Identifying effective factors on sport marketing capability development through social medias

Social media marketing involves an effort that social media use it in order to convince consumers for use the valuable products and/ or services. The research is to identify the effective factors on development of sport marketing capability through social Medias. The research method was correlation and practical purposely. The statistical population was 200 people, including faculty members of the country’s universities (51) and sport managers (34) and experts (74) and members of the board of directors of sports federations and experts (9) and people aware about sports marketing affairs and discussions (32). The sampling method is non-random and targeted accessible. Researcher while reviewing sports marketing books and scientific articles in the field of sport industry and sport marketing and social media prepared a researcher questionnaire. The questionnaire factors were extracted from the article of Alaa Allah, Nripendra etal. (2017). The validity was confirmed by ten sport management professors. The reliability was calculated by Cronbach’s alpha test. The statistical method was used in structural equations modeling research (SEM) and confirmatory factor analysis (CFA). The findings showed that advertising (T=10/546) agents, electronic word of mouth (e-WOM) (T=9/523), customer relationship management (T=9/313) and brand (T=10/372) and customer behavior and anticipation (T=9/678) in sports marketing through social media are of a positive and significant impact on the development of sports marketing capability. It seems sport organization and federations need to talk about self-sufficiency and more monetizing in order to development of their marketing capability by new technology.