اثر بازاریابی رسانه‌های اجتماعی بر پاسخ مصرف کننده محصولات ورزشی با میانجی‌‌گری ارزش ویژه برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار پردیس فارابی دانشگاه تهران

2 کارشناسی ارشد مدیریت بازرگانی دانشگاه علامه طباطبائی

3 کارشناسی ارشد مدیریت بازرگانی دانشگاه حضرت معصومه(س)

4 کارشناسی ارشد مدیریت بازرگانی دانشگاه خوارزمی

10.30473/jsm.2019.46002.1322

چکیده

امروزه اهمیت به‌کارگیری رسانه‌های اجتماعی و بازاریابی شکل­ گرفته در بستر آن بیش از پیش برای سازمان‌ها افزایش یافته است؛ به طوریکه سازمان‌های تولید­کننده محصولات ورزشی نیز از آن مستثنی نیستند. با این وجود خلا بررسی نقش ارزش ویژه برند در زمینه بازاریابی محصولات ورزشی از طریق رسانه­ های اجتماعی به وضوح دیده می‎‌شود و همچنین ضرورت پژوهش در این زمینه است. هدف از این پژوهش بررسی اثر بازاریابی رسانه­ های اجتماعی بر پاسخ مصرف­کننده کالاهای ورزشی با میانجی­گری ارزش ویژه برند است. جامعه آماری این پژوهش متشکل از دانشجویان تربیت­ بدنی دانشگاه خوارزمی است که از تلگرام استفاده می­ کنند. برای انتخاب نمونه از نمونه­ گیری در دسترس استفاده و برای محاسبه نمونه، با توجه به جامعه آماری که 400 نفر تخمین زده شد؛ طبق جدول کرجسی و مورگان 195 نفر تعیین گردید. تجزیه و تحلیل داده‌ها با استفاده از تکنیک مدل‌سازی معادله ساختاری (SEM) و با استفاده از نرم‌افزار Smart PLS انجام گرفت. یافته ­ها نشان داد که تلاش‌های بازاریابی رسانه‌های اجتماعی بر ارزش ویژه برند و پاسخ مصرف‌کننده اثرگذار است و همچنین ارزش ویژه برند بر پاسخ مصرف‌کننده تأثیر گذاشته و ارزش ویژه برند نیز اثر تلاش‌های بازاریابی رسانه‌های اجتماعی بر پاسخ مصرف‌کننده را تعدیل می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Social Media Marketing Efforts on the Sport Products Consumer Response by Mediating Brand Equity

نویسندگان [English]

  • Seyed Mohammadbagher Jafari 1
  • karim Golmohammadi 2
  • Fatemeh Javidi 3
  • Mohammad Samie 4
1 Associate Professor, College of Farabi, University of Tehran
2 M.A. Business Management, Allameh Tabataba’I University
3 M.A. Business Management, Hazrat-e Ma’soumeh University
4 M.A. Business Management, Kharazmi University
چکیده [English]

Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research in this field. The purpose of this study was to investigate the effect of social media marketing efforts on the sport products consumer response by moderating brand equity. The statistical population of this research is Kharazmi University students who use the telegram.   Given that the statistical population was estimated to be 400 people, the Krejcie and Morgan table were used to obtain the sample size, which is based on the sample of 195 individuals. Structural Equation Modeling (SEM) and Smart PLS software were used to analyze the data and the effect of variables was investigated. The findings showed that social media marketing efforts affect brand equity and consumer responses, as well as brand equity has affected consumer responses, and brand equity is also moderating the effect of social media marketing efforts on consumer responses.

کلیدواژه‌ها [English]

  • Social Media Marketing
  • brand equity
  • customer satisfaction
  • Consumer Response Response
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