Abstract
Objective: With the development of information technology and its entry into people's lives, new needs have emerged, including the development of sports in society; Therefore, the purpose of the research is the social media model in the development of sport for all.
Methodology: This research was conducted qualitatively with a data-based approach (Strauss & Corbin). Information was obtained through documentary studies and semi-structured interviews with the statistical population, including 15 professors and experts aware of the research topic until the theoretical saturation. The sampling method is non-random and purposeful. Open, axial and selective coding methods were used to analyze the data.
Results: As a result of data analysis, 5 main categories, 20 sub-categories and 162 open source concepts were identified. Causal factors: (manpower, users, athletes and people interaction); Underlying factors: (technological advancement, ease of access, abundance of information, dynamism, freedom of expression and optimal price); Influencing factors: (barriers, filtering), strategies: (media management, introduction of new sports, taking advantage of opportunities, investment, socio-cultural activities) and consequences (development of sport for all, social media acceptance, public participation) were introduced.
Conclusion: According to the model design of this research, it seems that by implementing the research model and benefiting from its achievements, it can be used in the development of sport for all through social media.
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