Mobile marketing influence on football fan behaviour: the case of FC Persepolis

Q4 Business, Management and Accounting

International Journal of Sport Management and Marketing Pub Date : 2020-01-01 DOI:10.1504/IJSMM.2020.10037971

R. Mohammadkazemi, B. Ebrahimi, M. Shiri

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引用次数: 2

Abstract

The purpose of this study is to identify the effect of mobile marketing (photo, video, and short message service, SMS or text messaging) in promoting one of the best Iranian football clubs, Persepolis, fans' behaviour in the 2018-2019 season. We collected data on the attitudinal loyalty, behavioural loyalty, and mobile marketing use of the fans attending a home game. We utilised structural equation modelling (SEM) to analyse the data. The findings indicate that mobile marketing has a positive effect on fans' attitudinal and behavioural loyalties. Also, attitudinal loyalty has a positive impact on the behavioural loyalty of the Iran Persepolis Football Club fans. We recommend that the managers of the Pro League clubs such as Persepolis prepare the infrastructure for the implementation of fan supporting systems for their organisations. Furthermore, they should employ media experts and professionals to enhance the relationship between their brand, customers, and delivery of information. This is among the first mobile marketing studies about football fans behaviour in the Middle East.

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手机营销对足球迷行为的影响:以波斯波利斯足球俱乐部为例

本研究的目的是确定移动营销(照片、视频和短消息服务、短信或短信)在促进伊朗最好的足球俱乐部之一波斯波利斯球迷在2018-2019赛季的行为方面的影响。我们收集了参加主场比赛的球迷的态度忠诚、行为忠诚和移动营销使用的数据。我们利用结构方程模型(SEM)来分析数据。研究结果表明，移动营销对粉丝的态度和行为忠诚有积极的影响。此外，态度忠诚对伊朗波斯波利斯足球俱乐部球迷的行为忠诚有正向影响。我们建议像波斯波利斯这样的职业联赛俱乐部的经理们为他们的组织准备好实施球迷支持系统的基础设施。此外，他们应该聘请媒体专家和专业人士来加强他们的品牌、客户和信息传递之间的关系。这是针对中东地区足球迷行为的首批移动营销研究之一。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Sport Management and Marketing Business, Management and Accounting-Business and International Management

CiteScore

1.00

自引率

0.00%

发文量

期刊介绍： The IJSMM, a refereed journal published four times per year, aims to present current practice and research in the area of sport management and marketing. The IJSMM is a unique publication useful for everyone interested in the new developments in sport management and marketing theory and practices.