The model fit of value co-creation of sports events in social media: a case study of Iran volleyball events

Subject Areas : Sociological studies of sports

mohsen barjas ¹ , Habib Mohammadpour mogini ^{2 *} , hamid janani ³ , Jafar BargiMoghadam ⁴

1 - Student of Islamic Azad University،Tabriz Branch،Tabriz،Iran
2 - Assistant Professor, Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - -----
4 - استادیار گروه تربیت بدنی ، واحد تبریز ، دانشگاه ازاد اسلامی ،تبریز، ایران

Received: 2025-01-11 Accepted : 2025-02-10 Published : 2025-09-30

Keywords: value co-creation, sports events, social media, volleyball field.,

Abstract :

Objective: Value co-creation, with emphasizing creation of common values between fans, sports organizations and continuous interaction between them, has become a new type of strategy in modern sports services marketing. In this regard, the current research was done with the aim of fitting value co-creation model in volleyball sports events in social media's context.

Methodology: The research is applied in terms of purpose, which was done by mixed approach (qualitative-quantitative). In qualitative part, semi-structured interviews were conducted with 12 experts, including senior managers of volleyball sports federation and volleyball teams' coaches. In quantitative part, 392 premier volleyball league's fan in social media, were selected by available sampling method. Data collection tool was a researcher-made questionnaire.

Results: Based on the findings, the research model includes 4 main themes, including factors related to league clubs, factors related to social media, factors related to fans, and environmental factors, has appropriate fit.

Conclusion: Based on the results of research, sports organizations can realize the value co-creation in volleyball sports events in the context of social media and benefit from the joint creation of value with the stakeholders. This will finally lead to strengthening the growth and social development of the country's sports community.

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