Document Type : Research Paper
Authors
1 M.A. Sport Management, University of Tabriz, Tabriz, IRAN
2 Assistant Professor, Department of Sport Management, University of Tabriz,,Tabriz, IRAN
3 Assistant Professor, Department of Sport Management, University of Tabriz, Tabriz, IRAN
4 Ph.D. Student of Sport Marketing Management, University of Tabriz, Tabriz, IRAN
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 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
Keywords
2. Abosag, I., Roper, S., & Hind, D. (2012). Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of marketing, 46(9), 1233-1251.
3. Abubakar, AM., Ilkan, M.,Al-tal,RM., & Eluwde,kk.(2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management 31 220-227
4. Alexandris, K., Tsaousi, E., & James, J. )2007(. Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly, 16, 130–142
5. Ansari, M., & Hassabi, H.R. (2014). Creating brand equity by combining advertising; examining the role of mediator of loyalty and brand communication. Quarterly Journal of Business Management Outlook, 14, 51- 37. (Persian).
6. Argan, M., Argan, M. T., Köse, H., & Gökalp, B. (2013). USING FACEBOOK AS A SPORT MARKETING TOOL: A CONTENT ANALYSIS ON TURKISH SOCCER CLUBS. Journal of Internet Applications & Management/İnternet Uygulamaları ve Yönetimi Dergisi, 4(1).
7. Bahrain Zadeh, M., & Ziaee, A. (1391). investigating the effect of risk aversion and the level of consumer product involvement on their loyalty and their advertising of brand names: the mediating role of attachment and trust in the brand name. New Marketing Research, Second Year, Number Four, 7. 103-118. (Persian).
8. Bambauer-Sacehs & Mangold S. (2010). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services I, 1,45-38,18.
10. Chen, G. L., Yang, S. C., Chang, R. M., & Lee, T. L. (2017). The Antecedents of Brand Loyalty Building in Fan Page of Facebook. In Proceedings of the 4th Multidisciplinary International Social Networks Conference on ZZZ (20). ACM.
11. Choi, B., & Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1/2), 108-131.
12. ComScore. (2011). The comScore 2010 mobile year in review. http :// www. comscore.com /Press_Events/ Presentations_Whitepapers/2011/2010 Mobile Year in Review Accessed 07.01.12
13. Crosby, L. A., & Johnson, S. L. (2007). Experience Required: Managing each customer's experience might just be the most important ingredient in building customer loyalty. Marketing Management, 16(4), 20.
Studies, 7(2), 39-56.
15. Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277.
16. Eckert, C., Louviere, J., & Islam, T. (2012). Seeing the forest despite the trees: Brand effects on choice uncertainty. Intern. J. of Research in marketing xxx.
17. Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891.
18. Galilvand M., & Ebrahimi A. (2011) The Effect of Oral Communication on Buying Inner Vehicles (Samand Automobile Case Study of Iran Khodro Co.), Commercial Management Journal, 3 (9), 70-57.( Persian).
19. Gohgohaiey, A.,(2016). Factors Affecting the Involvement of Individuals Oral-Ornamental Advertising on Social Networking Sites. Iran Dock website. (Persian)
20. Govatdin, M.S. (1394). Customer Loyalty to Brand through Social Networking, Annual Management Conference and Business Economics, EIA, Institute of Managers of Idea Capital, Vieira Capital. (Persian)
21. Herold, K.(2015). Impact of Word- of-Mouth on consumer decision-making: An information processing perspective in the context of a high-involvement service. Acta Universities Lapeer antisepsis.
22. Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?. MITSloan Management Review, 52(1), 41.
23. Hsu, T.-H., Hung, L.-C., & Tang, J.- W. (2012). An analytical model for building The Journal of China Universities of Posts and Telecommunications, 136– 141.
24. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68- 76.
25. Ismagilova,E.,Dwivedi,YK., Slade,E., Williams,MD.(2017). Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions. School of Management Swansea University.
26. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social
Media. Business horizons, 53(1), 59-68.
27. Karakaya, F., Yannopoulos, P., & Kefalaki, M. (2016). Factors impacting the decision to attend soccer games: an exploratory study. Sport, Business and Management: An International Journal, 6(3).
28. Katz, E & Lazarsfeld, P. F. (1995), Personal Influence, Glencoe, IL: Free Press.
29. Khabiri, M., Mohammadi, R., & Sadeghi, R. (2014). Factors Affecting the Participation of Oral-Bodybuilding Gym Club Customers, Applied Research in Sport Management, 4 , 86-79.( Persian)
30. Khanlari, A., & Zamaniyan, Z. (1393). Investigating the relationship between brand loyalty and e-commerce advertising in social networks. Two Scientific Journal of Researches in Business Management Quiz, Sixth Year. 12, 99-75.(Persian)
31. Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.
32. Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167.
33. Molkakhlag, I., Akbari, M., & Allawat, S.H. (1393). Sports support and its impact on brand attachment and customer loyalty: A Study of the Kalee Volleyball Team. Management and development of sports, 5 (1), 65- 84.(Persian)
34. Mousavi, S.A., & Konareh Fard, M. 1393). The Effect of Social Media on the Characteristics of Brand Society, Value Creation, Brand Trust and Brand Lending (Case Study Comparison of Apple's (iphone) and Samsung Galaxy Phones) Marketing Marketing Journal 25. 26-50. (Persian)
35. Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44
37. Pashaei, S., & Abdavi, F. (1396). Investigating the Mediating Role of Organizational Factors in the Success of Managing Relations with Sports Customers. Quarterly management and development of sports. 6(3), 21. (Persian)
38. Pashaei, Sajjad, Khodadadi, M.R., & Mahmodpour, P. (1396). Investigating the role of mediation in sport participation in explaining the relationship between the use of information technology communication tools (mobile, Internet, Instagram and telegram) with decreasing depression in adolescents in the Maku Free Zone. Quarterly Journal of Information Technology Management Studies – 5(20). 235-209. (Persian)
39. Payne, A. (1994), Relationship Marketing-Making the Customer Count, Managing Service Quality, 4(6), 29-31.
41. Saatchiyan, V., Alizadeh Golrizi, A., & Ellahi, A. (1392). Comparison of loyalty motives, support history and the presence of supporters of the popular clubs of the professional football league of Iran. Research in sport management and motor behavior. 3(6), 123-136. (Persian)
42. Salimi Zavieh, S.Gh. (1396). A Study of the Relationship between Brand Loyalty, Brand Satisfaction, Oral-to- Mouth Advertising, and Brand Branding (Case Study: Mihan Ice Cream). Quarterly Proprietary Advertising and Marketing. 6, 34-51.( Persian)
. Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
44. Silverman, G. (2011). Secrets of word- of-mouth marketing: how to trigger exponential sales through runaway word of mouth. AMACOM Div American Mgmt Assn.
45. Simon, F. (2017). Relationship norms and media gratification in relational brand communication. Journal of Business Research, 79, 12-22.
46. Trattner, C., & Kappe, F. (2013). Social Stream Marketing on Facebook: A Case Study. International Journal of Social and Humanistic Computing (IJSHC) 2(1/2).
47. Tsiotsou, R., & Alexandris, K. (2009). Delineating the outcomes of sponsorship sponsor image, word of mouth, and purchase intentions. International Journal of Retail and Distribution Management, 37(4), 358-369.
48. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.
49. Zhang, K.Z.K., Benyoucef, M., & Zhao, S. J. (2016). Building brand loyalty in social commerce: The case of brand microblogs. Electronic Commerce Research and Applications 15 (2016) 14– 25.
)