The Effect of Marketing Activities based on Social Networks on the Intention of the Presence of Fans with the Mediating Role of Team Identity and Satisfaction (Case Study of Esteghlal Instagram Page)

Zarei, Arash; Mohammadi, Sardar

doi:10.22054/nms.2022.55600.1057

Document Type : Research Paper

Authors

Arash zarei ¹
sardar mohammadi ²

¹ Associate Professorin sport management department, physical education department, college of social and humanity sciences, university of Kurdistan, Sanandaj, Iran

² kordestan University

https://doi.org/10.22054/nms.2022.55600.1057

Abstract

Objective: The aim of the present study was to investigate the effect of social media-based marketing activities on the intention of the presence of fans with the mediating role of team identity and satisfaction (case study of Esteghlal's Instagram page).
Methodology: Descriptive-correlational research method and statistical population of the study, including all fans of Esteghlal Football Cultural and Sports Club, which 434 questionnaires were collected and analyzed online on Cafe Pardazesh website. Sevo Park's social marketing questionnaire, the intention of Aachen spectators, Oliver's satisfaction and Trail and James' team identity questionnaire were used to collect data. Descriptive statistics and structural equation modeling were used to analyze the data.
Results: The findings showed that social media marketing has an effect on team identity, satisfaction and intention to be present, team identity affects the satisfaction and intention of the presence of the fan and the satisfaction of the fan has an effect on the intention to attend. Team identity does not play a mediating role between social media marketing in terms of fan presence, and contentment plays a mediating role between social media marketing in terms of fan presence.
Conclusion: Today, traditional customer relationship management methods are not responsive to management. For this reason, various organizations and industries have considered using attractive methods in social media to attract their audiences.

Keywords

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New Media Studies

The Effect of Marketing Activities based on Social Networks on the Intention of the Presence of Fans with the Mediating Role of Team Identity and Satisfaction (Case Study of Esteghlal Instagram Page)

References

References

Volume 8, Issue 32
January 2023
Pages 300-277

The Effect of Marketing Activities based on Social Networks on the Intention of the Presence of Fans with the Mediating Role of Team Identity and Satisfaction (Case Study of Esteghlal Instagram Page)

References

References

Volume 8, Issue 32January 2023Pages 300-277

Volume 8, Issue 32
January 2023
Pages 300-277