Document Type : Research Paper
Authors
Abstract
The main purpose of this study was assessing internet marketing and quality of Iran and Europe successful Football club websites. A descriptive study was carried out based on 4-dimensional model of website quality evaluation that was performed by Miranda and colleagues (2009) in sport environment. The model consists of four categories: Speed, navigability, accessibility, content. Validity and weighting of the factors were taken from professors in management and sport management. The sample was 30 Successful Football Club Websites of Iran professional league and Europe major leagues including: English (Premier League), German (Bundesliga), Spanish (La Liga), Italy (Serie A), France (le Championnate). Finding indicated that except communicational content and speed, Iranian Football club websites had much lower quality than Europeans in transactional content, informational content, promotional content and navigability. Among these 30 websites, Chelsea FC Website had the highest quality average (WAI) and the club Zob Ahan Isfahan had the lowest quality according our index. It is suggested that Iran’s Football club managers use the opportunities that this strong media makes effectively, by creating strategies and policies to connect with fans and flowing income in the best way.
Keywords
1. Abbasi, A., Mohamadian. M. (2008). Relationship between Consumers Attitude toward Websites and Internet Advertising Effectiveness, Iran Management Sciences, 2 (7): 99- 119. (Persian)
2. Ameli, S.R. (2006). Assessment of Iran's Cyberspace, Proceedings of Students, Publication of Tehran University and the Higher Council for Notification. (Persian)
3. Arabarmi, B. (2010). Assessment and Development Websites of Physical Education and Sport Sciences Faculties in Tehran Based on Expectations of the Students, Master's thesis, Faculty of Physical Education Tehran University. (Persian).
4. Doulani, A., Hoseininasab, D. (2009). Providing an Appropriate Model for Tabriz University of Medical Sciences university’s Websites through content and structural analysis of U.S.A Universities Websites with help of experts, Health Journal, 12 (35): 41-8. (Persian).
5. Dragulanscu, N.G. (2002). Website Quality Evaluations: Criteria and Tools. International Information & Library, 34(3): 247-54.
6. Evans, J.R,. King, V.E,. (1999). Business to Business Marketing and the World Wide web: Planning, Managing and Assessing Website. Industrial Marketing Management, 28(4):345- 58.
7. Fride, A, P. (2007). Reflection on the Implementation of A Course Website Maintained by Multiple Faculty Members: Analysis, Development. Sustainability and Evaluation. Educational Technology System, 35(3):337-345.
8. Gholamian, J, Shajie, R. (2006). Checking the Status of Corporate and Sporting Federation’s website in Iran on the Basis of General and Specialized Evaluation Criteria, the 4th Physical Education Scientific Congress, Al-Zahra University. (Persian).
9. Haghighinasab, M., Tabein, A. (2007). Assessing the Attractiveness and Usability of the Website in Iranian Petrochemical Commercial Company from the perspective of internal customers in the industrial market space, Business Management, 1 (1): 21-38. (Persian).
10. Kevin, F., Daniel, C., Glen, F., Hornby, C. (2009). The Role of Website Content on Motive and Attitude Change for Sport Events. Journal of Sport Management, 23(1):21-40.
11. Kiang, Melody,.Chi, Robert,. (2001). A Framework for Analyzing the Potential Benefit of Internet Marketing, Journal of Electronic Commerce Research, 2(4): 157-63.
12. Kriemadis, Thanos, Terzoudis, Christos, Kartakoullis, Nicos. (2010). Internet Marketing in Football Clubs: A Comparison between English and Greek Websites. Soccer & Society, 11(3): 291-307.
13. Mamghani, AR. (2010), Identification and Ranking of Key Factors Influencing the Quality of the Website Service Provider (SITQUAL) in online purchases from the View Point of RAJA Customers, (Researcher) Management Journal (8): 95- 106. (Persian).
14. Miranda, F. J., Chamorro, A., Valero, V., Maestre, J,. (2009). Quantitative Assessment of Football Web Sites: An Empirical Study of the Best European Football Club. J. Service Science & Management, 3: 110-16.
15. Miranda, F.J., Cortés, R., Barriuso, C. (2006). Quantitative Evaluation of E-Banking Websites: An Empirical Study of Spanish Banks. The Electronic Journal Information Systems Evaluation. 9(2): 73 - 82.
16. Mohammadi, S., Izadi, B., Salehi, N. (2012). Iran's National Team Coaches Attitude towards the Use of Information Technology in Sport, Sport Management, 15: 123-141. (Persian)
17. Nikoukar, Gh, Divandari, A, Ebrahimi, AH, Asfidani, MR. (2008). The Pattern of Consumer Behavior and Internet Marketing Strategies: Iran Home Appliances, Business Management, 1 (1): 135-50. (Persian).
18. Official Website of Ac Milan Football Club. Retrieved 2012; August .27, from: www. Acmilan.Com/en.
19. Official Website of Arsenal Football Club. Retrieved 2012; August .23, from: www.Arsenal.Com.
20. Official Website of Bayer Leverkusen Football Club. Retrieved 2012; September 8, from: www.Bayer04.De.
21. Official Website of Borussia Dortmund Football Club. Retrieved 2012; September.9, from: www.Bvb.de.
22. Official Website of Chelsea Football Club. Retrieved 2012; August .26, from: www.Chelseafc.Com.
23. Official Website of Atletico de Madrid Football Club. Retrieved 2012; September.5, from: www. Clubatletico- dmadrid. Com.
24. Official Website of Barcelona Football Club. Retrieved 2012; September.3, from: www.FcBarcelona.Com.
25. Official Website of Bayern Munich Football Club. Retrieved 2012; September.7, from: www.Fcbayern.Telekom.De.
26. Official Website of Esteghlal Football Club. Retrieved 2012; September.18, from: www.Fcesteghlal.ir.
27. Official Website of Fooladsepahans Football Club. Retrieved 2012; September.17, from: www.Foolad sepahan sport.Com.
28. Official Website of Juventus Football Club. Retrieved 2012; September.1, from: www.Juventus.Com.
29. Official Website of Inter Milan Football Club. Retrieved 2012; August .28., from: www.Inter.it/Ass/Hp.
30. Official Website of Losc Lille Football Club. Retrieved 2012; September.13, from: www.Losc.Fr.
31. Official Website of Manchester United Football Club. Retrieved 2012; August .22, from: www.Manutd.Com.
32. Official Website of Manchester City Football Club. Retrieved 2012; August .24, from: www.Mcfc.Co.Uk.
33. Official Website of Montpellier Football Club. Retrieved 2012; September.16, from: www.Mhscfoot.Com.
34. Official Website of Olympique De Marseille Football Club. Retrieved 2012; September.14, from: www.Om.net/en.
35. Official Website of lyon Football Club. Retrieved 2012; September.12. From: www.OlWeb.Fr.
36. Official Website of Paris Saint - German Football Club. Retrieved 2012; September.15, from: www.Psg.fr/en.
37. Official Website of Real Madrid Football Club. Retrieved 2012; September.2, from: www.Realmadrid.Com.
38. Official Website of Sevilla Football Club. Retrieved 2012; September.6, from: www.Sevillafc.es.
39. Official Website of Shalke o4 Football Club. Retrieved 2012; September.10, from: www.Shalke04.Com.
40. Official Website of Lazio Football Club. Retrieved 2012; August .30, from; www.Sslazio.it.
41. Official Website of Napoli Football Club. Retrieved 2012; August .29, from: www.Sscnapoli.it.
42. Official Website of Tottenham Football Club. Retrieved 2012; August .25, from: www.Tottenhamhotspur.Com.
43. Official Website of Tractorsazi Tabriz Football Club. Retrieved 2012; September.20, from: www.Tractor-club.Com.
44. Official Website of Valencia Football Club. Retrieved 2012; September.4, from: www.Valenciacf.Com.
45. Official Website of Werder Bremen Football Club. Retrieved 2012; September.11, from: www.Werder.de.
46. Official Website of Zobahan Esfahan Football Club. Retrieved 2012; September.21, from: www.Zobahan club.Com.
47. Official Website of Perspolis Football Club. Retrieved 2012; September.19, from: www.Fc-perspolis.Com.
48. Ramezaninejad, R., Rahmaninia, F., Borumand dolagh, Mr. (2009). Investigating the Incidence of Aggressive Behaviors of PEGAH football team in Iranian Professional Football League, Journal of Sport Management (1): 101-17. (Persian).
49. Sohrabi, B., Abedin, B. (1386). Evaluation of the Website’s Structure Using Modeling of Visitors Behaviors: A Case Study, Journal of Humanities Teacher, 11 (55): 115- 40. (Persian).
50. Tate, M., Evermann,J., Hope, B., Barnes, S. (2007). Perceived Service Quality in a University Web Portal: Revising the E-Qual Instrument: Proceeding of the 40th Hawaii International Conference on System Science.
51. Tsai, S.L., Chai, S.K. (2004). Developing and Validating a Nursing Website Evaluation Questionnaire. Journal of Advance Nursing, 49(4): 406-13.
52. Yousefi, B, Taheri, HR, Shoja, V. (2007). The Status of Sports Marketing through the Internet in Iran with Emphasis on 4 P Elements, Research in Sports Science (15): 81- 95. (Persian).
)