نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزش، گروه تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران
2 استاد مدیریت ورزش، گروه تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران
3 استادیار، گروه مدیریت و بازاریابی، دانشگاه کاونتری، کاونتری، انگلستان
چکیده
هدف: هدف پژوهش حاضر شناسایی فرصت‌ها و چالش‌های بازاریابی رسانه‌های اجتماعی باشگاه‌های لیگ برتر فوتبال ایران بود.
روش‌شناسی: روش پژوهش حاضر کیفی بود و با استفاده از روش تحلیل مضمون انجام شد. داده‌ها از طریق مصاحبه نیمه‌ساختاریافته بدست آمد. جامعه آماری شامل 14 نفر از اساتید حوزه بازاریابی ورزشی و مدیران‌ورزشی و کارشناسان رسانه اجتماعی بودند. روش نمونه‌گیری به صورت هدفمند بود و مصاحبه‌ها تا زمان رسیدن به اشباع نظری ادامه پیدا کرد. از روش تحلیل مضمون برای استخراج مضامین پایه، سازنده و فراگیر استفاده شد.
یافته‌ها: تجزیه و تحلیل مصاحبه‌ها نشان داد باشگاه‌های فوتبال ایران می‌توانند از قابلیت‌های بالقوه رسانه‌های اجتماعی به عنوان فرصت‌های ارتباطی و بازاریابی با هواداران خود استفاده کنند. فرصت‌های بازاریابی رسانه‌های اجتماعی شامل ویژگی‌های منحصربه فرد رسانه‌های اجتماعی، آگاهی و ترویج برند باشگاه، تجارت رسانه اجتماعی، تعامل با هواداران، حمایت و پشتیبانی آنلاین هواداران می‌باشند. علاوه بر فرصت‌های موجود باشگاه‌های فوتبال با چالش‌هایی در رسانه‌های اجتماعی به عنوان ابزار بازاریابی مواجه هستند.
نتیجه‌گیری: با توجه به نتایج، به مدیران باشگاه‌های فوتبال پیشنهاد می‌شود با استفاده از ویژگی تعاملی بودن رسانه‌های اجتماعی بسترهای افزایش فعالیت هواداران را فراهم کنند. با افزایش درگیرسازی هواداران در رسانه‌های اجتماعی دستیابی به درآمدهای تجاری و تبلیغاتی باشگاه تسهیل می‌شود.
کلیدواژه‌ها
عنوان مقاله [English]
Identification of the Opportunities and Challenges of Social Media Marketing of Premier League Football Clubs
نویسندگان [English]
- Roghayeh Aghaei 1
- Saeed Sadeghi Boroujerdi 2
- Anahita Malek Mohammadi 3
1 PhD in Sport Management, Department of Physical Education and Sport Sciences, University of Kurdistan, Sanandaj, Iran
2 Professor, Department of Physical Education and Sport Sciences, University of Kurdistan, Sanandaj, Iran
3 Assistant Professor, Department of Management and Marketing, University of Coventry, Coventry, United Kingdom
چکیده [English]
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 social media experts. The sampling method was purposive and interviews continued until the theoretical saturation was reached. Thematic analysis method was 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.
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.
کلیدواژه‌ها [English]
- Social media marketing
- Football Clubs
- Thematic analysis
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