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Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs

نوع مقاله : مقاله پژوهشی

نویسندگان

1 Asociate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, Iran

2 Ph.D. Candidate, Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran

3 Professor, Professor of Computer Engineering, Department of Information Technology, Faculty of Electrical and Computer Engineering, University of Tabriz, Tabriz, Iran

4 Professor, Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran

چکیده

Today, social media marketing has created a growing and remarkable trend in the marketing activities of football clubs, and a significant part of the exchange of sports goods and services has been transferred to electronic platforms. Therefore, the aim of the present study was to identify the functions of social media marketing strategies of Iranian Premier League football clubs. The research was applied in terms of purpose, and data collection and analysis were carried out using the fuzzy Delphi technique in three stages. The statistical population of the study consisted of 20 experts in the fields of sport management and sport marketing, who were selected purposively. In the fuzzy Delphi process, components and indicators were first identified, and then their importance was evaluated across several stages, leading to expert consensus. The findings of the research indicated that transactional marketing strategy, relationship marketing strategy, database marketing strategy, knowledge-based marketing strategy, and customer-oriented marketing strategy can have valuable functions in the effectiveness of social media marketing activities of Iranian Premier League football clubs. These functions are realized through creating customer loyalty and satisfaction, providing the groundwork for brand recognition and brand awareness in order to enhance brand identity, increasing market share and perceptions of product quality and relative price, developing new products, increasing sales, and reducing marketing costs. The results of the study also confirmed this issue. The achievements of this study can provide appropriate solutions for the development of social media marketing activities in the football industry.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs

نویسندگان [English]

  • Vajiheh Javani 1
  • Naser Dokhtbagher 2
  • Saeid Pashazadeh 3
  • Yaghub Badri Azarin 4

1 Asociate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, Iran

2 Ph.D. Candidate, Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran

3 Professor, Professor of Computer Engineering, Department of Information Technology, Faculty of Electrical and Computer Engineering, University of Tabriz, Tabriz, Iran

4 Professor, Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran

چکیده [English]

Today, social media marketing has created a growing and remarkable trend in the marketing activities of football clubs, and a significant part of the exchange of sports goods and services has been transferred to electronic platforms. Therefore, the aim of the present study was to identify the functions of social media marketing strategies of Iranian Premier League football clubs. The research was applied in terms of purpose, and data collection and analysis were carried out using the fuzzy Delphi technique in three stages. The statistical population of the study consisted of 20 experts in the fields of sport management and sport marketing, who were selected purposively. In the fuzzy Delphi process, components and indicators were first identified, and then their importance was evaluated across several stages, leading to expert consensus. The findings of the research indicated that transactional marketing strategy, relationship marketing strategy, database marketing strategy, knowledge-based marketing strategy, and customer-oriented marketing strategy can have valuable functions in the effectiveness of social media marketing activities of Iranian Premier League football clubs. These functions are realized through creating customer loyalty and satisfaction, providing the groundwork for brand recognition and brand awareness in order to enhance brand identity, increasing market share and perceptions of product quality and relative price, developing new products, increasing sales, and reducing marketing costs. The results of the study also confirmed this issue. The achievements of this study can provide appropriate solutions for the development of social media marketing activities in the football industry.

کلیدواژه‌ها [English]

  • Marketing
  • Marketing Strategies
  • Social Media
  • Football Clubs
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مطالعات بازاریابی ورزشی
دوره 7، شماره 1 - شماره پیاپی 25
فروردین 1405
صفحه 92-116
فایل ها
هم رسانی
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