Identifying the effect of features of pages and fitness trainers on Instagram on behavioral intention with the mediating role of flow experience and followers' satisfaction

Document Type : Research Paper

Authors

1 M.Sc.of Sport Management, University of Kurdistan, Sanandaj, Iran.

2 Full professor in sport management, Faculty of physical Education and sport sciences, Kordestan University, Kordestan, Iran

3 Ph.D in Sport Management, University of Kurdistan

Abstract

Abestract: The present study was conducted with the aim of identifying the effect of the characteristics of fitness Instagram pages and their trainers on the flow experience, satisfaction and behavioral intention of followers. The present research method is descriptive and correlational. 391 students of Kurdistan University were selected as a statistical sample based on available sampling method. The measuring instrument was a questionnaire. The results showed that the characteristics of fitness pages on Instagram directly affect the flow experience (0.64), satisfaction (0.53), and the characteristics of fitness trainers directly affect the satisfaction (0.44) and flow experience (0.47). ) have a positive and significant effect. In addition, flow experience on followers' satisfaction (0.39), flow experience on followers' behavioral intentions (0.51), followers' satisfaction on their behavioral intentions (0.50), and have a positive and significant effect. Finally, the results indicate that the characteristics of fitness pages indirectly affect followers' behavioral intentions through the mediation of flow experience with a coefficient of (0.33), the mediation of flow experience and followers' satisfaction with a coefficient of (0.12) and the characteristics of fitness trainers indirectly. Followers' behavioral intentions through mediation of followers' satisfaction with coefficient (0.22), mediation of flow experience and followers' satisfaction with coefficient (0.12) also have a positive and significant effect. It can be said that active fitness trainers and pages on Instagram,

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Communication Management in Sport Media
Volume 12, Issue 2 - Serial Number 46
February 2025
Pages 125-144

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History

  • Receive Date: 04 January 2024
  • Revise Date: 08 April 2024
  • Accept Date: 28 April 2024

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