Factors affecting the consumption behavior of fans in social media space through influential sports figures

The present study was conducted with the aim of determining the factors affecting the consumption behavior of fans in the social media space through influential sports figures. This research is a mixed research, sequential exploratory (qualitative-quantitative) type. The statistical population in the qualitative section was 15 sports management experts. In the quantitative section, the statistical population included people who had been following at least one influential sports figure in the social media. the Delphi method was used, which was finalized after summarizing, coding, and reaching theoretical saturation of the factors, and the output of which was a questionnaire consisting of 5 categories of factors that were developed on a Likert scale. the structural equation method with the partial least squares method was used using Smartpls 4 software.The results showed that five basic roles can be envisioned for the influence of influential sports figures on the consumer behavior of fans in the social media space, which are: match between the influential figure and the product, the communication of the influential figure, the credibility of the influential figure, the influence on the mind and attitude of the consumer, and the guarantee of the influential figure. Managers and active marketers can use the results of the research to further influence the consumer behavior of fans of influential sports figures.