Electronic football fan relation management: A systematic review

Document Type : Original Article

Authors
parasto ghodsi 1
hosein akbari yazdi 2
Alireza Elahi 3
1 Master's degree in Sports Marketing Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
2 Assistant Professor of Sports Management, Kharazmi University, Tehran, Iran
3 Associate Professor, Department of Sports Management and Movement Behavior, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran.
Abstract
Sports organizations are trying to take advantage the unique space of virtual world and seek to establish long-term relationships with stakeholders and strengthen interaction with their fans. In this way, sports marketers can achieve greater participation and wider access. Based on this, the aim of this research is to systematic review of research conducted on the of electronic fan relation management. In this regard, all the publications approved by the Ministry of science, research and technology in the field of sports management (18 publications) and scientific databases include magiran.ir, sid.ir, noormags.ir and ensani.ir were reviewed. The keywords fan, spectator, online communication, online interaction and internet marketing were used for searching. In this study, Prisma method was used for the steps of identifying sources, screening and selecting appropriate papers. In this regard, after identifying 104 articles and screening 89 articles based on the entry criteria, finally 15 articles were selected for the review. According to the results, surveys in this field has started from 2013 with the review of sports clubs' websites, and continued by entering the field of ticket sales and computer games, it finally entered the field of social media from 2013 to 1401and no new field has not been investigated. The variables of attachment, quality, satisfaction, and loyalty have contributed the most in the research, and considering the wide range of fan platforms, it seems that the quantity and quality of articles in this field are not suitable.
Keywords
Fan
electronic fan relationship management
systematic review
Prisma
CRM
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