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

Document Type : Research Paper

Authors

1 Associate Professor in Sports Management, University of Kurdistan

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

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 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.

Keywords

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History

  • Receive Date: 09 November 2019
  • Revise Date: 06 December 2019
  • Accept Date: 02 January 2020

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