Background. The consumer of a brand is able to influence brands through the use of social media, and this implies why the active relationship between consumers, brand and brand owners is important In the field of sports, fans as club customers also have the ability to influence the brand, including creating value. Therefore, investigating value creation strategies in brand communities based on the use of social media by the clubs’ fans is a tangible necessity. Objectives. The current study is conducted to identify the value creation strategies in members of the brand community of fans in social media. Methods. The research has a qualitative design. At the initial stage, using library studies, important value creation factors were extracted and categorized into four categories related to branding, product, interaction and networking. In the second stage, a qualitative tool was used for coding and interpreting. The research process included the conduction of a semi-structured interview with 15 academic and executive experts of sports marketing and social media. Results. The findings of this study showed that four factors related to the value creation strategy including branding, effectiveness, networking and dynamization were identified regarding the value creation done by fans of professional clubs in social media. Conclusion. The overall conclusion obtained by the experts' point of view in terms of value creation done by fans in social media is that it is necessary to focus on these four areas professionally.

中文翻译：

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基于社交媒体识别体育俱乐部品牌社区的价值创造策略

背景。品牌的消费者能够通过使用社交媒体来影响品牌，这暗示了为什么消费者，品牌和品牌所有者之间的积极关系很重要。在体育领域，作为俱乐部顾客的球迷也具有影响品牌的能力。品牌，包括创造价值。因此，基于俱乐部粉丝使用社交媒体调查品牌社区的价值创造策略是切实必要的。目标。当前的研究旨在确定社交媒体粉丝品牌社区成员的价值创造策略。方法。该研究具有定性设计。在最初阶段，使用图书馆研究，提取了重要的价值创造因素，并将其分为与品牌，产品，互动和网络相关的四个类别。在第二阶段，使用定性工具进行编码和解释。研究过程包括对15名体育营销和社交媒体的学术和执行专家进行了半结构化访谈。结果。这项研究的发现表明，关于社交媒体中专业俱乐部的粉丝所创造的价值创造，确定了与价值创造战略相关的四个因素，包括品牌，有效性，网络关系和活力。结论。专家的观点得出的结论是，社交媒体上的粉丝创造了价值，这是必须从专业角度关注这四个领域。研究过程包括对体育营销和社交媒体的15位学术和执行专家进行了半结构化访谈。结果。这项研究的发现表明，关于社交媒体中专业俱乐部的粉丝所创造的价值创造，确定了与价值创造战略相关的四个因素，包括品牌，有效性，网络关系和活力。结论。专家的观点得出的结论是，社交媒体上的粉丝创造了价值，这是必须从专业角度关注这四个领域。研究过程包括对15名体育营销和社交媒体的学术和执行专家进行了半结构化访谈。结果。这项研究的发现表明，关于社交媒体中专业俱乐部的粉丝所创造的价值创造，确定了与价值创造战略相关的四个因素，包括品牌，有效性，网络关系和活力。结论。专家的观点得出的结论是，社交媒体上的粉丝创造了价值，这是必须从专业角度关注这四个领域。通过社交媒体中专业俱乐部的粉丝创造的价值，确定了网络和活力。结论。专家的观点得出的结论是，社交媒体上的粉丝创造了价值，这是必须从专业角度关注这四个领域。通过社交媒体中专业俱乐部的粉丝创造的价值，确定了网络和活力。结论。专家的观点得出的结论是，社交媒体上的粉丝创造了价值，这是必须从专业角度关注这四个领域。