The Partial Role of Social Network Marketing on the Attitude toward Consumption of Iranian Sports Goods with the Mediating Role of Customer Response

Document Type : Research Paper

Authors

1 M.Sc. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.

2 Associate Prof. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran

3 Prof. Department of Sport Management, Faculty of Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.

Abstract

The aim of the current research was to investigate the partial role of social network marketing on the attitude towards the consumption of Iranian sports goods with the mediating role of customer response. The research was a survey and a practical study that was conducted in the field. The research population included customers of sporting goods in Kerman. 385 customers were selected through purposive sampling based on the SEM formula for estimating sample size. The data collection tool was designed based on adopting three questionnaires, which included Kim & Ko (2012) social network marketing questionnaire (2014), Iranian product consumption attitude questionnaire of Bahmani (2013), and Golshani's customer response questionnaire (2017). The stuctrual, face, and content validity were used for confirming the tools’ validity; and the reliability of the tools was measured using Cronbach's alpha. To test the hypotheses, structural equation modeling method was used using SPSS and LISREL8.8 software. The results of the research showed that social network marketing had a positive and significant effect on the customer's response and attitude towards the consumption of Iranian sports goods, and the customer's response also had an impact on the attitude towards the consumption of Iranian sports goods. Moreover, the results of the research indicated that social network marketing had a positive and significant effect on the attitude towards the consumption of Iranian sports goods, both directly and indirectly via the mediating role of customer response. The fitness indices also demonstrated the validity and good fitness of the research model.

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History

  • Receive Date: 27 February 2023
  • Revise Date: 25 August 2023
  • Accept Date: 25 September 2023

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