Sport Advertising
Farideh Mahmoudian; Zohrhe Hasani
Abstract
The aim of this study was to identify the effect of professional athletes' interactions on Instagram on the athlete's brand image, with the mediating roles of relationship quality, brand authenticity, and fan attachment. The methodology employed in this study was descriptive-correlational, and the statistical ...
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The aim of this study was to identify the effect of professional athletes' interactions on Instagram on the athlete's brand image, with the mediating roles of relationship quality, brand authenticity, and fan attachment. The methodology employed in this study was descriptive-correlational, and the statistical population consisted of approximately 50,000 students from four public universities in west of Iran, from which 590 individuals were selected as a sample. A structural equation model was utilized to test the hypotheses. The findings indicated that interactions on Instagram have a positive and significant indirect effect on the athlete's brand image, with a regression coefficient of 0.28, mediated by fan attachment. Additionally, the regression coefficient for the indirect effect of Instagram interactions on brand image through relationship quality and fan attachment (0.22) was greater than the mediating effect of brand authenticity and fan attachment (0.10). As a result, athletes can gain significant benefits by strategically and programmatically utilizing Instagram to manage the content of their posts.
Abstract
The purpose of this study was to analyze the factors affecting the place attachment of tourists and the oral advertisement of the destination in visiting the equestrian event of Gonbad Kavous. This research is of descriptive-correlation type. 324 people were selected as a simple statistical sample from ...
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The purpose of this study was to analyze the factors affecting the place attachment of tourists and the oral advertisement of the destination in visiting the equestrian event of Gonbad Kavous. This research is of descriptive-correlation type. 324 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous Equestrian sporting event in the fall of 2019. In this study, the standard questionnaires of Jin et al. (2012, 2015) Ghorbanzadeh and Saeidnia (2019) Lee et al. (2011, 2013) were used and their validity was confirmed by 10 experts. Measure its reliability using Cronbach's alpha correlation coefficient and hybrid reliability. Data analysis was performed by structural equivalence method using Smart PLS software. The results showed that the variables of event experience quality with a coefficient of determination of ( ) 0.605, satisfaction with 0.582, quality of services with 0.515, respectively, had the greatest effect on tourists' place attachment and variables of quality of event experience with ( ) 0.585, Satisfaction 0.576, quality of services with a coefficient of determination of 0.494, respectively, can have the greatest impact on the oral advertising of tourists. The results showed that sporting events strengthen the place attachment and verbal advertising of tourists to the destination.
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Mojtaba Ghasemi Siani; Ako Ibrahim Faqe Mahmoud
Abstract
The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all ...
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The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all students of Persepolis fans football team in University of Kurdistan, that 420 of them were selected as statistical sample. The questionnaires of sports involvement dimensions by Kyle et al. (2003), attachment from Funk and James (2006), loyalty by Baer et al. (2008) were used, that its formal and content validity was by experts and their internal consistency was confirmed through alpha Cronbach, and structural equations and linear regression were used to test the hypotheses. The results showed that the involvement with the team, with a regression coefficient of 0.24, had a positive effect on the team's dependency variable, and also dependency variable of the team with a 0.50 regression coeficient, had a positive and meaningful effect on fans’ loyalty. Also, the team involvement variable without the use of the Instagram, predicts 14% of the variance of the team's attachment, which increases by 3.5% in the presence of Instagram, that is, 17.5% of increasing. Theoretically, the results of this research highlight the importance and application of the social media platform and the production of optimal content in the team marketing strategies. Scientifically, it is suggested to the sport team managers, by strengthening their relationships with fans through Instagram, increase the likelihood of involvement, dependence and loyalty of their