identify the factors affecting consumer behavior in digital sports marketing

Purpose: the purpose of the current research was to identify the factors affecting consumer behavior in digital sports marketing.method: this research has a qualitative approach and the grounded theory method of strauss and corbin has been used as the research method.  the statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet method, and the sample size was also determined by considering the assumption of theoretical saturation. a in-depth and semi-structured interview has been used to collect data. the researcher conducted 14 interviews with professors and researchers who have reached theoretical saturation in the field of consumption and digital marketing, but for more certainty, he conducted one more interview. the validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. that during three stages of open coding, central coding and selective coding, the desired results were obtained.results: factors affecting consumer behavior in digital sports marketing were categorized as three main factors with 6 components as follows, digital marketing (electronic marketing, content marketing, email marketing), organizational factors (external organizational factors, internal organizational factors) and psychological factors.conclusion: therefore, it is better for digital marketing officials and managers to 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.