Document Type : Original Article (Mixed)
Authors
1
Assistant Professor, Department of Educational Management, Marlik Nowshahr Institute of Higher Education, Nowshahr, Iran
2
Associate Professor،Department of Human Resources Studies and Evaluation,Research Centre of Resources Management Studies and Knowledge-based Business, Iran
3
Assistant Professor, Department of Educational Management, Shafagh Tonekabon Institute of Higher Education, Tonekabon, Iran
10.22034/jvcbm.2026.564516.1681
Abstract
This research was conducted to design a fan value creation model in the metaverse space for Iranian Football Premier League clubs using a fuzzy structural interpretive approach. The research method was exploratory mixed in two sequential phases. In the qualitative phase, value creation components were identified through in-depth interviews with eighteen academic experts, club managers, and technology specialists. In the quantitative phase, using the fuzzy interpretive structural modeling technique and the opinions of fifteen experts, the causal relationships and leveling of components were analyzed. Fuzzy calculations and defuzzification were performed using Excel 2019 software, and MICMAC analysis and chart drawing were conducted using MATLAB 2021. The findings led to the identification of six main dimensions, including experiential, social, economic, entertainment, informational, and participatory value, each comprising twenty-four sub-components. The fuzzy interpretive structural model revealed that digital assets, non-fungible tokens, interactive games, and access to real-time data, as independent variables with the highest driving power, play a primary driving role. MICMAC analysis identified three categories of independent, linkage, and dependent variables, which indicate the complex hierarchical structure of value creation. This study contributes to expanding theoretical knowledge in the field of digital sports marketing by providing an operational roadmap and a strategic guide for Iranian sports club managers to leverage metaverse opportunities
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