A Model for the Effects of Social and Psychological Functions of Sport Social Media on Attachment of Tehran Esteghlal Team Fans

The study is to design a model for the effects of social and psychological functions of sport social media on attachment of Tehran Esteghlal team fans. The methodology was correlation that was done as a field survey. The statistical population was all fans of Tehran Esteghlal team that were a member at least on the club's official page in Instagram or official channels Esteghlal Tehran in the telegram. 389 corrected questionnaires of Esteghlal Club fans who participated in Derbey’s play at Azadi Stadium in Tehran as samples were collected. From library studies and recent researches in field of social media in sport, the research instrument was designed that was confirmed face and content validities by seven professors in sport management and media. The reliability of the research instrument in the pilot study was accounted (α=0/76). The result of the Cronbach's alpha test for social and psychological functions (α =0/86) and for attachment of fans (α = 0/88) indicated a desirable reliability of the research instrument. The results of exploratory factor analysis (EFA) also confirmed the study instrument. The results showed that psychological and social function of sports social media has a direct and positive effect on attachment of fans (P<0٫05). Based on the results, the marketing managers of sports clubs is suggested that by social and psychological functions, social media can be used to attract new fans and promote loyalty of current fans and the club and their fans have benefits from supporting each other’s.