| Abstrakt: |
Objective: The aim of the present study was to investigate the effect of social media-based marketing activities on the intention of the presence of fans with the mediating role of team identity and satisfaction (a case study of Esteghlal's Instagram page). Methodology: Descriptive-correlational research method and statistical population of the study, including all fans of Esteghlal Football Cultural and Sports Club, in which 434 questionnaires were collected and analyzed online on the Cafe Pardazesh website. Sevo Park's social marketing questionnaire, the intention of Aachen spectators, Oliver's satisfaction, and Trail and James' team identity questionnaire were used to collect data. Descriptive statistics and structural equation modeling were used to analyze the data. Results: The findings showed that social media marketing has an effect on team identity, satisfaction, and intention to be present, team identity affects the satisfaction and intention of the presence of the fan and the satisfaction of the fan has an effect on the intention to attend. Team identity does not play a mediating role in social media marketing in terms of fan presence, and contentment plays a mediating role in social media marketing in terms of fan presence. Conclusion: Today, traditional customer relationship management methods are not responsive to management. For this reason, various organizations and industries have considered using attractive methods in social media to attract their audiences. [ABSTRACT FROM AUTHOR] |
