Investigating the Role of Social Media in Promoting the Brand Value of Persepolis Club

The purpose of this study was to investigate the role of social media in promoting Persepolis brand. Statistical population of this study was Persepolis club in Tehran city and according to Morgan table, 366 people were selected as available sample. The research method was descriptive and survey and the data collection tool was a researcher-made questionnaire whose validity was confirmed by 12 sport management professors and its reliability was 0.86 indicating high reliability of the questionnaire used. Data analysis was performed using descriptive statistics and Kolmogorov-Smirnov test and One-sample t with SPSS software version 16 at the significant level of 0.05. The results show that social networks and its seven dimensions have a positive impact on promotion of Persepolis Club brand value. Given the growing use of social media in the Perspolis club community, it should be better positioned to introduce its brand, build loyalty and audience satisfaction with its plans.