mohammd zargarzadeh Esfahani; shahoo zamani; elahe heidarian
Abstract
The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & ...
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The purpose of this study was to present a model of causal relationships between the amount of physical activity, the use of social networks & the individual's attitude about body image with the moral behaviors of Islamic Azad University students. This research is applied in terms of purpose & descriptive-correlational in terms of method. In the present study, the statistical population was the students of the Islamic Azad University of Tehran, in which 360 people were selected as the research sample & were selected by available sampling method & voluntarily. In order to evaluate the research variables, a researcher-made questionnaire made by Ghaleh-e-Navi et al. (2017) was used. The exploratory & confirmatory factor analysis of the questionnaire was approved in the mentioned research. Ethical (10 questions), use of social networks (10 questions) & attitude towards one's body image (10 questions). used. Confirmatory factor analysis & study of effects & relationships at an error level of 5% were analyzed using 25 SPSS & Smart PLS 3.2.9 software. The results showed that the amount of physical activity has an effect on moral behaviors, use of social networks & a person's attitude towards body image. The use of social networks has a significant effect on moral behaviors & a person's attitude towards body image has a significant effect on moral behaviors. In addition, the amount of physical activity has a significant effect on moral behaviors through the use of social networks, & finally it was found that the amount of physical activity has a significant effect on moral behaviors through a person's attitude towards body image. it can be said that the higher the students' attitudes about their body image, the more their moral behaviors increase.
Shiva Azadfada; Ali Asghar Droudian; Shahoo Zamani Dadaneh
Abstract
The purpose of this study was the effect of marketing based on social networks on the intention of customers to buy products of sports brands with the mediating role of the brand's mental image and brand fascination. This research is applied in terms of purpose and descriptive-correlational in terms ...
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The purpose of this study was the effect of marketing based on social networks on the intention of customers to buy products of sports brands with the mediating role of the brand's mental image and brand fascination. This research is applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. For this purpose, in order to evaluate the marketing of social networks, the Seo Park (2018) questionnaire, which includes 12 questions, was used to measure the intention to buy from the Hu et al. (2009) questionnaire, which consists of 4 questions. Was.o image, the Ismail and Spinelli Questionnaire (2012), which consists of 6 questions, and the measurement of the mediation variable of the brand fascination with the Ismail and Spinelli (2012) questionnaire, consisting of 7 questions, were used. . Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that social media-based marketing has affected the intention to buy, the brand's image and brand fascination, as well as the brand's image and brand's fascination with the purchase intention and the mediating role of the brand's image and brand's fascination. In relation to social media-based marketing, the intention to buy was approved