Presenting a model of the impact of social media on the development of women's sports

Social media is becoming a force in public opinion and social behavior. Given the prominent role of these platforms in everyday life and easy access to information, a detailed analysis of this impact can help understand the challenges and opportunities facing women's sports. This research aimed to present a model of the impact of social media on the development of women's sports. The present research is a qualitative study conducted with a grounded theory approach based on the Glaser method. The participants in this study consisted of experts who conducted scientific and practical studies in women's sports and media, including examples of treatment methods using community experts, qualitative interviews, and a statistical sample conducted until saturation was reached. A theoretical (21 people) interview was conducted. In the process of coding the interviews conducted, a total of 104 individual-specific indicators were identified as the effects of social media on the development of women's sports, which were identified in 14 concepts and 4 categories of "psychological and individual effects", "social effects", according to a close and conceptual topic. And cultural, “economic and professional impacts”, and “international impacts and policymaking”. The research results show that social media acts as a transformative actor in women’s sports and can transform social and cultural attitudes, create new professional and economic opportunities, and strengthen the position of female athletes in global helping arenas. These findings build on informed decisions in the use of social media and recommend that sports policies and managers provide appropriate platforms to increase the presence and participation of female athletes.