shahab bahrami; mohammadsaeid kiani
Abstract
The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The ...
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The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and needs for consumers of sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving as fans and consumers of sporting events follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is to study and review sites and social networks as well as translate different articles in this field in several frameworks and ideas, especially the model of sports ecosystem, event marketing, star marketing and the differences between Based on research results, a framework for developing a social media strategy has been proposed that can be used to assess the current state of a sports organization as well as facilitate the development of a social media strategy. Gives maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the club or federation website.