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تدوین الگوی اثر فعالیت های بازاریابی رسانه های اجتماعی بر قصد خرید مجدد محصولات ورزشی و ارتباط اجتماعی پایدار

نوع مقاله : مقاله پژوهشی

نویسندگان

استادیار گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران

چکیده

در دهه های اخیر، استفاده از رسانه های اجتماعی یکی از اثر بخش ترین راه کارها برای تأیید محصولات و خدمات شده است. در واقع با ظهور شبکه های اجتماعی، سبکی جدیدی در تعاملات و نحوه ارتباطات بشر در سراسر دنیا به وجود آمده است. این تغییر سبک در حوزه هایی مانند بازاریابی و رفتار مصرف کننده، منجر به تمرکز و توجه بیش از پیش به مشتری شده است. هدف از پژوهش حاضر تدوین الگوی اثر فعالیت های بازاریابی رسانه های اجتماعی بر قصد خرید مجدد محصولات ورزشی و ارتباط اجتماعی پایدار در بین مشتریان فروشگاه های محصولات ورزشی سطح شهر کرمانشاه بود. پژوهش حاضر از نظر هدف، کاربردی و از نظر شیوه گردآوری داده ها، توصیفی - پیمایشی است. جامعه آماری پژوهش شامل 320 نفر از مشتریان محصولات ورزشی فروشگاه های سطح شهرکرمانشاه بودند که با استفاده از روش تصادفی ساده و بر اساس فرمول کوکران، 175 نفر به ‏عنوان نمونه آماری انتخاب شدند. ابزار گرداوری داده ها استفاده از پرسشنامه چن و لین (2019)، بود. در این پژوهش روایی صوری و محتوایی آن با استفاده از روایی همگرا و واگرا مورد تأیید 10 نفر از اساتید و کارشناسان حوزه بازاریابی ورزشی قرار گرفت و پایایی پرسشنامه نیز در این پژوهش 86/0 گزارش شد. همچنین جهت بررسی روابط بین اجزاء مدل از معادلات ساختاری و جهت تجزیه و تحلیل داده‌ها از نرم ‌افزار اسمارت پی ال اس نسخه 2 استفاده شده است.  یافته های پژوهش نشان می دهند که فعالیت بازاریابی رسانه های اجتماعی بر ارزش ادارک شده با ضریب تاثیر 77/0 دارای بیشترین اثرگذاری و فعالیت بازاریابی رسانه های اجتماعی بر رضایت مشتری با ضریب تاثیر 24/0 کمترین اثرگذاری را داشته است. نتایج پژوهش نیز بیان می دارند که فعالیت های بازاریابی رسانه های اجتماعی تأثیر مستقیم، مثبت و معناداری بر قصد خرید مجدد محصولات ورزشی و ارتباط اجتماعی پایدار دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Modeling the effect of social media marketing activities on the intention to repurchase sports products, and sustainable social communication

نویسندگان [English]

  • Ali Karimi
  • Ali Ahmadi

Assistant Professor, Department of Sports Management, Payame Noor University, Tehran, Iran

چکیده [English]

In recent decades, using social media has become one of the most effective ways to endorse products and services. In fact, with the emergence of social networks, a new style of human interaction and communication has emerged all over the world. This style change in areas such as marketing, and consumer behavior, has led to more focus and attention on the customer. The purpose of the current research was to formulate the model of the effect of social media marketing activities on the intention to repurchase sports products and sustainable social connection among the customers of sports products stores in Kermanshah city. The current research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the research included 320 customers of sports products in Kermanshah stores, and 175 people were selected as a statistical sample using a simple random method based on Cochran's formula. The data collection tool was using a standard questionnaire. In this formal and content validity research, it was approved by professors and experts in the field of sports marketing. Also, in order to check the relationships between the components of the model, structural equations have been used, and SmartPLS software has been used to analyze the data. The results of the research show that social media marketing activity has the highest impact on perceived value with an impact factor of 0.77 and social media marketing activity has the least impact on customer satisfaction with an impact factor of 0.24. The research results show that social media marketing activities have a direct, positive and significant effect on the intention to repurchase sports products and sustainable social communication. 

کلیدواژه‌ها [English]

  • social responsibility
  • internal green performance
  • social accountability
  • ethical leadership
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مطالعات بازاریابی ورزشی
دوره 5، شماره 3 - شماره پیاپی 19
آبان 1403
صفحه 77-95
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هم رسانی
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