نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران.
2 استاد، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران.
3 دانشیار، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران.
چکیده
هدف از تحقیق حاضر، بررسی اثر شبکه‌های اجتماعی در ارتقای ارزش ویژه برند باشگاه پرسپولیس بود. جامعه آماری تحقیق حاضر هواداران باشگاه پرسپولیس در سطح شهر تهران بودند و با توجه به جدول مورگان ۳۸۴ نفر نمونه‌گیری در دسترس به عنوان نمونه آماری انتخاب شد. روش انجام تحقیق توصیفی و از نوع پیمایشی بود و ابزار گردآوری اطلاعات پرسشنامه محقق ساخته بود که روایی آن به تأیید 12 نفر از اساتید مدیریت ورزشی رسید و پایایی آن 0/86 به دست آمد که نشان دهنده پایایی قابل قبول پرسشنامه مورد استفاده بود. تجزیه و تحلیل داده‌های تحقیق با استفاده از روش‌های آماری توصیفی و آزمون کلموگروف اسمیرنف و تحلیل عاملی تأییدی و با کمک نرم‌افزار SPSS نسخه 16 و PLS نسخه 3 در سطح معناداری 0/05 انجام گرفت. نتایج تحقیق نشان دارد، شبکه‌های اجتماعی و ابعاد هفت‌گانه آن در ارتقای ارزش ویژه برند باشگاه پرسپولیس اثر مثبت دارد. با توجه به گسترش سطح استفاده از رسانه‌های اجتماعی در جامعه، باشگاه پرسپولیس باید برای معرفی برند خود، ایجاد وفاداری و رضایت در بین مخاطبین، با معرفی برنامه‌های خود بتواند بهتر از این موقعیت استفاده کند.
کلیدواژه‌ها
عنوان مقاله [English]
The impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand
نویسندگان [English]
- Abbas Seyfollahi 1
- Seyyed Nasrollah Sajjadi 2
- Ebrahim Alidoust Ghahfarokhi 3
1 M.A. in Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehra, Iran.
2 Professor in Sports Management, Sports Management Department, Faculty of Physical Education and Sport Sciences, University of Tehran, Iran
3 Associate Professor in Sports Management, Sports Management Department, Faculty of Physical Education and Sport Sciences, University of Tehran, Iran
چکیده [English]
The purpose of this study was to investigate the impact of Social Networks on Promotion of Perspolis FC's Special Value of Brand. The research society was currently fans of persepolis club in Tehran, and according to the Morgan Table, 384 people were selected as an example. The method of doing research was a type of tradition, and created a tool for the gathering of information of the question of the question which reached the approval of 12 of the sports management teachers, and received 0.86, which shows the Acceptable reliabilityof the question. The analysis of research data was done using the description and test of smirnov smirnov and practical analysis with the help of the SPSS SOFTWARE VERSION 16 and pls version 3 at means level 0.05 The results of research shows, social networks and its seven times have a positive impact in promotion of the special value of the persepolis club. According to the expansion of the level of using social media in the society of persepolis club must use this position to introduce their brand, creating loyalty and satisfaction among the audience.
کلیدواژه‌ها [English]
- Social networks
- Promotion brand equity
- Sports marketing
- Persepolis Club
2. Ajanthan, D. (2017). The role of a social media marketing in building brand equity- a special reference to travel and tourism industry in sri lanka. Global Journal of Management And Business Research,
3. Baensberde, A., Khabiri, M., Jalali Farahani, M., & Goodarzi, M. (2017). Modeling the factors affecting the development of the professional football club brand. Sport Management, 3(9), 411-428. (Persian).
4. Bouchet, P., Hillairet, D., & Bodet, G. (2013). Sport brand. New York: Rouledge.
5. Buil, I., Martinez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.
6. Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206
7. Dashti Shahrokh, V., & Mohammadi, A. (2015). Social media and word-of-mouth advertising are brand equity. Paper presented at the National Conference on New Approaches in Management Science, Economics and Accounting, Tabriz. (Persian)
8. Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176-1204.
9. Farbodnia, B., Farhangi, A A.., & Soltanifar, M. (2016). The role of virtual social networks as a medium in creating brand equity. Media Studies, 11(34), 7-19. (Persian)
10. Feizi, S., Razavi, S. M. H., & Hamidi, M. (2019). Analysis and prioritizing of factors affecting ticketing of Iran’s premier football league. Journal of Human Resource Management in Sport, 6(2), 241–255. (Persian).
11. Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39- 50.
12. Ghanbari, M., Dehgan, S., & Nicknam, P. (2018). Determining factors affecting brand equity of sports events in sponsor attraction. Modern Research Approaches to Management and Accounting, 3(9), 135- 146. (Persian)
13. Gironda, J. T., & Korgaonkar, P. K. (2016). The psychology of social networking site usage: An empirical examination of antecedents to intention and behavior. In Thriving in a new world economy (pp. 312–315). New York: Springer.
14. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
15. Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195-204.
16. Jebini Asle, A., & Esfahani Zadeh, A. (2017). The impact of social media with the mediating role of brand equity on consumer response (a case study of SNOWA and ECA brand. Paper presented aththe International Conference on Economic Management and Development Challenges and Solutions, Dubai, Emirates. (Persian)
17. Jiang, T. T., & Iles, P. (2011). Employer brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China. Journal of Technology Management in China, 6(1), 97-110.
18. Karroubi, M., Bahare, Sh., Mohammadi, S., & Bahare, J. (2018). Evaluating the factors affecting brand equity among sport apparel customers (Ali Daei brand: Case study). Journal of Geography and Human Relations, 1(1), 19-19. (Persian)
19. Kazemi, M. R., Tondnevis, F., Khabiri, M., & Moshref Javadi, B. (2007). Investigating the product element of the marketing mix elements in the Iranian Premier League. Motor Science and Sport, 5(10), 121- 132. (Persian)
20. Khandan, N., Atgea, N., & Mokhtare Denani, M. (2018). The relationship between brand personality and consumer-based brand equity in popular selected teams of the iranian premier league. Applied Research in Sport Management, 6(4), 83-94. (Persian)
21. Khodadadi, M. R.., Farahani, A., Qasemi, H., & Henry, H. (2017). Relationship between brand personality and consumer-based barand equity of selected football clubs in Iranian Premier Liague. Sport Management. 9(3), 373-387. (Persian)
22. Kia, A. A., & Nouri Murad Abadi, Y. (2012). Factors related to students’ attitude to Facebook social network (A comparative study of Iranian and American students). Studies in Communication Culture, 17, 181- 212. (Persian).
23. Kietzmann, J. H., Hermkens, K., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241 -251.
24. Kim, J, H., & Hyun, Y. J. (2010). A model to in-vestigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Journal of Industrial Marketing Management, 40, 428-438.
25. Koo, J. (2009). Brand management strategy for korean professional football: a model for understanding the relationships between team brand identity, fans’ identification with football teams, and team brand loyalty teams (Unpublished doctoral dissertation). School of Engineering and Design, Brunel University.
26. Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product & Brand Management, 29(7), 927- 937.
27. Machadoa, J, C., Carvalhob, L. V, de. Azarc, S, L.,Andréd, A, R., & Santose, B. (2018). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer brand engagement and brand love. Journal of Business Research, 96, 376-385.
28. Maleki, F., Shafiee Nikabadi, M., & Feyz, D. (2015). Investigating the effect of using online social networks on brand performance by examining the mediating role of customer-based brand equity. Modern Marketing Research, 5(3), 55-68. (Persian)
29. Milovanov, O. (2017). The influence of social media communication on brand equity: The evidence for environmentally friendly products. Applied Ecology and Enviroment Research, 15(3), 963-986.
30. Murtiasih, S., & Siringoringo, H. (2013). How word of mouth influence brand equity for automotive products in Indonesia. Procedia-Social and Behavioral Sciences, 81, 40-44.
31. Rajabzadeh, R., Talebpoor, M., & Mirzapour, A. A. (2015). Examining effective factors on spectators’ attendance in volleyball premier league: A case study of mazandaran spectators. Quarterly Journal of Sport Development and Management, 6(2), 141–156. (Persian)
32. Rashid Lamir, A., Montazeri, A., & Feizi, S. (2018). The role of team identification in fans loyalty of iranian football industry. Applied Research of Sport Management, 7(1), 57–68. (Persian)
33. Rasooli, S. M., Khabiri, M., Elahe, A., & Agaee, N. (2016). Internal factors and challenges of brand management in Iranian Football Premier League Clubs. Sport Management Studies, 25, 51-66. (Persian)
34. Sajjadi, N., Rajabi, H., & Abedlati, M. (2016). Identifying factors affecting the brand equity of professional football teams (Case study: Tehran Esteghlal Club). Sport Management Studies, 8(39), 87-102. (Persian)
35. Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276 – 292.
36. Sherkhodaee, M., Shahe, M., Salvation, S., & Mahmoudi Nasab, S. (2017). Investigating the impact of social media on brand confidence and brand loyalty in brand society (Case study: Instagram social network). Modern Marketing Research, 7(3), 106-124. (Persian)
37. Chih-Hung Wang M., & Tang, Y. Y. (2018). Examining the antecedents of sport team brand equity: A dual identification perspective. Sport Management
Review, 21, 293-306.
38. Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (Eds.). (2010). Handbook of partial least squares: Concepts, methods and applications. New York: Springer.
39. Watkins, B. A. (2014). Revisiting the social identity–brand equity model: An application to professional sports. Journal of Sport Management, 28(4), 471-480.
40. Woo Park, J., & Seo, E. J. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
41. Zailskaite-Jakste, L., & Kuvykaitė, R. (2013). Communication in social media for brand equity building. Economics and Management, 18(1), 142-153.
42. Zarei, A., Mohammadi, S. (2020). The effect of social media marketing on brand equity and the response of Persepolis fans. Communication Management in Sports Media, 7(4), 25 -37. (Persian)
43. Gholipour, N., & Mohammadi, S. (2020). Investigation the effect of brand identification on brand evangelism football teams in social media: With the mediating role of brand loyalty. Communication Management in Sports Media, 7(3), 50-60. (Persian)
)