| The Role of Artificial Intelligence in Transforming Digital Communication Between Sports Clubs and Fans: A Mixed-Methods Study Based on Structural Modeling |
| Paper ID : 1273-SPORTCONGRESS |
| Authors |
|
Masoumeh Dehghan *1, افشار نوری روش2 1PHD student
university of kharazmi 2. PhD Student, Department of Physical Education and Sport Management, Faculty of Physical Education, University of Kharazmi, Tehran, Iran |
| Abstract |
| The purpose of this research was to explain the role and impact of artificial intelligence (AI) as a transformative tool in enhancing online communication between sports clubs and their fans. The study adopted a sequential exploratory mixed-methods approach. In the qualitative phase, in-depth interviews with managers and experts (N = 20) identified three key components of AI application: content and recommendation personalization, intelligent real-time interaction (chatbots), and scalable sentiment analysis. In the quantitative phase, using Structural Equation Modeling (SEM) on data collected from active digital fans (N = 385), the conceptual model was validated. The results showed that all three AI components had a positive and significant effect on fan satisfaction, with the strongest effect belonging to content personalization (β = 0.58). Moreover, fan satisfaction acted as a mediating variable, exerting a strong direct influence on brand loyalty (β = 0.72) and the effectiveness of digital marketing strategies (β = 0.65). The findings indicated that AI, through personalization and instant responsiveness, elevates fan engagement from mere information exchange to emotional interaction and brand loyalty. Consequently, AI not only improves operational efficiency but also transforms online communication from a one-way dialogue into a meaningful, reciprocal relationship by providing a personalized, real-time, and deeply satisfying experience. Sports clubs are recommended to prioritize strategic investments in content personalization engines and real-time sentiment analysis tools to maximize loyalty. These results illuminate the path toward data-driven decision-making in clubs and can serve as a foundation for designing AI-driven marketing strategies. |
| Keywords |
| : Artificial Intelligence, Sports Clubs, Online Communication, Fan Management, Personalization, Brand Loyalty. |
| Status: Abstract Accepted (Oral Presentation) |
