نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت ورزشی دانشگاه تبریز
2 استادیار مدیریت ورزشی دانشگاه تبریز
3 دانشجوی دکتری تخصصی مدیریت ورزشی دانشگاه تبریز
چکیده
پژوهش حاضر باهدف بررسی تأثیر شبکه‌های اجتماعی بر تبلیغات دهان‌به‌دهان به‌واسطة وفاداری و دلبستگی به برند در لیگ برتر فوتبال ایران انجام شد. جامعه آماری تحقیق را هواداران تیم‌های فوتبال که از شبکه‌های اجتماعی استفاده می‌کنند، تشکیل داده‌اند که 386 نفر به‌عنوان نمونه آماری انتخاب گردید. جهت جمع آوری داده ها از پرسش‌نامه استفاده شد که از اعتبار و پایایی مطلوبی برخوردار بود. به‌منظور تجزیه وتحلیل داده های جمع‌آوری‌شده با استفاده از نرم افزارهای SPSS و Amos، و از تحلیل مسیر برای تعیین اثرات مستقیم و غیرمستقیم متغیرهای پژوهش استفاده شد. نتایج تحلیل مسیر نشان داد، همبستگی مثبت و معنادار بالایی بین متغیرهای مستقل و میانجی با متغیر تبلیغات دهان‌به‌دهان به‌عنوان متغیر وابسته وجود دارد؛ به‌طورکلی باشگاه‌ها می بایست در جهت افزایش دلبستگی هواداران به برند، نسبت به شناسایی ویژگی‌های شخصیتی باشگاه، انعکاس این ویژگی‌ها در استراتژی‌های مدیریت برند خود و همچنین تطابق این ویژگی‌ها با ویژگی‌های شخصیتی هواداران اقدام نمایند و این عامل منجر به تبلیغات دهان‌به‌دهان مثبت در جامعه و شبکه‌های مجازی برای باشگاه خواهد شد.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Social Network on Word of Mouth Advertising Due to Loyalty and Attachment to the Brand in Iran Football Premier League
نویسندگان [English]
- Zahra Pourhoseyn 1
- Fatemeh Abdavi 2
- Vajiheh Javani 2
- Sajjad Pashaie 3
1 M.A. Sport Management, University of Tabriz, Tabriz, IRAN
2 Assistant Professor, Department of Sport Management, University of Tabriz,,Tabriz, IRAN
3 Ph.D. Student of Sport Marketing Management, University of Tabriz, Tabriz, IRAN
چکیده [English]
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 statistical population of the study consisted of supporters of football teams, who use social networks. 376 people were selected as the statistical sample. To collect data, a valid and reliable questionnaire was used. To analyze data SPSS and AMOS was used, and path analysis was applied to determine the direct and indirect effects of the research variables. The results of path analysis showed that there is a significant positive correlation between independent variables and mediators with the variable of propagation as a dependent variable. In general, clubs should increase the attachment of fans to the brand, to identify the personality traits of the club, reflect these features in their brand management strategies as well as adapting these features to the personality traits of the fans and this will lead to positive word of mouth advertising in the community and virtual networks for the club
کلیدواژه‌ها [English]
- Social Network
- Brand Attachment
- Brand Loyalty
- Football Premier League
- Fans
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