The Role of Social Media Marketing Activities on Sporting Goods Purchase Intention Through Brand Equity (Case Study: Merooj Brand)

Document Type : Research Paper

Authors

1 Assistant Prof. in Sport Sciences Department, Faculty of Humanities, Golestan University, Gorgan, Iran.

2 Assistant Prof. in Sport Sciences Department, Faculty of Humanities, Imam Reza International University, Mashhad, Iran.

3 Assistant Prof. in Sport Management Department, Faculty of Sport Sciences, University of Tehran, Tehran, Iran.

Abstract

The purpose of this study is investigation the Model of Social Media Marketing Activities on purchasing intention of sports products through brand equity. The method of this research, was descriptive- correlation. Statistical population includes customers of Merooj products which they are members of one of this brand social media Given uncertainty of community individuals and its high number, 384 customers were selected as samples simple randomly. In order to collection data Kim and Koo (2012), Aker brand equity (1991) and Jalilvand and samini (2012) for instrumental purchasing intention were used. Findings show that there is a significant positive relationship between marketing activities of social media and customers purchasing intention. Also, according to research model, it was concluded that brand equity has a mediating role in relationship between social media marketing activities and customers purchasing intention. In order to improve brand equity role, Merooj Company can have a positive impact on its customers' views and opinion’s through social media pages with more attractive advertisements, and use this method as a competitive advantage.

Keywords

References

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History

  • Receive Date: 21 July 2021
  • Revise Date: 15 October 2021
  • Accept Date: 03 February 2022

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