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Javani, Vajiheh, Dokhtbagher, Naser, Pashazadeh, Saeid, Badri Azarin, Yaghub. (1405). Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs. , 7(1), 92-116. doi: 10.22034/sms.2001.141242.1346
Vajiheh Javani; Naser Dokhtbagher; Saeid Pashazadeh; Yaghub Badri Azarin. "Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs". , 7, 1, 1405, 92-116. doi: 10.22034/sms.2001.141242.1346
Javani, Vajiheh, Dokhtbagher, Naser, Pashazadeh, Saeid, Badri Azarin, Yaghub. (1405). 'Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs', , 7(1), pp. 92-116. doi: 10.22034/sms.2001.141242.1346
Javani, Vajiheh, Dokhtbagher, Naser, Pashazadeh, Saeid, Badri Azarin, Yaghub. Identification of the Functions of Social Media Marketing Strategies of Iranian Premier League Football Clubs. , 1405; 7(1): 92-116. doi: 10.22034/sms.2001.141242.1346

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

مطالعات بازاریابی ورزشی
مقاله 6، دوره 7، شماره 1 - شماره پیاپی 25، فروردین 1405، صفحه 92-116    اصل مقاله (2.03 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/sms.2001.141242.1346
نویسندگان
Vajiheh Javani* 1؛ Naser Dokhtbagher2؛ Saeid Pashazadeh3؛ Yaghub Badri Azarin4
1Asociate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, Iran
2Ph.D. Candidate, Department of Sport Management Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran
3Professor, Professor of Computer Engineering, Department of Information Technology, Faculty of Electrical and Computer Engineering, University of Tabriz, Tabriz, Iran
4Professor, 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
Marketing؛ Marketing Strategies؛ Social Media؛ Football Clubs
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