نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران
2 استادیار گروه مدیریت و برنامه‌ریزی، مرکز مطالعات مدیریت و توسعه فناوری، دانشگاه تربیت مدرس، تهران، ایران
چکیده
پژوهش حاضر، به مطالعه تأثیر بازاریابی برندهای خدماتی ورزشی در اینستاگرام بر ارزش ویژه برند و پاسخ مصرف‌کنندگان می‌پردازد. پژوهش حاضر از نظر هدف از نوع کاربردی و بر اساس روش پژوهش از نوع توصیفی- پیمایشی است. جامعه آماری این پژوهش مصرف‌کنندگان خدمات ورزشی مجموعه ورزشی انقلاب بودند که 200 نفر از آنها در این مطالعه مشارکت داشتند. ابزار گردآوری داده‌ها پرسشنامه بود که روایی صوری و محتوایی آن با استفاده از نظرات 7 نفر از متخصصان مورد بررسی قرار گرفت. جهت بررسی روایی سازه از بارهای تقاطعی گویه‌ها، روایی متقاطع و شاخص میانگین واریانس استخراج‌شده استفاده شد. پایایی ابزار مورد استفاده نیز با استفاده از شاخص‌های آلفای کرونباخ و پایایی ترکیبی بررسی شد. تجزیه و تحلیل داده‌ها با استفاده از تکنیک مدل‌سازی معادله ساختاری در نرم‌افزار پی‌ال‌اس انجام شد. یافته‌های پژوهش نشان داد که بازاریابی از طریق رسانه‌های اجتماعی بر پاسخ مصرف‌کنندگان و ارزش ویژه برند تاثیر مستقیم معنادار و مثبتی دارد. بر این اساس، برندهای خدماتی ورزشی با استفاده از فعالیت‌های بازاریابی رسانه‌های اجتماعی می‌توانند ارزش ویژه برند و پاسخ مصرف‌کنندگان خود را تحت تاثیر قرار داده و بدین ترتیب سهم بازار و فروش خود را افزایش دهند.
کلیدواژه‌ها
عنوان مقاله [English]
A Study of Marketing of Sports Service Brands on Instagram: The Case of Enghlab Sport Complex
نویسندگان [English]
- vajiheh Javnai 1
- shahrzad Nayyeri 2
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
چکیده [English]
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.
کلیدواژه‌ها [English]
- Brand Equity
- Consumer Response
- Social Media
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