Investigating the role of social networks on the image and identity of the team in the selected clubs of the Iranian Football Premier League

Subject Areas : Sport Sciences Quarterly

rahim najafi ¹ , ehsan taghavi ² , fazei jenami ³ , abbas seyfollahi ⁴

1 - دانشگاه تبریز
2 - دکتری مدیریت ورزشی
3 - دانشگاه اهواز
4 - دانشگاه تهران

Received: 2021-05-23 Published : 2024-12-10

Keywords: Social Networks, Team Image, Team Identity, Selected Clubs, Football Premier league.,

Abstract :

The purpose of this study was to investigate the role of social networks on the image and identity of the team in selected clubs of the Iranian Football Premier League. The research method was descriptive-correlational and it was applied research in terms of purpose and data collection was done in the field. The statistical population of the present study was all fans over 18 years old of Persepolis, Esteghlal, Sepahan, Foolad, and Tractor teams in the Iranian Football Premier League in the 2020-2021 season. Using the random cluster sampling method 384 people were selected as a statistical sample using the Morgan table. The data collection tool was a researcher-made questionnaire that included the components of social networks, a team image questionnaire, and a team identity questionnaire. The validity of these questionnaires was confirmed by 12 professors of sports management and its reliability was 0.86 using Cronbach's alpha test. The statistical methods of the research were performed using mean, frequency percentage, Kolmogorov-Smirnov test and structural equation modeling with the help of Lisrel software version 8.8 and Spss version 25. The results showed that social networks positively affect the image and identity of the team in the selected clubs of the Iranian Football Premier League. Therefore, the managers of sports clubs in the country should consider positive and attractive associations and images for fans in designing their brand identity patterns, and this is possible with a long-term perspective and using strategic management patterns in the field of image marketing and team identity.