Marjan Bahreini; Hossein Abdolmaleki; parivash noorbakhsh
Abstract
The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all ...
Read More
The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all men and women shooting athlete of all devisions of Iran league in 2019 year. According to the research objectives and based on PASS statistical software, the sample size was 150 people. The data gathering tool in this study were E- Word of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi et al (2018) and Brand Loyalty Questionnaire of Mousavi et al. (2013). The results showed that the Endoresement has a direct impact on the Brand loyalty through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the Brand loyalty. Therefore, it can be said that effective advertising is an important tool for competitive advantage for sports organizations that can influence the decision of individuals to buy goods by certifying famous athletes on products or services.
Ghasem Eslami; Farshad Ghaderi
Abstract
Today's with the growth of social media, staying competitive in e-businesses requires the effort to retain customers. So paying attention to customer e-loyalty in this environment is very important. Recently, sporting goods shoppers are also using social media for their purchases because they provide ...
Read More
Today's with the growth of social media, staying competitive in e-businesses requires the effort to retain customers. So paying attention to customer e-loyalty in this environment is very important. Recently, sporting goods shoppers are also using social media for their purchases because they provide the ability to compare products and get feedback from users. The purpose of this research is Investigating Effect of Electronic word of mouth on Customer e-Loyalty with the mediator role of Personal and social midia Identification with Internet media. The statistical population of the study consists of electronic customers of sports goods who have experience shopping from digi Kala and Bamilo websites.The data were collected through 455 questionnaires of electronic consumers of sporting goods. The relationships between variables were studied through structural equation modeling using AMOS software. The results showed that Electronic word of mouth had a positive effect on Personal Site Identification, social Site Identification and e-loyalty. On the other hand, the mediating role of Personal and social Identification in the relationship between Electronic word of mouth and electronic loyalty was confirmed.
Hossein Abdolmaleki
Abstract
The purpose of this study was modeling the role of Ergonomy and Sportscape on Service Experience of Clients of Tehran E-sport Business with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical ...
Read More
The purpose of this study was modeling the role of Ergonomy and Sportscape on Service Experience of Clients of Tehran E-sport Business with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all people using E-sport clubs in the Tehran city who regularly exercised in these clubs for at least one year. According to the research objectives and based on PASS statistical software, the population size was 325 people who were selected sampling. The data gathering tool in this study were E- Word of mouth questionnaire of Gholipour et al (2018), Sportscape of Wakefield & Sloan (1995), Ergonomy of facilities of Akbari et al (2018), service experience of Pine & Gilmore (1998). The results showed that Sportscape factors related to E-sport clubs have a direct and indirect impact on the intention of clients to be present again through the moderating role of the E- word of mouth advertising. In addition, Ergonomy factors related to E-sport clubs have indirect impact on the intention of clients to be present again through the moderating role of the E- word of mouth advertising. Also, E- word-of-mouth advertising has an impact on the intention of customers to be present again.
Fariborz Rahimnia; Farshad Ghaderi; Ghasem Eslami
Abstract
The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 ...
Read More
The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 spreadsheets were distributed randomly among the sportwear customers and 455 questionnaires were analyzed. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicated that the social media marketing has a positive impact on brand awareness and image; the positive impact of social media marketing has also been confirmed on electronic word of mouth. Moreover brand awareness has positive relationship with brand image. brand image has positive mediating role in the relationship between social marketing and electronic word of mouth.