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 ...
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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.