Communication Management in Sport Media

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A Study of Marketing of Sports Service Brands on Instagram: The Case of Enghlab Sport Complex

Document Type : Research Paper

Authors

1 Assistant Prof. Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran

2 Assistant Prof. Department of Management & Planning, Research Center of Management & Productivity Studies Center, Tarbiat Modares University,Tehran, Iran

Abstract

The present study examines the impact of social media marketing on brand equity & consumer response to a luxury service brand. The present research is an applied & descriptive survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity was examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity, & average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha & combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant & positive effect on consumer response & the brand equity of luxury brands. Accordingly, luxury brands can utilize social media marketing activities to influence brand equity & consumer response which leads to an increase in their market share & sales.

Keywords

References
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Communication Management in Sport Media
Volume 9, Issue 4 - Serial Number 36
July 2022
Pages 28-40
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History
  • Receive Date: 01 November 2020
  • Revise Date: 20 January 2021
  • Accept Date: 19 May 2021
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