The model for measuring Social Network Media interaction and relationship quality in Iranian Football Premiere League

Document Type : Research Paper

Authors

1 PhD Student, Department of Business Management, Faculty of Humanities , South Tehran Branch, Islamic Azad University, Tehran, Iran

2 Professor, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.

3 Assistant Professor, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Professor, Department of Sport Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

Abstract

The purpose of this paper is to re-examine a model for measuring the impact of fans’ social media interactions with their favorite sport team on relationship quality, purchase intentions and referral intentions. In this research, using descriptive - analytic methods, in terms of application, the data were collected by quantitative method. After conducting a survey of professional sport fans through social media, data were analyzed using structural equation modeling. The total sample size was 259. Results indicated the more a fan interacts with their favorite team on social media, the higher their relationship quality. There was no significant effect on purchase and referral intentions. Additionally, the indirect effect of social media interaction on purchase and referral intention as mediated by relationship quality was positive and significant. Based on results, it appears that relationship marketing can be used as a framework for assessing social media marketing effectiveness in sport, and that as suggested by relationship marketing theory, social media interaction does improve relationships between fans and teams.
 

Keywords

Main Subjects

References

 
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History

  • Receive Date: 10 April 2023
  • Revise Date: 13 August 2024
  • Accept Date: 26 August 2024

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