نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی واحد رودهن، تهران، ایران
2 استاد مدیریت ورزشی، دانشگاه ارومیه
3 پژوهشگاه علوم ورزشی ایران
4 دانشیار مدیریت، دانشگاه تهران
چکیده
هدف پژوهش حاضر، طراحی مدل بازاریابی رسانة اجتماعی در باشگاه‌های لیگ برتر فوتبال ایران بود. این پژوهش ازنوع کیفی بود که با به‌کارگیری نظریة داده‌بنیاد انجام شد. داده‌ها ازطریق مصاحبه با 19 نفر از مدیران سطح عالی رسانه، اساتید هیئت‌علمی با گرایش بازاریابی ورزشی، مدیران بازاریابی و فناوری اطلاعات سازمان لیگ، مدیران بازاریابی و رسانة باشگاه های فوتبال و کارشناسان رسانة اجتماعی جمع‌آوری شدند که به‌صورت قضاوتی انتخاب شدند. داده‌ها طی سه مرحلة کدگذاری باز، محوری و انتخابی تحلیل شدند. در سه مرحلۀ کدگذاری، مقوله‌های اصلی و فرعی بازاریابی رسانة اجتماعی باشگاه‌ها شناسایی شدند و به یکدیگر مرتبط شدند که عبارت‌اند از: شرایط علّی (عوامل ساختاری، ماهیت فوتبال، عوامل مدیریتی، عوامل حرفه‌ای مرتبط با صنعت ورزش و عوامل مرتبط با رسانة اجتماعی)؛ شرایط زمینه‌ای (فناوری ارتباطات و اطلاعات، عوامل فرهنگی و اجتماعی، عوامل حقوقی و قانونی، عوامل اقتصادی و عوامل مرتبط با دولت و سیاست)؛ راهبردها (اقدامات فناوری، اقدامات ساختاری، اقدامات فرهنگی و اجتماعی، اقدامات قانونی، اقدامات اقتصادی، اقدامات مرتبط با بازاریابی، اقدامات مرتبط با نیروی انسانی، اقدامات مرتبط با هواداران و اقدامات مرتبط با رسانه های اجتماعی)؛ پیامدها (پیامدهای فرهنگی و اجتماعی، پیامدهای اقتصادی، پیامدهای مرتبط با بازاریابی، پیامدهای مرتبط با هواداران و پیامدهای مرتبط با رسانة اجتماعی). درنهایت نیز پارادایم کدگذاری تشریح شد و نظریة نهایی شکل گرفت. محدودیت موجود بازاریابی رسانة اجتماعی تحت‌تأثیر شرایط مختلفی اتفاق افتاده است که از وضعیت مطلوب فاصله دارد. استفاده از برخی راهبردها، امکان دستیابی به وضعیت مطلوب را فراهم می‌کند و می‌تواند تاحدودزیادی پیامدهای مطلوبی داشته باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Designing Social Media Marketing Model of Iran's Pro League Football Clubs
نویسندگان [English]
- Zahra Alam 1
- Mir Hasan Seyed Ameri 2
- Mohammad Khabiri 3
- Mojtaba Amiri 4
1 Assistant Professor of Sport Management, Islamic Azad University, Roudehen branch, Tehran, Iran
2 Professor of Sport Management of Urmia University
3 Sport Sciences Research Institute of Iran
4 Associate Professor of Management, University of Tehran
چکیده [English]
This study aimed to Designing social media marketing model of Iran's pro league football clubs. This qualitative study was conducted by using grounded theory approach. Data was gathered by Interviews (n=19) with Top managers in football and media, Faculty members with a focus on sport marketing, marketing and Information Technology executives in league organization, media and marketing executives in football clubs, and social media experts that selected by judgment sampling. Data were analyzed according to the open, axial and selective coding. Through the three coding phase, categories and sub-categories of social media marketing of football clubs were identified and related to each other as follows: Causal conditions (structural factors, the nature of football, administrative factors, professional factors of sports industry, and social media-related factors); Intervening and context condition (ICT, cultural and social factors, legal factors, economic factors and factors related to government and politics); strategies (ICT actions, structural actions, cultural and social actions, legal actions, economic actions, marketing-related actions, Human resource-related actions, fan-related actions, social media-related actions); and Consequences (socio-cultural, economy, marketing, social media and fans consequences). Finally, coding paradigm described and theory was created. Current limitations of social media marketing in football clubs have occurred under various situations. It is far from desired situation. However, it can be achieved desired situations by using practical strategies that may lead to considerable outcomes.
کلیدواژه‌ها [English]
- Social Media Marketing
- Sport Club
- Pro League Football
- Sport Marketing
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