Association of Marketing Theory and Practice Proceedings 2020

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



The purpose of study is to identify the effect of mobile marketing on the Top Iranian Football Clubs fans’ behavior in 2019-2020 season. The statistical population are the spectators who had signed up in the fan online system and had watched one of games in the stadium. As an accurate number of the statistical population could not be determined, a statistical population of 396 was considered based on the Morgan’s table. In this study, the author collects data on the behavioral loyalty, attitudinal loyalty, and mobile marketing using survey. The cross-sectional regression estimation used to analyze the data. The findings of this study indicate that there is a positive and meaningful relationship between mobile marketing and fans’ behavioral loyalty in Iranian soccer Pro league. Also, there is a positive and meaningful correlation between mobile marketing and the attitudinal loyalty of the soccer Club fans. This study has implications for managers and sponsors of soccer clubs.

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Marketing Commons