vajiheh Javnai; shahrzad Nayyeri
Abstract
The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, ...
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The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity was examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity, & average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha & combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant & positive effect on consumer response & the brand equity of luxury brands. Accordingly, luxury brands can utilize social media marketing activities to influence brand equity & consumer response which leads to an increase in their market share & sales.
shahrzad Nayyeri; marjan safari
Volume 3, Issue 4 , September 2016, , Pages 45-58
Abstract
This study for understanding the applications of communication theories in the field of sport was developed in three parts: (1) A review of the six most cited communication theories (Agenda Setting, Framing, Cultivation, Disposition-Based Theory, Social Identity and Hegemonic); (2) A introduction of ...
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This study for understanding the applications of communication theories in the field of sport was developed in three parts: (1) A review of the six most cited communication theories (Agenda Setting, Framing, Cultivation, Disposition-Based Theory, Social Identity and Hegemonic); (2) A introduction of relatively new link between social media and sport communication studies (Parasocial interaction and uses & gratifications theories) And (3) applying the uses & gratifications theory as the basis for analysing Sardar Azmoun’s motives for using Instagram. For this purpose the content analysis as an efficient method of qualitative analysis was used. 100 recent posts of 246 total posts of Sardar Azmoun’s Instagram were analyzed to extract themes. Data analysis in order to identify the motives of Instagram users showed six major themes and eleven sub-themes: Interactivity with other athletes and fans main theme consisting of Prayer, love of country, thanks and greeting Sub-themes; diversion main theme consisting of providing information about the interests sub-theme; information sharing main theme consisting of offering insights about coaches and offering insights about other athletes sub-themes; linking to content main theme consisiting of pointing fans to places of interest sub-theme; fanship main theme consisitining of sharing their fandom of other sports sub-theme and promotional main theme consisting of endorsing public relations efforts and stimulating motives sub-themes.