Sports Media
Vahid Makizadeh; hossein mansoori; Foujan amiri; ali tizroo
Abstract
The aim of the study is to explain the effect model of social media information on the travel intention of marine sports tourists to Qeshm Island. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population of the research was the marine sports ...
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The aim of the study is to explain the effect model of social media information on the travel intention of marine sports tourists to Qeshm Island. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population of the research was the marine sports tourists of Qeshm Island in the second half of 1401, and 300 people were selected as a sample using convenience sampling method. Measurement tool was information attitude of electronic word of mouth questionnaire (Mehood., Liang & Gu, 2018), information needs (Cho and Kim, 2011), social presence (Kim et al., 2019), information usefulness of electronic word of mouth (Li., Hu., Hang, 2023), information acceptance of electronic word of mouth (Khwaja., Mahmood & Zaman, 2020) and travel intention (Mehood., Liang & Gu, 2018) that validity was confirmed through content validity and convergent validity, as well as their reliability through Cronbach's alpha coefficient. Confirmatory factor analysis and examination of effects and relationships were analyzed at the error level of 5% using SPSS and AMOS software. The findings showed that the information needs and attitude towards the information of electronic verbal recommendations have a positive and significant effect on the perceived usefulness of the information. Also, the perceived usefulness of information has a positive and significant effect on the acceptance of information, and the acceptance of information also has a positive and significant effect on the travel intention of sports tourists.
Vahid Makizadeh; Adel Mohebbi; Fatemeh Sharaei
Abstract
The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling ...
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The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling method. The reliability of the questionnaire was 0.876 using Cronbach's alpha coefficient.Hypotheses were tested by confirmatory factor analysis (CFA) and structural equation modeling (SEM) using Amos 24 software.The results indicate that advertising appeal has positive impact on brand personality appeal. Brand personality appeal also has positive impact on relationship quality, brand loyalty, and brand attachment. Relationship quality and brand loyalty also have positive impact on word of mouth. Attachment to the brand has positive impact on relationship quality and brand loyalty.