تحلیل اثربخشی کمپین‌های تبلیغاتی دیجیتال بر تعامل هواداران ورزشی در رسانه‌های اجتماعی (مطالعۀ موردی: باشگاه‌های لیگ برتر ایران)

Objective
The present study investigates the effectiveness of digital advertising campaigns on the engagement and loyalty of sports fans on social media, focusing on five leading football clubs in the Iran Premier League. As digital platforms increasingly shape how clubs interact with their audiences, this research explores how personalized and interactive advertising influences fans' digital behavior. Using a mixed-method approach combining quantitative analysis (through structured questionnaires) and qualitative analysis (via content analysis and interviews), the study reveals that interactive and personalized digital advertisements significantly enhance fan engagement and loyalty. The findings offer actionable insights for clubs aiming to develop data-driven and emotionally resonant marketing strategies to build long-term relationships with their fan base.
Over the last twenty years, digital media has transformed the methods by which sports organizations interact with fans. The emergence of networks such as Instagram, Twitter, and Telegram has facilitated instantaneous, tailored, and interactive communication between clubs and their supporters. In contrast to conventional advertising, digital campaigns not only provide information but also foster emotional connections and create fan loyalty. This transition signifies wider tendencies in sports marketing, when clubs are perceived not solely as sporting entities, but also as influential cultural and economic brands.
Fan engagement in digital environments is founded on emotional connection, identity formation, and communal involvement. Consequently, successful advertising must transcend mere product promotion and instead cultivate memorable, interactive experiences that resonate with fans' beliefs and aspirations. Customized content, influencer engagement, emotionally resonant narratives, and targeted communications linked with fan preferences have become pivotal to marketing success. Nonetheless, there is limited understanding of the efficacy of these methods in non-Western countries such as Iran, where internet access and fan cultures possess distinct attributes.
This study seeks to address this gap by examining the efficacy of digital advertising campaigns on fan engagement and loyalty in the context of Iranian football. The study examines the elements that facilitate or obstruct digital interaction and suggests tactics customized to the behavioral and psychological characteristics of local followers.
Research Methodology
This study employed a mixed-methods approach, combining quantitative and qualitative data to assess the efficacy of digital advertising campaigns on sports fan engagement. The quantitative phase utilized a researcher-created questionnaire formulated on pertinent theoretical frameworks and evaluated by expert evaluation. The test assessed dimensions such as digital engagement (likes, comments, shares), fan loyalty (emotional and behavioral commitment), and advertising efficacy (interactivity, customisation, and relevance) with a five-point Likert scale. The sample comprised supporters of five Iranian Premier League clubs, chosen using simple random sampling from online fan communities on Instagram, Twitter, and Telegram. Data were gathered via an internet survey sent among unofficial fan pages. Cronbach's alpha of 0.91 indicated robust dependability. Data were analyzed utilizing SPSS and Smart PLS, including essential statistical methods such as t-tests, ANOVA, and Structural Equation Modeling (SEM).
During the qualitative phase, semi-structured interviews were performed with chosen fans and marketing staff from the clubs to obtain profound insights into emotional and motivational reactions to digital commercials. A content analysis was conducted on posts, comments, and interactions obtained from social media relating to the club. Thematic analysis was employed to classify developing patterns of emotional resonance, advertising fatigue, content preferences, and engagement expectations.
Findings
The quantitative findings indicated a statistically significant disparity in fan involvement between interactive and conventional advertisements, with interactive ads attaining a superior mean engagement score (4.60) relative to traditional formats (3.85, p < 0.001). Personalized advertising significantly affects emotional attachment and loyalty (path coefficient = 0.65, p < 0.001). The SEM analysis revealed that digital engagement significantly mediates the relationship between advertising and loyalty, with the engagement-to-loyalty pathway exhibiting the greatest strength (path coefficient = 0.80, p < 0.001). The ANOVA test revealed significant differences among teams, demonstrating that fan response differed based on each club's content strategy and interaction quality. Clubs utilizing visually stimulating, emotionally resonant, and influencer-centric material regularly recorded elevated fan engagement numbers.
The qualitative findings corroborated the quantitative data. Fans interviewed expressed intense emotional responses to motivating movies, personalized messages, and player-driven advertising content. The employment of athlete influencers was notably successful in generating product interest and encouraging campaign engagement. Content formats like behind-the-scenes film, nostalgic match highlights, and call-to-action narratives generated heightened engagement. Nevertheless, numerous followers articulated discontent with the monotonous messaging, indicating a necessity for content variety. Moreover, fans demonstrated a pronounced inclination for participatory elements such as surveys, contests, and Q&A sessions, indicating their preference for interactive rather than passive advertising encounters.
Discussion & Conclusion
The study confirms that well-designed digital advertising campaigns -particularly those that are personalized and interactive- play a vital role in boosting fan engagement and fostering brand loyalty in sports settings. The results align with existing literature emphasizing the role of emotional resonance and message relevance in digital engagement (McCarthy et al., 2022; Alferova, 2024). Moreover, the inclusion of influencer marketing and storytelling strategies was found to significantly impact fans' willingness to engage, share, and make purchases. Research by Chen et al. (2024) similarly supports the finding that social media use intensity can drive impulsive buying behaviors, reinforcing the commercial implications of digital engagement.
From a theoretical standpoint, the findings extend models such as the Stimulus-Organism-Response (S-O-R) framework and the Uses and Gratifications Theory (UGT) by illustrating the mediating role of engagement in shaping loyalty outcomes. The personalization of content emerges as a key driver of both attention and long-term brand affiliation. The observed differences in campaign performance across clubs also underscore the importance of context-sensitive strategies tailored to each fan base’s unique characteristics. Practically, clubs should consider the following strategic recommendations:

Design emotionally compelling and interactive content that aligns with fan values and history.
Leverage influencer marketing by involving players and former legends in campaigns.
Avoid content fatigue by diversifying formats and introducing fresh narratives regularly.
Utilize AI-driven tools to enhance message targeting and personalization based on user data.

Integrate participatory mechanisms such as quizzes, feedback loops, and social challenges to increase user involvement.