Designing a Digital Marketing Model in Small Sports Businesses

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Rahimi Mohammad; Ghorbani Mohammad Hosein; Moradi Aram; Hallaji Mohsen

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Journal Paper

Paper Information

Journal: JOURNAL OF ENTREPRENEURSHIP AND INNOVATION RESEARCH Year:2025 | Volume:4 | Issue:1 Page(s): 36-54

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Information Journal Paper

Title

Designing a Digital Marketing Model in Small Sports Businesses

Author(s)

Rahimi Mohammad | Ghorbani Mohammad Hosein | Moradi Aram | Hallaji Mohsen | Issue Writer Certificate

Keywords

Digital Strategy

Internet Marketing

digital branding

Social Networks

Sports business

Abstract

Objective: The objective of this research was to design a digital marketing model for sports businesses, considering the growing importance of internet marketing in the sports industry. Methods: This study adopted a qualitative and exploratory approach, falling under applied research in terms of purpose. The participants included marketing experts, sports management professors, and digital marketers, selected through purposeful sampling. Data was collected via in-depth, semi-structured interviews, reaching theoretical saturation after 25 interviews. Thematic analysis was employed to analyze the data and derive the research findings. Findings: The findings of the research show a four-level conceptual model consisting of 9 components, which are: social responsibility of the university, development of university agility, creation of shared value in university communications, establishment of corporate governance in the university, internationalization of the university, commercialization of knowledge and technology, promotion of an innovative culture, knowledge-based capacity building and investment in research and development and entrepreneurial projects. Conclusion: Sustainable innovation for realizing an entrepreneurial university consists of interconnected components that facilitate economic knowledge production, dissemination, and commercialization. Knowledge-based capacity building and the promotion of an innovative culture play crucial roles by providing the necessary infrastructure and support. These components empower managers and policymakers to foster sustainable innovation, advance entrepreneurial universities, and enhance future academic generations. a

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