بررسی رابطه بازاریابی از طریق رسانه‌های اجتماعی با تبلیغات شفاهی الکترونیک به واسطه تصویر و آگاهی از برند (مورد مطالعه: مشتریان لباس ورزشی)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

2 کارشناسی ارشد مدیریت اجرایی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

3 دکتری مدیریت رفتار سازمانی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

10.30473/jsm.2019.43480.1298

چکیده

هدف از این تحقیق بررسی نقش واسط تصویر برند و آگاهی از برند در رابطه بین  بازاریابی از طریق رسانه‌های  اجتماعی و تبلیغات شفاهی الکترونیکی در مشتریان البسه ورزشی می‌باشد. جامعه آماری این پژوهش مشتریان البسه ورزشی هستند که به‌منظور جمع‌آوری داده‌ها تعداد 500 پرسش‌نامه به روش تصادفی ساده بین استفاده‌کنندگان از البسه ورزشی پخش گردید و ازاین‌بین 455 پرسش‌نامه مورد تجزیه‌وتحلیل قرار گرفتند. بررسی روابط میان متغیرها از طریق مدل‌سازی معادلات ساختاری و با کمک نرم‌افزار AMOS صورت گرفت. نتایج حاکی از آن بود که بازاریابی از طریق رسانه‌های اجتماعی رابطه مثبت با آگاهی و تصویر برند دارد. رابطه مثبت بازاریابی از طریق رسانه‌های اجتماعی نیز با بازاریابی شفاهی الکترونیکی تائید شد، همچنین آگاهی از برند با تصویر برند رابطه مثبت دارد. تصویر و آگاهی از برند نیز در رابطه بین بازاریابی اجتماعی و تبلیغات شفاهی الکترونیکی نقش میانجی‌گری مثبت دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigation Relationship between Social Media Marketing and Electronic Word of Mouth with the Mediator Role of Brand Awareness and Brand Image (Case Study: Sportswear Customers)

نویسندگان [English]

  • Fariborz Rahimnia 1
  • Farshad Ghaderi 2
  • Ghasem Eslami 3
1 Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad
2 Master of Executive Management, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad
3 Ph.D. of Organizational Behavior Management,, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad
چکیده [English]

The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 spreadsheets were distributed randomly among the sportwear customers and 455 questionnaires were analyzed. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicated that the social media marketing has a positive impact on brand awareness and image; the positive impact of social media marketing has also been confirmed on electronic word of mouth. Moreover brand awareness has  positive relationship with brand image. brand image has  positive mediating role in the relationship between social marketing and electronic word of mouth.

کلیدواژه‌ها [English]

  • Social Media Marketing
  • brand awareness
  • Brand image
  • electronic word of mouth
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