Document Type : Research Paper
Authors
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
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 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.
Keywords
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