The effect of social media marketing on the value and repurchase intention of sports shop customers

Document Type : Original Article


1 Master of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran

2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran

3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran


This research is applied based on purpose and correlation in nature and has been done by survey method. The statistical population of the study was the customers of sports stores in Semnan province. The statistical sample size was 251 people and was available. Data collection tools were social media marketing questionnaires Mehrabi & et al, (2014), customer equity Hamidizade & et al, (2015) and repurchase intention Dorwasola, (2004) and Rajetgera, (2011). The face and content validity of the questionnaire was confirmed by experts. The reliability of the questionnaires was estimated to be 0.89, 0.84 and 0.84 using Cronbach's alpha test, respectively. The results showed that social media marketing activities have a positive and significant effect on customer equity and repurchase intention; Customer equity has a positive and significant effect on purchase intention and social media marketing activities indirectly have a positive and significant effect on repurchase intention through customer equity. Therefore, it can be said that social networks provide an opportunity to promote the store and the products of the stores.


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