نقش عوامل بازاریابی رسانه‌های اجتماعی بر تصویر و آگاهی برند با میانجی‌گری درگیری کاربران صفحات اجتماعی برند ورزشی (موردمطالعه: شبکه اجتماعی اینستاگرام)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه شهید چمران اهواز

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان

3 عضو هیات علمی دانشگاه علوم انتظامی امین

4 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت مدرس

چکیده

هدف پژوهش بررسی مؤلفه‌های بازاریابی رسانه‌های اجتماعی بر درگیری، تصویر و آگاهی از برند می‌باشد. 320 نفر از کاربران صفحات اجتماعی برندهای ورزشی مورد مطالعه قرار گرفتند. پژوهش حاضر باروش توصیفی – همبستگی انجام شد. ابزار اندازه‌گیری پرسشنامه چنگ و همکاران (2019)، اسلام و همکاران (2018)، لانگارو و همکاران (2018) بود. از معادله ساختاری روش مدل‌یابی حداقل مربعات جزئی برای آزمایش ارتباط بین عناصر بازاریابی شبکه‌های اجتماعی، درگیری با برند، تصویر و آگاهی از نام تجاری استفاده شد.   تجزیه و تحلیل مدل سازی معادلات ساختاری نشان داد که شخصی‌سازی، تبادل، تبلیغات شفاهی و محتوای داغ، عناصر کلیدی هستند که به طور مستقیم بر درگیری مصرف کننده با برند تأثیر می‌گذارند؛ سپس آگاهی از برند و دانش برند را نیز تقویت می‌کنند؛ در صورتی که نتایج یافت شده درمورد، سرگرمی در تضاد با روابط قبلی است و اثر معناداری بر درگیری مصرف کننده – برند ندارد. این پژوهش، با ارائه درک نقش عناصر بازاریابی رسانه‌های اجتماعی، در فرآیند ایجاد برند، به ادبیات برندینگ کمک شایانی می‌کند. رسانه‌های اجتماعی یک کانال ارتباطی در بازاریابی است که بواسطه‌ی مؤثر بودن آن در ارتباط با برند، باعث درگیری مصرف کننده - برند، دانش و تصویر مطلوب از برند می‌شود. آزمایش تجربی این مدل نشان می‌دهد که عناصر بازارایابی رسانه‌های اجتماعی (شخصی سازی – تبادل – تبلیغات شفاهی – محتوای داغ) محرک‌های مهمی در ساخت برند هستند.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Social Media Marketing Factors on Image & Brand Awareness Mediated by Engagement of Sports Brand Social Page Users (Case Study: Instagram Social Network)

نویسندگان [English]

  • Abdollah rouzfarakh 1
  • Hossein Mansouri 2
  • mortaza mohammadi 3
  • meysam sadaghi 4
1 Ph.D. Student in Sport Management, Shahid Chamran University
2 Ph.D. Student in Sport Management, university of kurdistan
3 Faculty Member of Amin University of Law Enforcement Sciences
4 Ph.D. Student in Sport Management, Tarbyat Modares
چکیده [English]

This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) & Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social media marketing elements, consumer–brand engagement, brand Awareness & brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word of mouth & trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness & brand Awareness. This contrasts with the non-significant results found for the influence of entertainment & customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information & its role as a means to stimulate consumers’ brand engagement brand, Awareness & brand image. By empirically testing a theoretical model, this study confirms that specific social media marketing elements, namely Customisation, interaction, EWOM & trendiness, are critical drivers in the brandbuilding process

کلیدواژه‌ها [English]

  • Brand Awareness
  • Brand Image
  • Consumer–Brand Engagement
  • Social Media Marketing

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  • تاریخ دریافت: 18 آبان 1399
  • تاریخ بازنگری: 10 فروردین 1400
  • تاریخ پذیرش: 03 اردیبهشت 1400

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