Payame Noor University Organizational Behavior Management in Sport Studies 2538-4023 10 2 2023 08 23 Designing a consumer behavior model in the digital marketing space of sports business Designing a consumer behavior model in the digital marketing space of sports business 71 83 10277 10.30473/fmss.2023.69007.2550 FA Tayebe Valipoor Tayebi Department of sport management. Faculty of physical education and sport sciences. University of Tabriz Yaghoob Badriazarin Department of sport management. Faculty of physical education and sport sciences. University of Tabriz Vajihe Javani Department of sport management. Faculty of physical education and sport sciences. University of Tabriz Journal Article 2023 09 05 purpose of the current research was to designing a consumer behavior model in the digital marketing space of sports business which was carried out using the method of qualitative studies and the method of Shtrauss and Corbin. The statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet and snowball method, and the sample size was also determined by considering the assumption of theoretical saturation. . A semi-structured interview was used to collect data, and the researcher reached theoretical saturation by conducting 15 interviews. The validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. By analyzing the data, 450 primary codes, 56 sub-categories and 8 main categories were obtained, and the research model was designed through three stages of open coding, central coding and selective coding.The results showed that in sports consumer behavior in digital business marketing, effective factors include causal factors (digital marketing), contextual factors (organizational factors and psychological factors), intervening factors (technological progress and environmental factors), strategies (organizational strategy) and consequences (organizational growth and excellence) and the main category is digital consumer behavior, which covers all other categories. so digital marketing officials and managers should have a strategy-oriented and process-oriented view on digital consumer behavior, and the structure of the organization should be based on knowledge, learning, and performance. purpose of the current research was to designing a consumer behavior model in the digital marketing space of sports business which was carried out using the method of qualitative studies and the method of Shtrauss and Corbin. The statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet and snowball method, and the sample size was also determined by considering the assumption of theoretical saturation. . A semi-structured interview was used to collect data, and the researcher reached theoretical saturation by conducting 15 interviews. The validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. By analyzing the data, 450 primary codes, 56 sub-categories and 8 main categories were obtained, and the research model was designed through three stages of open coding, central coding and selective coding.The results showed that in sports consumer behavior in digital business marketing, effective factors include causal factors (digital marketing), contextual factors (organizational factors and psychological factors), intervening factors (technological progress and environmental factors), strategies (organizational strategy) and consequences (organizational growth and excellence) and the main category is digital consumer behavior, which covers all other categories. so digital marketing officials and managers should have a strategy-oriented and process-oriented view on digital consumer behavior, and the structure of the organization should be based on knowledge, learning, and performance. https://fmss.journals.pnu.ac.ir/article_10277_4257d558334d723002c10e1f6a428bb4.pdf