically significant and in a positive direction. The results of this study will be useful for policymaking and developing strategic programs aimed at expanding network marketing in the sale of sports products.
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Copyright (c) 2025 Mina Raeisi, Seyed Abbas Biniaz, Nima Majedi (Author)
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