مدیریت ارتباطات در رسانه های ورزشی

با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

اصول اخلاقی انتشار مقاله

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

فرایند پذیرش مقالات

اطلاعات آماری نشریه

اخبار و اعلانات

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
مراجع
  1. Aaker, D. A., & Equity, M. B. (1991). The Free Press. New York, 206.‏
  2. Ananda, A. S., Hernández-García, Á. Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing & Logistics.‏
  3. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content & consumer engagement. Psychology & Marketing, 32(1), 15-27.
  4. Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media & consumer engagement: a review & research agenda. Journal of Research in Interactive Marketing.‏
  5. Coulter, K. S., Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management research review.‏
  6. Chu, S. C., Lien, C. H., & Cao, Y. (2019). Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, & consumer engagement on Chinese travellers’ eWOM. International Journal of advertising, 38(1), 26-49.‏
  7. Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites?. Journal of Travel & Tourism Marketing, 28(4), 345-368.‏
  8. Chan, T. K., Zheng, X., Cheung, C. M., Lee, M. K., & Lee, Z. W. (2014). Antecedents & consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81-97.‏
  9. Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual Model for examining social media marketing effects on brand awareness & brand image. International Journal of Economics & Business Research, 17(3), 243-261.‏
  10. De Vries, N. J., & Carlson, J. (2014). Examining the drivers & brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.‏
  11. Dessart, L. (2017). Social media engagement: a model of antecedents & relational outcomes. Journal of Marketing Management, 33(5-6), 375-399.‏
  12. France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers & consequences. Journal of Brand Management, 23(2), 119-136.‏
  13. Gallaugher, J., & Ransbotham, S. (2010). Social media & customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).‏
  14. Gao, Q. & Feng, C. (2016), “Branding with social media: user gratifications, usage patterns, & brand message content strategies”, Computers in Human Behavior, Vol. 63, pp. 868-890.
  15. 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 & consumer behavior. Journal of business research, 69(12), 5833-5841.‏
  16. Hajli, N. (2015). Social commerce constructs & consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.‏
  17. Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of marketing science, 45(3), 312-335.‏
  18. Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism management, 59, 597-609.‏
  19. Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience & involvement on brand equity directly & indirectly through consumer brand engagement. Journal of Product & Brand Management.‏
  20. Hidayanti, I., Herman, L. E., & Farida, N. (2018). Engaging customers through social media to improve industrial product development: the role of customer co-creation value. Journal of Relationship Marketing, 17(1), 17-28.‏
  21. Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, & value: Framework, fundamental propositions, & implications. Journal of Interactive Marketing, 22.45, 27-41.‏
  22. Hollebeek, L. D., Malthouse, E. C., & Block, M. P. (2016). Sounds of music: exploring consumers’ musical engagement. Journal of Consumer Marketing.‏
  23. Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, & application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185.‏
  24. Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision.‏
  25. Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand & value consciousness. Asia Pacific Journal of Marketing & Logistics, 29(1), 129-144.‏
  26. Jafari, S. M., Golmohammadi, K., Javidi, F., & Samie, M. (2019). The Effect of Social Media Marketing Efforts on the Sport Products Consumer Response by Mediating Brand Equity. Communication Management in Sport Media, 7(2), 83-94.‏ (in Persian)
  27. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges & opportunities of Social Media. Business horizons, 53(1), 59-68.‏
  28. Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification & reward on consumer brand engagement & brand loyalty in virtual brand communities. Telematics & Informatics, 46, 101321.‏
  29. Kim, A.J. & Johnson, K.K. (2016), “Power of consumers using social media: examining the influences of brand-related user-generated content on Facebook”, Computers in Human Behavior, Vol. 58, pp. 98-108.
  30. Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, & destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329.‏
  31. Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.‏
  32. Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, & priorities. AMS review, 6(1-2), 1-16.‏
  33. Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude & purchase intention of brands?. Management Research Review.‏
  34. Langaro, D., Rita, P., & de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness & brand attitude. Journal of Marketing Communications, 24(2), 146-168.‏
  35. Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content & consumer engagement on social media: evidence from Facebook. Management Science, 64(11), 5105-5131.‏
  36. Manthiou, A., Tang, L. R., & Bosselman, R. (2014). Reason & reaction: the dual route of the decision-making process on Facebook fan pages. Electronic Markets, 24(4), 297-308.‏
  37. Nawaz, S. S., & Kaleel, M. I. M. Impact of Social Media Marketing Elements on Consumer-Brand Engagement.‏
  38. Naiami, A; Mashbaki, A; Atieh Kar, G. R. (2016). Factors Affecting Purchases of Inspirational Pleasure through Instagram, Novin Marketing Research, 2 (21), 18-1. (in Persian)
  39. Rasoulzadeh A; Adlyipour, S; Zeini Wand, Y. (2112). The Attitude of Iranian Young Users to Virtual Social Networks, Sociology Studies, 8(16), 64-49. (in Persian)
  40. Persson, N. (2010). An exploratory investigation of the elements of B2B brand image & its relationship to price premium. Industrial Marketing Management, 39(8), 1269-1277.‏.
  41. Pentina, I., Guilloux, V. & Micu, A.C. (2018), “Exploring social media engagement behaviors in the context of luxury brands”, Journal of Advertising, Vol. 47 No. 1, pp. 55-69.
  42. Rohm, A., Kaltcheva, V. D., & Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing.‏
  43. Rahimnia, F., Ghaderi, F., & Eslami, G. (2019). Investigation Relationship between Social Media Marketing & Electronic Word of Mouth with the Mediator Role of Brand Awareness & Brand Image (Case Study: Sportswear Customers). Communication Management in Sport Media, 7(1), 51-64.‏ (in Persian)
  44. Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing.‏
  45. Solem, B.A.A. & Pedersen, P.E. (2016), “The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media”, Journal of Marketing Management, Vol. 32 Nos 5-6, pp. 445-468.
  46. Schulze, C., Sch€oler, L. & Skiera, B. (2015), “Customizing social media marketing”, MIT Sloan Management Review, Vol. 56 No. 2, pp. 8-10.
  47. Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity & customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.‏
  48. Statista (2019), Active Social Network Penetration in Selected Countries as of January 2019, available at: https://www.statista.com/statistics/282846/regular-social-networking-usage-penetration-worldwideby-country (accessed 22 May 2019).
  49. Stelzner, M. (2014). Industry report: How marketars are using social media to grow, Social Media Examiner.‏
  50. Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184.‏
  51. Su, J. (2016). Examining the relationships among the brand equity dimensions. Asia Pacific Journal of Marketing & Logistics.‏
  52. Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication & impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198-208.‏
  53. Truong, A. (2014). This report shows why brands should embrace Instagram (if they haven’t already). FastCompany. Com.
  54. Yan, J. (2011). Social media in branding: Fulfilling a need. Journal of Brand Management, 18(9), 688696.
  55. Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception & customer equity. Asia Pacific Journal of Marketing & Logistics.‏
  56. Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.
مدیریت ارتباطات در رسانه های ورزشی
دوره 9، شماره 4 - شماره پیاپی 36
تیر 1401
صفحه 1-14
فایل ها
سابقه مقاله
  • تاریخ دریافت: 18 آبان 1399
  • تاریخ بازنگری: 10 فروردین 1400
  • تاریخ پذیرش: 03 اردیبهشت 1400
هم رسانی
ارجاع به این مقاله
آمار