Identifying factors affecting the use of artificial intelligence in the marketing of sporting equipment and goods

چکیده مقاله

The purpose of this research is to identify the factors affecting the use of artificial intelligence in the marketing of sports equipment and goods. The present study was a field research study in terms of its applied purpose and in terms of the method of data collection. Considering the research topic, the present study used a qualitative research method using the grounded theory method and a systematic method. The statistical population of the study was all managers and experts who were knowledgeable and knowledgeable in the field of artificial intelligence and sports marketing, totaling 14 people, which continued until theoretical saturation was reached. The researcher's indicators for sampling from the statistical population were: people familiar with the literature on artificial intelligence and sports marketing; people who have written scientific and research books and articles; people with teaching experience and work experience in any of the above fields, who were selected using two methods of purposive sampling and snowball sampling. The coding method was used in three stages of open, axial, and selective coding. The results of the research showed that quality and comprehensive data, systems integration, technology infrastructure, customer behavior analysis, algorithm optimization, smart inventory management (causal factors); environmental factors, organizational factors, human factors, geographical factors, economic factors (contextual factors); human errors, transparency in facilitating laws, digital literacy, culture building, process and data modeling (intervening factors); knowledge development and intelligence, development of improvement strategies and business intelligence,