The effect of social media marketing on brand equity and the response of Persepolis fans

The purpose of the present study was to investigate the effect of social media marketing on brand equity and the response of Persepolis fans. The research method was descriptive-correlational and the statistical population included all the fans of Persepolis Football Club. In this study, 315 questionnaires were collected online at Pressline site and after excluding confused and incomplete questionnaires, 310 acceptable questionnaires were analyzed. To collect data, a modified Seo and Park (2018) questionnaire consisting of 23 questions whose face and content validity was evaluated using the opinion of several professors and its convergent and divergent validity using confirmatory factor analysis, were also analyzed. Internal consistency of the questionnaire was confirmed with Cronbach's alpha. Descriptive statistics and structural equation modeling were used to analyze the data. The results showed that social media marketing predicted 0.52% of brand awareness changes and 0.54% of brand image changes positively and significantly. Therefore, the high ability of the social media space in this direction to be designed in a well-designed scientific framework will be very effective, and football clubs can, through this space, use their fans to provide services and products that can generate revenue for the club. Have a good pay.