Abstract
The purpose of this study is to examine the influence of professional soccer citizen team’s public relations on the team image and local cooperation and to provide the basic data for running a professional soccer citizen team smoothly and establishing the differentiated marketing strategy for the post-COVID-19 era. This study conducted an online survey at portal websites of professional soccer citizen team (DAEGUSTO, Incheonation etc) from May 31, 2021 to June 15, 2021 and targeted on 340 people who watched the games of professional soccer citizen team including Suwon FC, Daegu FC, Seongnam FC, Gangwon FC, Incheon United FC, and Gwangju FC. This study collected 326 valid samples and used SPSS 26.0 to conduct frequency analysis, exploratory factor analysis, reliability analysis, correlation relative analysis, and multiple regression analysis. The results were as follows. First, professional soccer citizen team’s public relation factors including relation, capability, reliability, and familiarity had a significant influence on the team image. Second, public relation factors including familiarity and social contribution had a significant influence on the local cooperation. Furthermore, while professional sport fields are currently going through restrictions such as limited number of audience due to COVID-19, professional soccer citizen team need to utilize differentiated marketing strategy to come up with measures for communicating with fans and carry out active marketing strategies along with preemptive strategy for the post-COVID-19 era.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
