بررسی تأثیر اقدامات مسئولیت اجتماعی شرکتی، بازاریابی دیجیتال و مداخله هواداران بر عشق به برند تیم‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی، واحد لاهیجان، گیلان، ایران

2 گروه تربیت بدنی،دانشکده علوم انسانی، دانشگاه ازاد اسلامی واحد لاهیجان/ مدیر پژوهش دانشگاه

3 دانشگاه پیام نور رشت

https://www.doi.org/10.34785/J021.2021.554

چکیده

هدف از پژوهش حاضر بررسی تأثیر اقدامات مسئولیت اجتماعی شرکتی، بازاریابی دیجیتال و مداخله هواداران بر عشق به برند تیم‌های ورزشی (مطالعه موردی: سپیدرود رشت) بود. روش پژوهش توصیفی از نوع همبستگی بود. جامعه آماری پژوهش شامل تمامی هواداران باشگاه فوتبال سپیدرود رشت بود. حجم نمونه با استفاده از روش بارکلای و همکاران (1995)، برابر 50 عدد تعیین شد. برای جمع‌آوری داده‌های مورد نیاز از پرسشنامه بائنا و همکاران (2018) استفاده شد. خرده مؤلفه‌های این پرسشنامه شامل؛ مسئولیت اجتماعی دارای (3 گویه)، بازاریابی دیجیتال از طریق وبسایت (4 گویه)، بازاریابی دیجیتال از طریق تلگرام (5 گویه)، بازاریابی دیجیتال از طریق اینستاگرام (5 گویه)، مداخله هواداران تیم (4 گویه) و عشق برند (10 گویه) است. در این پژوهش برای حصول اطمینان بیشتر از نتایج به دست آمده، 250 پرسشنامه در میان هواداران باشگاه فوتبال رشت سپیدرود توزیع شد که در نهایت 215 پرسشنامه تجزیه و تحلیل شد. پایایی پرسشنامه نیز توسط PLS3 تأیید گردید. برای تجزیه و تحلیل داده‌های کمّی از روش‌های آمار توصیفی و استنباطی (آزمون‌های کالموگراف-اسمیرنوف و تحلیل مسیر) استفاده شد. تمامی تحلیل ها با استفاده از نرم‌افزارهای Spss21 و Pls3 انجام شد. یافته‌ها نشان داد که اقدامات مسئولیت اجتماعی بر عشق برند اثر معنی‌داری داشت. متغیر بازاریابی دیجیتال در سایت باشگاه بر عشق برند اثر معنی داری داشت. متغیر بازاریابی دیجیتال در سایت اینستاگرام بر عشق برند اثر معنی داری داشت. متغیر بازاریابی دیجیتال در سایت تلگرام بر عشق برند اثر معنی داری داشت. متغیر مداخله هواداران تیم بر عشق برند اثر معنی داری داشت.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Corporate Social Responsibility Measures on Brand Love for Sport Teams

نویسندگان [English]

  • morteza rezaei soufi 1
  • Siavash Khodsparast 2
  • sina mohamadi 3
1 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Lahijan Branch, Gilan, Iran
2 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Lahijan Branch / University Research Director
3 Master of Sports Management, Marketing Management in Sports, Payame Noor University, Guilan Province, Iran.
چکیده [English]

The aim of this study was to investigate the effect of corporate social responsibility, digital marketing and fan intervention on brand love of sports teams (Case study: Speed Road Rasht). The method of the present study was descriptive-correlational. The statistical population of the study included all fans of Speed Road Rasht Football Club. To determine the minimum sample required in this study, the method presented by Barclay et al (1995) was used to determine the minimum sample in PLS3. The minimum sample size used according to the most relationships in the structural part of the main research model is equal to the product of 10 in 5, which is equal to 50; But in this study, to be more sure of the results, 250 questionnaires were distributed among the fans of Rasht Speed Road football club. Of these, 230 questionnaires were collected and 215 questionnaires were analyzed. The face and content validity of the questionnaire was confirmed by experts in this field. The reliability of the questionnaire was also confirmed by PLS3. Descriptive statistical methods (frequency and mean distribution tables and standard deviation) and inferential statistics (Kalmograph-Smirnov tests and path analysis) were used to analyze the quantitative data. All analyzes were performed using Spss21 and Pls3 software. Findings showed that social responsibility actions had a significant effect on brand love. The digital marketing variable on the club site had a significant effect on brand love. The digital marketing variable on Instagram had a significant effect on brand love. The digital marketing variable on the Telegram site had a significant effect on brand love. The intervention variable of team fans had a significant effect on brand love.

کلیدواژه‌ها [English]

  • Social Responsibility Measures
  • Site
  • Instagram
  • Telegram
  • Brand Love

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