Mostafa Moghadas; Masoumeh Kalateh Seyfari
Volume 5, Issue 1 , February 2018, , Pages 63-72
Abstract
The aim of this study was to the impact of media on consumer attitudes toward the brand and purchase intention is co-Majid. The research was a descriptive study and survey, the goal is to be applied and the data were collected in the field. Data collection for this study was conducted using a questionnaire ...
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The aim of this study was to the impact of media on consumer attitudes toward the brand and purchase intention is co-Majid. The research was a descriptive study and survey, the goal is to be applied and the data were collected in the field. Data collection for this study was conducted using a questionnaire using convenience sampling, 223 customers were chosen. To analyze the relationship between variables, from structural equation modeling (SEM) was used. Some of the findings show that increasing Majid traditional advertising and social media company, leading the positive attitude of customers towards the brand, but the effectiveness of traditional advertising than social media. In addition, the attitude toward the brand has to buy the company's products. Given that one of the ways to attract customers is through advertising in the media, the findings of this study indicate Majid company to change customers' attitudes and purchase of the company should pay the most attention in the mass media to advertise their is.
Masomeh Kalateh Seifari; Masoud Freydoni
Volume 4, Issue 4 , August 2017, , Pages 15-22
Abstract
The main objective of the study was to investigate the impact of mass media activities on tend to sport for all in the city of Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that ...
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The main objective of the study was to investigate the impact of mass media activities on tend to sport for all in the city of Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that cluster sampling method is used. First of all, Tehran city was divided in five regions: North, South, East, West and Center. Then each of these five regions, 70 persons were selected randomly (total sample size was 350 persons). For measuring Social media activity, questionnaire was designed by Moradi (2011) was used and to measure the tendency to sport for all, the questionnaire designed by the research group was used. Face and content validity was confirmed by academic experts and Cronbach's alpha coefficient showed acceptable reliability to the research questions. In continue, for investigating research questions, were used fit indexes and standard coefficient that the results from the model was showed the effect social media and its aspects on tendency to sport for all. Also fitness indexes were showed, the model has good fitness with the data. Finally, with paying attention to the results, media and sport experts can improved sport skill level and sport performance of all people with using innovation in programs and establishing the motivation.