Document Type : Original Article
Authors
1 Department of Sport Sciences and Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran
2 Assistant Professor, Department of Physical Education & sports sciences, Gorgan Branch, Islamic Azad University, Gorgan,Iran
3 Professor, Department of Physical Education and Sport Sciences, Gorgan Branch, Islamic Azad University, Gorgan, Iran.
4 Assistant Professor, Department of Physical Education and Sport Sciences, Gorgan Branch, Islamic Azad University, Gorgan, Iran.
Abstract
The aim of the present study was to identify the factors affecting the optimal management of fan interaction platforms through social networks in the IRAN premier league football clubs. This study was qualitative and applied in terms of purpose and exploratory in terms of analysis method. The statistical population included sports management professors, media people, sports bloggers and sports managers (the federation and the football board). In this section, a semi-structured interview was conducted with 17 people in a targeted manner. The data analysis method was content analysis and based on item repetition. The findings of the content analysis showed that a total of 70 open codes were placed in 4 main themes (functions, advantages, disadvantages and solutions) and 11 sub-themes (communication, operational, strengthening fandom, escaping tension, strengthening the team, strengthening media management, media bias, promoting immorality, transparency, branding and advertising and cohesion); In a general conclusion, it should be stated that given the advantages of using virtual networks as a platform for interacting with fans, the optimal management model should make maximum use of the advantages; also, strategies and functions are very important and should be used as a shield to control the disadvantages of social networks.
Keywords
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