نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیارگروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران
2 دانشجوی دکتری مدیریت بازاریابی و رسانه های ورزشی، دانشگاه آزاد اسلامی، واحد مرکزی تهران، تهران، ایران
چکیده
هدف این پژوهش اثر بازاریابی مبتنی بر شبکه‌های اجتماعی بر قصدخرید مشتریان محصولات برندهای ورزشی با نقش میانجی تصویر ذهنی برند و شیفتگی به برند بود. این پژوهش برحسب هدف کاربردی و به لحاظ روش از نوع توصیفی- همبستگی است. در پژوهش حاضر جامعه آماری مشتریان برندهای ورزشی معتبر خارجی (آدیداس، نایکی، پوما و ...) بودند، که تعداد 360 نفر به عنوان نمونه پژوهش انتخاب گردیدند و از روش نمونه‌گیری در دسترس و به صورت داوطلبانه انتخاب شدند. بدین منظور به جهت ارزیابی بازاریابی شبکه‌های اجتماعی از پرسشنامه سئوو پارک (2018)، که شامل 12 سوال می‌باشد، استفاده شد، برای سنجش قصد خرید از پرسشنامه هو و همکاران (2009)، که از 4 سوال تشکیل شده، استفاده شد. برای اندازه‌گیری متغیر میانجی تصویر ذهنی برند از پرسشنامه ایسمعیل و اسپینلی(2012)، که از 6 سوال تشکیل شده و سنجش متغیر میانجی شیفتگی به برند از پرسشنامه ایسمعیل و اسپینلی (2012)، متشکل از 7 سوال می‌باشد، استفاده شد. تحلیل عاملی تاییدی و بررسی اثرات و نقش میانجی تحقیق در سطح خطاء 5% و با استفاده از نرم افزارهای 25 SPSS و Smart PLS 3.2.9 تجزیه و تحلیل گردید. نتایج بدست آمده نشان داد که بازاریابی مبتنی بر شبکه‌های اجتماعی بر قصدخرید، تصویر ذهنی برند و شیفتگی به برند اثرگذار بوده است، همچنین تصویر ذهنی برند و شیفتگی به برند بر قصدخرید تاثیر گذار بوده و نقش میانجی تصویر ذهنی برند و شیفتگی به برند در رابطه با بازاریابی مبتنی بر شبکه‌های اجتماعی بر قصدخرید مورد تایید قرار گرفت.
کلیدواژه‌ها
عنوان مقاله [English]
The effect of marketing based on social networks on the intention of customers to buy products of sports brands with the mediating role of the brand's mental image and brand fascination
نویسندگان [English]
- Shiva Azadfada 1
- Ali Asghar Droudian 1
- Shahoo Zamani Dadaneh 2
1 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
2 PhD Student in Sports Marketing and Media Management, Islamic Azad University, Central Branch of Tehran, Tehran, Iran
چکیده [English]
The purpose of this study was the effect of marketing based on social networks on the intention of customers to buy products of sports brands with the mediating role of the brand's mental image and brand fascination. This research is applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population of customers were reputable foreign sports brands (Adidas, Nike, Puma, etc.), of which 360 people were selected as the research sample and were selected by the sampling method and selected voluntarily. For this purpose, in order to evaluate the marketing of social networks, the Seo Park (2018) questionnaire, which includes 12 questions, was used to measure the intention to buy from the Hu et al. (2009) questionnaire, which consists of 4 questions. Was.o image, the Ismail and Spinelli Questionnaire (2012), which consists of 6 questions, and the measurement of the mediation variable of the brand fascination with the Ismail and Spinelli (2012) questionnaire, consisting of 7 questions, were used. . Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that social media-based marketing has affected the intention to buy, the brand's image and brand fascination, as well as the brand's image and brand's fascination with the purchase intention and the mediating role of the brand's image and brand's fascination. In relation to social media-based marketing, the intention to buy was approved
کلیدواژه‌ها [English]
- Social media-based marketing
- shopping intentions
- brand image. Brand fascination
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