Document Type : Research Paper
Authors
1 Master's student in Sports Management, Khorasgan Azad University, Isfahan, Iran
2 Assistant Professor of Sports Management Department, Islamic Azad University, South Tehran
Abstract
A B S T R A C T
The aim of this research is to develop a model that explains the relationship between social media marketing and the behavior of sports store customers. The study also investigates the role of communication literacy in mediating this relationship. The research is both descriptive-correlational and applied in nature, and was conducted using field methods. The statistical population of the study includes all customers of sports stores in Baghdad, with an unlimited number of participants. Based on Morgan's table, the sample size was determined to be 384 people. To ensure the return of the questionnaires, 400 questionnaires were randomly distributed to the customers. The data collected through the questionnaires were analyzed using PLS software with the help of structural equations. The results from the path analysis using the structural equation model revealed that social media marketing has a significant relationship with the behavior of customers of sports store customers in Baghdad, and that communication literacy plays a mediating role in this relationship. Thus, there is a need to institutionalize sports literacy among the recipients of sports marketing messages based on scientific and theoretical foundations. This is especially important given the quantitative increase of sports media and the widespread appeal of the sports category in society.
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