نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

2 دانشیار، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

3 استادیار، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف از تحقیق حاضر بررسی تأثیر بازاریابی در رسانه‌های اجتماعی بر فرایند برندسازی و رفتار مصرف‌کننده بر اساس مدل پیوستار روان‌شناختی در باشگاه‌های فوتبال لیگ برتر ایران بود. جامعۀ آماری تحقیق را هواداران باشگاه‌های لیگ برتر فوتبال ایران (1397-1396) تشکیل می‌دادند که حداقل از یکی از رسانه‌های اجتماعی باشگاه استفاده کرده بودند. روش نمونه‌گیری طبقه‌ای بود و حداکثر حجم نمونه لازم 1155 نفر تعیین شد. جهت گردآوری داده‌ها از پرسشنامة محقق ساخته استفاده شد که پس از تأیید روایی صوری و محتوایی آن توسط اساتید حوزه بازاریابی و رسانه، روایی سازه با تحلیل عاملی اکتشافی و تأییدی، مورد تأیید قرار گرفت. برای تجزیه و تحلیل داده‌ها از مدل‌یابی معادلات ساختاری با کمک نرم‌افزارLISREL، نسخه 8.8 استفاده شد. نتایج نشان داد که بازاریابی در رسانه-های اجتماعی باشگاه‌های فوتبال تأثیر معنی‌داری بر فرایند برندسازی (67/0r=) و رفتار مصرف‌کننده (28/0r=) دارند. علاوه بر این، نتایج نشان داد که فرایند برندسازی بطور قابل توجهی بر رفتار مصرف‌کننده تأثیر می‌گذارد (16/1r=). نتایج این مطالعه می‌تواند به عنوان داده‌های اساسی برای ادغام فعالیت‌های رسانه‌های اجتماعی در استراتژی‌های بازاریابی برندهای ورزشی و همچنین به‌عنوان یک اهرم و مزیت رقابتی برای تأثیر بر رفتار هواداران و برقراری پیوند عمیق‌تر با باشگاه ورزشی مورد استفاده قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Social Media Marketing on Branding Process and Consumer Behavior of Clubs of Iran Football Premier League

نویسندگان [English]

  • Zahra Amoozadeh 1
  • Masoud Naderian Jahromi 2
  • Mohammad Soltanhosseini 2
  • Mehdi Salimi 3

1 Ph.D. Student of Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

2 Associate Professor, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

3 Assistant Professor, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

چکیده [English]

The aim of this study was to investigate the effect of social media marketing (SMM) on branding process and consumer behavior based on Psychological Continuum Model (PCM) in the clubs of Iran football premier league. The statistical population consisted of fans of the clubs in Iran football premier league (2017-2018) that had used at least one of the social media of the clubs. The sampling method was stratified and the maximum sample size was determined as 1155. A researcher-made questionnaire was used to collect data. The face and content validity of the questionnaires was confirmed by the professors of marketing and media and its construct validity was verified by exploratory and confirmatory factor analyses. Using Cronbach's alpha, the reliability coefficients of branding process questionnaires, consumer behavior questionnaire and social media marketing questionnaire were obtained as 0.91, 0.87 and 0.95, respectively. To analyze the data, structural equation modeling was used by LISREL 8.8 software. The results showed that information reliability was the most important component of SMM practices and football club SMM had significant effects on branding process (r=0.67) and consumer behavior (r=0.28). In addition, the results demonstrated that the branding process significantly affected the consumer behavior (r=1.16). The results of this study can be used as fundamental data to integrate social media practices into the marketing strategies of sport brands and also as leverage and competitive advantage to affect fans’ behavior and to establish a deeper bond with the sport clubs.

کلیدواژه‌ها [English]

  • allegiance
  • attachment
  • attraction
  • branding process
  • consumer behavior
  • social media marketing
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