Seyed Mohammadbagher Jafari; karim Golmohammadi; Fatemeh Javidi; Mohammad Samie
Abstract
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 ...
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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.