University of Kurdistan Sport Marketing Studies 2783-0535 Articles in Press 2025 11 05 The Impact of Social Media on Interaction Patterns Among Stakeholders in Iraqi Football The Impact of Social Media on Interaction Patterns Among Stakeholders in Iraqi Football 64194 10.22034/sms.2025.144399.1530 FA Vajiheh Javani Asociate Professor, Department of Sport Management Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN Qasim Abdulhafedh Mahmood Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN 0009-0003-4707-9078 Fateme Abdavi University of Tabriz Journal Article 2025 08 28 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. 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.