Document Type : Research Paper
Authors
1
Department of Physical Education and Sport Sciences, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran
2
Department of Sport Management, Faculty of Physical Education, Bu-Ali Sina University, Hamedan, Iran.
3
Master of Sports Management, Department of Physical Education and Sports Sciences, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran
10.22059/jsm.2026.414455.3636
Abstract
Introduction: The present study aimed to identify aspects of the production of content on the Instagram page of sport clubs based on the student fans' perspective with a case study of four football clubs: Esteghlal and Persepolis Tehran, Sepahan and Tractor Sazi.
Methods: The present research method was qualitative research and thematic analysis with the approach of Braun and Clark (2006) and the statistical population included students who were fans of the Iranian Premier League football teams. The sampling method was purposeful and in-depth interviews were conducted with 17 participants until theoretical saturation. Coding technique was used to analyze the data.
Results: Analysis of the interviews showed that the aspects of the production of content on the Instagram page of sports teams based on the fans' perspective are categorized into ten main themes including; entertainment-based content, knowledge-enhancing, information, social responsibility, advertising, nostalgic, fan-oriented, occasion-related, supportive and sensitive moments, which include 25 sub-themes that cover a total of 73 concepts.
Conclusion: Creating content, especially on Instagram, based on fans’ tastes and desires and being aware of the needs, motivations, and reasons of followers on social media is key to meeting followers’ needs and, as a result, increasing their engagement and interaction with the team page. The findings have provided owners, media managers, content producers, and page admins with a complete understanding of fans’ perspectives regarding the desired content published by the team page.
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