Sports management, marketing
Vajiheh javani; Qasim Abdulhafedh Mahmood; Fateme abdavi
Abstract
Social media has transformed the communication structures of Iraqi football in recent years and has led to the emergence of new patterns of interaction among stakeholders in this field. The present research, employing a qualitative approach and using Netnography, examines the role of social networks ...
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Social media has transformed the communication structures of Iraqi football in recent years and has led to the emergence of new patterns of interaction among stakeholders in this field. The present research, employing a qualitative approach and using Netnography, examines the role of social networks in redefining relationships among clubs, players, fans, media, and sports institutions. The research population consisted of active Iraqi users on football fan pages and groups, selected through purposive sampling. Data was collected through direct observation of digital interactions and semi-structured interviews, and then analyzed using thematic analysis. The results demonstrate that the online space has not only replaced official communication channels but has also become a dynamic platform for direct participation and the reproduction of communicative power. In this context, the role of fans and informal content producers has become more prominent than before, and the credibility of sources is defined not on the basis of institutional status but rather according to information quality, track record, and the level of user engagement. At the same time, social media sometimes contributes to strengthening cohesion and collective solidarity, while in other circumstances it leads to the emergence of tensions and conflicts. Based on these findings, it is recommended that Iraqi clubs and sports institutions revise their communication strategies in line with these developments and move toward two-way interaction, transparency, and broader cooperation with the fan community.
