Document Type : Research Paper
Authors
1
Department of Physical Education, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
2
Department of Physical Education, Faculty of Humanities and Social Sciences, Kurdistan University, Sanandaj, Iran
3
Department of Management and Marketing, Coventry University, Coventry, UK
10.22084/smms.2022.25968.3031
Abstract
The purpose of this study was to design a social media marketing revenue model for Iranian football clubs. The research method qualitative study was conducted by using grounded theory approach. The research population included sports managers and social media experts. Sampling was done purposely. Using semi-structured interviews, 12 people were interviewed and the interviews were completed by entering the theoretical saturation. Data analysis was performed using the content analysis method in three stages of open, axial and selective coding. Results included: Causal conditions: (changing the fandom culture, the media nature of football, the influence of the spread of social media), contextual conditions: (fan behavior prediction, fan affiliation, social identity), Intervention conditions: (traditional media inefficiencies and social media unique features), Strategies: )Development of technology platform, social media marketing strategies, strengthening media communication(,Consequences include: (developing financial resources, enhancing the brand value of the club, sponsors). The findings of this study showed that social media has a significant role in increasing the income of the football club and the development of financial resources.
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