مدیریت ارتباطات در رسانه های ورزشی

با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

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اخبار و اعلانات

اثر بازاریابی رسانه‌های اجتماعی بر ارزش ویژه برند و پاسخ هواداران تیم پرسپولیس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشگاه کردستان

2 کارشناسی ارشد بازاریابی ورزشی، دانشگاه کردستان

چکیده

هدف از تحقیق حاضربررسی اثر بازاریابی رسانه های اجتماعی روی ارزش ویژه برند و پاسخ هواداران فوتبال تیم پرسپولیس است. روش تحقیق توصیفی-همبستگی بوده وجامعه آماری پژوهش شامل کلیه هواداران باشگاه فرهنگی ورزشی تیم فوتبال پرسپولیس بودند. در این پژوهش351پرسشنامه به صورت آنلاین در سایت پرس لاین جمع آوری و پس از کنار گذاشتن پرسشنامه های مخدوش شده و ناقص350پرسشنامه قابل قبول مورد تجزیه و تحلیل قرار گرفت. جهت گردآوری داده ها از پرسشنامه تعدیل یافته سئو و پارک ( 2018)  با23 سؤال که روایی صوری و محتوایی آن با استفاده از نظرچند تن از اساتید وروایی همگرا و واگرا آن با استفاده از تحلیل عاملی تأییدی بررسی گردید؛ همچنین همسانی درونی پرسشنامه با آلفای کرونباخ تأیید شد. برای تجزیه و تحلیل داده ها از آمار توصیفی  و مدل معادله ساختاری برای بررسی برازش مدل تحقیق استفاده شد. نتایج تحقیق نشان داد که بازاریابی رسانه های اجتماعی 0/52 از تغییرات آگاهی برند و 0/54 از تغییرات تصویر برند را به صورت مثبت و معناداری پیش بینی کرد. از یافته های دیگر این پژوهش این که آگاهی از برند اثر مثبتی بر تبلیغات شفاهی، تعهد برند دارد. همچنین تصویر برند بر تبلیغات شفاهی وتعهد برند ضریب اثر مناسبی دارد؛ بنابراین توانایی بالای فضای رسانه های اجتماعی در این مسیر به طوری که با چارچوب علمی مناسب طراحی شود بسیار مؤثر خواهد بود و باشگاههای فوتبال میتوانند از طریق این فضا و استفاده از هواداران خود به ارائه خدمات و محصولاتی که بتواند برای باشگاه درآمدزایی مناسبی داشته باشد، بپردازند.

کلیدواژه‌ها

عنوان مقاله [English]

Effect of Social Media Marketing on Brand Equity and the Response of Persepolis Football Fans

نویسندگان [English]

  • Sardar Mohammadi 1
  • Arash Zarei 2

1 Associate Professor in Sports Management, University of Kurdistan

2 M.A. in Sports Marketing, University of Kurdistan

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 present study aimed to investigate the effect of social media marketing on brand equity and the response of Persepolis football fans. Descriptive correlational method was used. The statistical population of the study consisted of all the fans of Persepolis Football Club. To cllect data, 315 questionnaires were collected online at www.porsline.ir and after excluding altered and incomplete questionnaires, 310 acceptable questionnaires were analyzed. Furthermore, a modified Seo and Park questionnaire (2018) was used that includes 23 questions that it’s face and content validities were assessed using the opinion of several professors, its convergent and divergent validity were assessed using confirmatory factor analysis and its internal validity was confirmed by Cronbach's alpha. To analyze the data, descriptive statistics and Structural Equation Modeling were used. The results indicated a significant and positive prediction of social media marketing about brand awareness changes and brand image changes, 0.5% and 1.2%, respectively. Moreover, the study found that brand awareness has a positive effect on verbal advertising and brand commitment. The brand image was also found as having significant effect on verbal advertising and brand commitment. Therefore, the ability of social media space, applied with a well- designed scientific framework, will be highly effective and football clubs can use this space and also their fans to provide services and products that can make a proper income for the club.

کلیدواژه‌ها [English]

  • Social Media
  • Brand Equity
  • Customer Response
  • Persepolis Team Fans
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مدیریت ارتباطات در رسانه های ورزشی
دوره 7، شماره 4 - شماره پیاپی 28
تیر 1399
صفحه 99-112
فایل ها
سابقه مقاله
  • تاریخ دریافت: 18 آبان 1398
  • تاریخ بازنگری: 15 آذر 1398
  • تاریخ پذیرش: 12 دی 1398
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