Mobile marketing influence on football fan behaviour: the case of FC Persepolis

The purpose of this study is to identify the effect of mobile marketing (photo, video, and short message service, SMS or text messaging) in promoting one of the best Iranian football clubs, Persepolis, fans' behaviour in the 2018-2019 season. We collected data on the attitudinal loyalty, behavioural loyalty, and mobile marketing use of the fans attending a home game. We utilised structural equation modelling (SEM) to analyse the data. The findings indicate that mobile marketing has a positive effect on fans' attitudinal and behavioural loyalties. Also, attitudinal loyalty has a positive impact on the behavioural loyalty of the Iran Persepolis Football Club fans. We recommend that the managers of the Pro League clubs such as Persepolis prepare the infrastructure for the implementation of fan supporting systems for their organisations. Furthermore, they should employ media experts and professionals to enhance the relationship between their brand, customers, and delivery of information. This is among the first mobile marketing studies about football fans behaviour in the Middle East.