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

Document Type : Original Article

Authors

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

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

10.22034/sms.2023.138585.1211

Abstract

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. Keywords: social media marketing, repurchase intention, sports products, sustainable social communication

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Sports Marketing Studies
Volume 5, Issue 3
November 2024

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