مدل‌سازی تأثیر ارتباطات یکپارچه بازاریابی بر شکل‌گیری تصویر مطلوب از باشگاه‌های والیبال با نقش میانجی رسانه‌های اجتماعی

معرفت, داریوش

doi:10.30473/jsm.2025.73731.1950

مدل‌سازی تأثیر ارتباطات یکپارچه بازاریابی بر شکل‌گیری تصویر مطلوب از باشگاه‌های والیبال با نقش میانجی رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسنده

داریوش معرفت

استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه مراغه، مراغه، ایران.

10.30473/jsm.2025.73731.1950

چکیده

تحقیق حاضر با هدف مدل‌سازی تأثیر ارتباطات یکپارچه بازاریابی بر شکل‌گیری تصویر مطلوب از باشگاه‌های والیبال با نقش میانجی رسانه‌های اجتماعی انجام شد. این تحقیق از نوع کاربردی، کمی، میدانی-کتابخانه‌ای و همبستگی بود. جامعه آماری شامل هواداران والیبال در شهر ارومیه بودند که با توجه به نتایج نرم‌افزار جی‌پاور و با روش تصادفی ساده، 194 نفر به عنوان نمونه آماری انتخاب شدند. ابزار جمع‌آوری داده‌ها پرسشنامه ارتباطات بازاریابی یکپارچه لی و پارک (2007)، رسانه‌های اجتماعی جهانبانی (1397) و تصویر ذهنی برند اورث و گرین (2009) بود. به منظور تجزیه و تحلیل داده‌ها علاوه بر بررسی توصیفی، از مدل‌سازی معادلات ساختاری و همچنین آزمون سوبل در نرم‌افزارهای SPSS ورژن 23 و SMARTPLS ورژن 3.1.1 و در سطح معنی‌داری 05/0 استفاده شد. نتایج نشان داد که مدل پژوهش از برازش مناسبی برخوردار است و ارتباطات یکپارچه بازاریابی (001/0=p؛ 695/9=t) و رسانه‌های اجتماعی (001/0=p؛ 466/5=t) تاثیر مثبت و معنی‌داری بر تصویر مطلوب از باشگاه‌های والیبال دارند و ارتباطات یکپارچه بازاریابی تاثیر مثبت و معنی‌داری بر رسانه‌های اجتماعی نیز دارد (001/0=p؛ 610/25=t). نتایج تحقیق همچنین نشان داد که رسانه‌های اجتماعی در تاثیر ارتباطات یکپارچه بازاریابی بر شکل‌گیری تصویر مطلوب از باشگاه‌های والیبال نقش میانجی ایفا می‌کند (001/0=p؛ 560/9=z). بنابراین ارتباطات مؤثر و مداوم بازاریابی با مخاطبان و استفاده مناسب از رسانه‌های اجتماعی می‌تواند موجب شکل‌گیری تصویر مطلوبی از باشگاه‌های والیبال در ذهن مخاطبان و هوادارن شود.

کلیدواژه‌ها

موضوعات

رسانه های ورزشی

عنوان مقاله [English]

Modeling the impact of integrated marketing communications on the formation of favorable image of volleyball clubs with the mediating role of social media

نویسنده [English]

Daryush Marefat

Assistant Professor, Department of Sports Sciences, Faculty of Humanities, Maragheh University, Maragheh, Iran.

چکیده [English]

The present research was conducted with the aim of modeling the impact of integrated marketing communications on the formation of a favorable image of volleyball clubs with the mediating role of social media. This study was of an applied, quantitative, field-library and correlational type. The statistical population consisted of volleyball fans in Urmia city and according to the results of GPower software and simple random method, 194 people were selected as a statistical sample. The data collection tools were Lee and Park's Integrated Marketing Communications Questionnaire (2007), Jahanbani's social media (2018) and Orth and Green's Brand Image (2009). In order to analyze the data, in addition to descriptive analysis, structural equation modeling and Sobel test were used in SPSS version 23 and SMARTPLS version 3.1.1 software at a significance level of 0.05. The results showed that the research model has a good fit and that integrated marketing communications (p=0.001; t=9.695) and social media (p=0.001; t=5.466) have a positive and significant effect on the favorable image of volleyball clubs and integrated marketing communications also have a positive and significant effect on social media (p=0.001; t=610.25). The results of the study also showed that social media plays a mediating role in the effect of integrated marketing communications on the formation of the favorable image of volleyball clubs (p=0.001; z=9.560). Therefore, effective and continuous marketing communications with audiences and appropriate use of social media can lead to the formation of a favorable image of volleyball clubs in the minds of audiences and fans.

کلیدواژه‌ها [English]

Brand image
media
volleyball
integrated marketing communications

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