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Designing Social Media Marketing Model of Iran's Pro League Football Clubs

Document Type : Research Paper

Authors

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

Abstract

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.

Keywords

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Sport Management Studies
Volume 10, Issue 50
Oct & Nov 2018
September and October 2018
Pages 125-144
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History
  • Receive Date: 14 August 2016
  • Revise Date: 31 August 2016
  • Accept Date: 10 September 2016
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