Sport Communication
Hossein Karim Abbas
Abstract
The purpose of this research was to determine the effect of perceived social responsibility on brand equity with the mediating role of team identification and online community identification in Iraqi Naft al-Wasat futsal team fans. The present research was applied in terms of objective and in terms of ...
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The purpose of this research was to determine the effect of perceived social responsibility on brand equity with the mediating role of team identification and online community identification in Iraqi Naft al-Wasat futsal team fans. The present research was applied in terms of objective and in terms of method was of correlation type. The statistical population of the research was formed by the fans of Iraq's Naft al-Wasat futsal team who were members of online virtual groups or online fan communities. According to Mueller's optimal sample size rule, 277 fans participated in the research as a sample. The data collection tool was Kim and Manoli's (2022) standard questionnaires of perceived social responsibility, team identification, online community identification and brand equity. Variance based structural equation model was used to analyze the data. The results of the research showed that perceived social responsibility has a positive and significant effect on brand value (β=0.322), team identification (β=0.652) and online community identification (β=0.695). Also, team identification (β=0.315) and online community identification (β=0.311) have a positive and significant effect on brand equity. Finally, the perceived social responsibility has a significant effect on the brand equity with the mediating role of team identification and online community identification in Naft al-Wasat futsal team fans (β=0.422). According to the results of the research, managers of team can increase their level of social responsibility to improve their brand value and strengthen the fans' team identification and fans' identification in the club's online communities.
vajiheh Javnai; shahrzad Nayyeri
Abstract
The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, ...
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The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity was examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity, & average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha & combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant & positive effect on consumer response & the brand equity of luxury brands. Accordingly, luxury brands can utilize social media marketing activities to influence brand equity & consumer response which leads to an increase in their market share & sales.
bahman tayebi; vahid saatchian; Amin Dehghan Ghahfarokhi
Abstract
The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of ...
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The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of one of this brand social media Given uncertainty of community individuals and its high number, 384 customers were selected as samples simple randomly. In order to collection data Kim and Koo (2012), Aker brand equity (1991) and Jalilvand and samini (2012) for instrumental purchasing intention were used. Findings show that there is a significant positive relationship between marketing activities of social media and customers purchasing intention. Also, according to research model, it was concluded that brand equity has a mediating role in relationship between social media marketing activities and customers purchasing intention. In order to improve brand equity role, Merooj Company can have a positive impact on its customers' views and opinion’s through social media pages with more attractive advertisements, and use this method as a competitive advantage.
Sardar Mohammadi; Arash Zarei
Abstract
The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The present study aimed to investigate the effect of social media marketing on brand equity and the response of Persepolis football ...
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The purpose of this study was to review the effect of social network on word of mouth advertising due to loyalty and attachment to the brand in Iran Football Premier League.The present study aimed to investigate the effect of social media marketing on brand equity and the response of Persepolis football fans. Descriptive correlational method was used. The statistical population of the study consisted of all the fans of Persepolis Football Club. To cllect data, 315 questionnaires were collected online at www.porsline.ir and after excluding altered and incomplete questionnaires, 310 acceptable questionnaires were analyzed. Furthermore, a modified Seo and Park questionnaire (2018) was used that includes 23 questions that it’s face and content validities were assessed using the opinion of several professors, its convergent and divergent validity were assessed using confirmatory factor analysis and its internal validity was confirmed by Cronbach's alpha. To analyze the data, descriptive statistics and Structural Equation Modeling were used. The results indicated a significant and positive prediction of social media marketing about brand awareness changes and brand image changes, 0.5% and 1.2%, respectively. Moreover, the study found that brand awareness has a positive effect on verbal advertising and brand commitment. The brand image was also found as having significant effect on verbal advertising and brand commitment. Therefore, the ability of social media space, applied with a well- designed scientific framework, will be highly effective and football clubs can use this space and also their fans to provide services and products that can make a proper income for the club.
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.
Rasoul Azadi; Bahram Yousefi; Hossein Eydi
Volume 2, Issue 2 , March 2015, , Pages 66-75