Document Type : Research Paper
Authors
1 Assistant Prof. in Sports Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran
2 Associate Prof. in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
3 M.Sc. in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
4 Ph.D. Student in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
Abstract
The presence of spectators in football stadiums has made the sport live, & without the presence of football spectators, it loses its charm & excitement. In Iran, women are not allowed to attend football stadiums. On the other hand, social media has a significant role in new findings & the formation of developments & information. Therefore, the purpose of this study was to provide a model of the role of social media on the entry of female spectators into Iranian football stadiums. This research is exploratory in terms of purpose & strategic in terms of exploration, which was carried out qualitatively based on the data theory of the foundation. The study population consisted of professors & elites in the field of sports management & media activists who were purposefully selected & snowballed & the data were collected through semi-structured interviews. The results showed that the obtained model consists of three parts. In the first level of the model are the components of the driving factors & in the second level are the components of the factors related to the processes & also in the third level are the primary & secondary outcomes. With the support of the government & using the results of the present study, managers & officials of the Iranian football sector can help the development of football marketing & the country's football economy by providing the possibility of female spectators in Iranian football stadiums.
Keywords
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