Sports Media
Seyed Ehsan AmirHoseni; Ayob Ameri; Ehsan Moradian
Abstract
The current research was conducted with the aim of comparing the willingness to buy domestic and foreign sports brands of generation Z customers with an emphasis on social media influencers. The current research was a survey research. The statistical population of the current research includes all customers ...
Read More
The current research was conducted with the aim of comparing the willingness to buy domestic and foreign sports brands of generation Z customers with an emphasis on social media influencers. The current research was a survey research. The statistical population of the current research includes all customers of generation Z of sports stores in Yasouj city, and complete information about their number was not available. According to Cochran's sample size formula, 384 people were identified as the research sample in the conditions of uncertainty of the population size. The data collection tool included the questionnaire of social media influencers by Son et al. (2021) as well as the questionnaire by Boon et al. (2020). In order to analyze the data, independent t method and analysis of variance test were used. According to the results, it was found that there is a significant difference between the desire to buy domestic sports brands of generation Z customers based on the type of social media influencers (F=13.658; significance level=0.001). In such a way, the willingness to buy domestic sports brands of generation Z customers in the group of friends and peers (2.85) is more than other groups. According to the results, it was found that there is a significant difference between the willingness to buy foreign sports brands of generation Z customers based on the type of social media influencers (F=11.587; significance level=0.001).
Sports Media
Hamideh Abdolzadeh; Gholamreza Amani Shelemzari; Ayob Ameri
Abstract
The present research was designed with the aim of investigating the effect of psychological ownership, mental transsocial relationships and aspirational identity on followers' adherence to virtual influencers in sports (case example: young customers of a domestic sports brand). The case study in ...
Read More
The present research was designed with the aim of investigating the effect of psychological ownership, mental transsocial relationships and aspirational identity on followers' adherence to virtual influencers in sports (case example: young customers of a domestic sports brand). The case study in the current research was the Ministry of Sports and Youth. The current research is a descriptive research which, from the point of view of the objective, is one of the applied researches that was carried out in the field. The current research method is a survey in terms of data collection method. The statistical population of this research included all customers under 35 years of age of a domestic sports brand, unfortunately, the exact number of these people was not available. According to Cochran's formula of sample size in the condition of uncertain population size; a total of 384 people were identified as the research sample. Available sampling method was used to select research samples. Structural equation method was used to examine the data of this research. The results of this research showed that aspirational identity (effect=0.578; t=3.797) and extrasocial relationships (effect=0.578; t=3.797) have a significant effect on psychological ownership. The results also showed that aspirational identity (effect=0.578; t=3.797) and extrasocial relationships (effect=0.578; t=3.797) have a significant effect on followers' adherence to virtual influencers in sports. Also, the results showed that psychological ownership (effect=0.578; t=3.797) has a significant effect on followers' adherence to virtual influencers in sports.