Document Type : Research Paper

Authors

• roghayeh aghaei ¹
• Saeed Sadeghi Boroujerdi ²
• Anahita Malek MohMMADI ³

¹ Department of Physical Education, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

² faculty member

³ FACULTY MEMBER

Abstract

Objective: The aim of this research was identification of the challenges and opportunities of social media marketing of Premier League Football Clubs.
Methodology: The research method was qualitative and was carried out using a thematic approach. Research data were collected through semi -structured interviews. The statistical population included 14 professors in the field of sports marketing and sports management and social media experts. The sampling method was purposive and interviews continued until the theoretical saturation was reached. Thematic analysis method were used to revel the Basic theme, Organizing theme, Global theme.
Results: The analysis of the interviews showed that Iranian football clubs can use the potential capabilities of social media as communication and marketing opportunities with their fans. Social media marketing opportunities include: unique features of social media, club brand awareness and promotion, social media business, fan engagement, online support and protection of fans. In addition the opportunities, football clubs face challenges in using social media as a marketing tool. Social media marketing challenges include: media rumors, cultural factors, human resources, media communication barriers.
Conclusion: According to the results, it is suggested to the managers of football clubs to provide opportunities for increasing the activities of the fans due to the interactive nature of social media. By increasing the involvement of fans in social media, the commercial and advertising income of the club is facilitated.

Keywords

• Social media marketing
• Football Clubs
• Thematic analysis
• Social media