Akbar Jaberi; Zakieh Manzeli
Abstract
The purpose of this study was to investigate the effect of media literacy on self-control of football fans with respect to the mediating role of cultural capital. The present study is a quantitative, cross-sectional and correlational study that has been conducted in the field. The statistical population ...
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The purpose of this study was to investigate the effect of media literacy on self-control of football fans with respect to the mediating role of cultural capital. The present study is a quantitative, cross-sectional and correlational study that has been conducted in the field. The statistical population of the study included football fans who were active in cyberspace. 388 fans of Iranian Premier League teams were selected as a statistical sample using purposive sampling method based on Krejcie & Morgan table. After distributing the questionnaires, 388 questionnaires were completed and collected completely and structural equation modeling (PLS) test was used to test the research hypotheses. The results showed that media literacy has a significant effect on self-control (β= 0.394) as well as on the cultural capital of football fans in cyberspace (β= 0.399). Based on the results, the effect of cultural capital on the self-control of football fans in cyberspace was reported to be significant (β= 0.337) and it was shown that media literacy has a significant effect on the self-control of football fans in Virtual space with the mediating role of cultural capital (β= 0.221). The value of the GOF index also indicated the proper fitness of the research model.
Sport Advertising
Arman Parzivand; Akbar Jaberi; Koorosh Ghahreman Tabrizi
Abstract
The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population ...
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The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population included customers of sporting goods in Kerman. 385 customers were selected through purposive sampling based on the SEM formula for estimating sample size. The data collection tool was designed based on adopting three questionnaires, which included Kim & Ko (2012) social network marketing questionnaire (2014), Iranian product consumption attitude questionnaire of Bahmani (2013), and Golshani's customer response questionnaire (2017). The stuctrual, face, and content validity were used for confirming the tools’ validity; and the reliability of the tools was measured using Cronbach's alpha. To test the hypotheses, structural equation modeling method was used using SPSS and LISREL8.8 software. The results of the research showed that social network marketing had a positive and significant effect on the customer's response and attitude towards the consumption of Iranian sports goods, and the customer's response also had an impact on the attitude towards the consumption of Iranian sports goods. Moreover, the results of the research indicated that social network marketing had a positive and significant effect on the attitude towards the consumption of Iranian sports goods, both directly and indirectly via the mediating role of customer response. The fitness indices also demonstrated the validity and good fitness of the research model.
Akbar Jaberi; Farzaneh Mazloomi Soveini
Abstract
According to the importance of websites as a modern media in the process of selling ticket in sport events, the aim of the current study was to examine the role of webqual in satisfaction and repurchasing intention for internet ticket in football pro-league of Iran. The research was a descriptive ...
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According to the importance of websites as a modern media in the process of selling ticket in sport events, the aim of the current study was to examine the role of webqual in satisfaction and repurchasing intention for internet ticket in football pro-league of Iran. The research was a descriptive correlational study and a practical one. The research population consisted of Perspolis and Esteghlal football fans in 88th derby and a sample of 428 fans were studied through random sampling in Azadi stadium. The research tool was questionnaire and the reliability of the questionnaire was confirmed according to Choronbach’s alpha, and the validity was verified by conducting face, content and structural validity. Structural equation modeling with partial least squares (PLS) was applied for data analysis. The findings demonstrated that “webqual” had a positive and significant effect on “user satisfaction” and “repurchasing intention”. “User satisfaction” also had positive and significant effect on “repurchasing intention” for electronic ticket. The findings of this research can be considered as an effective platform for the development of strategies and performance of the sport clubs through the process of electronic selling of ticket.