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1- Department of Sport Management, Faculty of Sport Sciences, University of Guilan, Guilan, Iran , t.seifi1989@yahoo.com
2- Department of Sport Management, Faculty of Sport Sciences, University of Guilan, Guilan, Iran
3- Department of Sport Management, Faculty of Sport Sciences, Allameh Tabataba’i University, Tehran, Iran
Abstract:   (198 Views)
Background. The consumer of a brand is able to influence brands through the use of social media, and this implies why the active relationship between consumers, brand and brand owners is important In the field of sports, fans as club customers also have the ability to influence the brand, including creating value. Therefore, investigating value creation strategies in brand communities based on the use of social media by the clubs’ fans is a tangible necessity.
Objectives. The current study is conducted to identify the value creation strategies in members of the brand community of fans in social media.
Methods. The research has a qualitative design. At the initial stage, using library studies, important value creation factors were extracted and categorized into four categories related to branding, product, interaction and networking. In the second stage, a qualitative tool was used for coding and interpreting. The research process included the conduction of a semi-structured interview with 15 academic and executive experts of sports marketing and social media.
Results. The findings of this study showed that four factors related to the value creation strategy including branding, effectiveness, networking and dynamization were identified regarding the value creation done by fans of professional clubs in social media.
Conclusion. The overall conclusion obtained by the experts' point of view in terms of value creation done by fans in social media is that it is necessary to focus on these four areas professionally.
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APPLICABLE REMARKS
  • Branding strategy has been well-proven to increase brand value as an asset, so it is suggested to hold competitions and programs for brand-centric fans to promote this asset.
  • Effectiveness strategy is based on the products of the club, it is suggested that the club managers to focus on the products of the club and how to present the products to these strategies.
  • Networking strategy is a way to promote relationships of fans; the presence of fans around the club brand in social media should be organized. It is suggested that the managers o be active further in the development of communicative channels in this area and increase the interactions in order to use existing capacities appropriately.
  • Dynamization strategy is also a good way to improve the quality of interactions in social media and move towards raising the brand value of the club. Encouraging fans to reflect their opinions and maintain their interaction with the club is a good mechanism for value creation by fans.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2018/12/10 | Accepted: 2019/01/7 | ePublished ahead of print: 2019/05/3

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