presenting a model of the impact of marketing in social networks on attracting contacts in the physics sports field

Document Type : Original Article

Authors

1 PhD Sport Management Student, University of Guilan

2 Assistant Professor of rahbord shomal university

3 Master student in Sports Management of Rahbord Shomal University

10.22034/sms.2024.140777.1314

Abstract

The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports who attend gyms in Rasht city. Had the number of statistical samples was determined according to the number of questions in the questionnaire of 400 people. The field data collection method, the data collection tool, was the standard questionnaire of Algesheimer et al (2015) and Kim and Ko (2012), and a five-point Likert scale (from very little to very much) was used to answer the research community. The statistical population of the research of physics athletes in the city of Rasht is unlimited, and according to the number of questions in the questionnaire (36 questions) and according to the method of structural equations, ten statistical samples should be selected for each question, which the researcher, in order to ensure the number of 420 Questionnaires were randomly distributed in bodybuilding and fitness clubs among people who were considered physical athletes or were interested in physical sports in Rasht city, from which 400 questionnaires were collected and the data analysis method was based on modeling Structural equations were used. After the descriptive analysis of the variables in order to investigate the objectives of the research, the technique of factor structure analysis and path analysis was used, and by using PLS3 software, the path coefficients for the variables were examined and the model of the effect of marketing in social networks on the attraction of the audience of physics sports was presented. Became the results of the research showed that Instagram, Facebook, and YouTube have a significant effect on attracting audiences, and websites and Twitter (X) do not have an impact on attracting audiences. The advancement of technology and digital transformation in today's era, which led to the creation of mass communication platforms through virtual space, using this space for marketing and advertising as well as attracting new people to emerging sports is inevitable, as well. which Rosário & Dias (2023) stated that more than half of the world's people use the platform of virtual space; Therefore, sports practitioners and club managers should increase their efforts through marketing in virtual space to introduce and promote the newly established sport of physics as much as possible. This research by showing the strengths of the fact that the maximum use of Instagram, Facebook and YouTube software has been made clear that although advertising and marketing have been successful in this way, but due to the filters of these networks, those involved It is necessary to look for alternative platforms until it becomes impossible to use the mentioned platforms, and introduce and develop this sport in other ways, as well as the websites of the clubs and executive boards of this discipline. They should also become an attractive factor for the audience with a better design; therefore, it is suggested that instead of considering the disadvantages of these networks, their advantages and capabilities should be used in promoting sports goals (introduction and advertising) and providing information to all sections of the society without any restrictions.

Keywords

Main Subjects

References

Abdullaev, Zafar, & Anggraini, Dyah. (2023). the role of social media marketing in travel decesion. Galaxy International Interdisciplinary Research Journal, 11 (3): 139–146.
Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in sport. International Journal of Sport Communication, 6 (2), 120-142.
Ago, G., Bayu, B., Hierdawati, T., Gani, I. P., & Sucandrawati, N. L. K. A. S. (2023). Selection of marketing Strategies through online marketing platforms for MSMES. Jurnal Ekonomi, 12 (1), 874-878.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2015). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
Anbari, Shapour; Moghdisi, Mehrzad; Turkfar, Ahmed; Rahimizadeh, Ismail; Khademi, Yunus. (2017). the effect of eight weeks of public exercise on physical fitness and general health of male employees. Armaghane Danesh, 40 (1): 25-42. [Persian].
As' ad, H. A. R., & Alhadid, A. Y. (2014). The impact of social media marketing on brand equity: An empirical study on mobile service providers in Jordan. Review of Integrative Business and Economics Research, 3 (1), 315.
Asheghi, Behnam. (2017). towards physical fitness. Tehran: Nasl Roshan Publications. [Persian].
Azadi, R., Yousefi, B., & Eydi, H. (2015). The role of media and advertising, to promote brand equity in the sports apparel industry. Communication Management in Sport Media, 2(2), 66-75. [Persian].
Bruce, E., Keelson, S., Amoah, J., & Bankuoru Egala, S. (2023). Social media integration: An opportunity for SMEs sustainability. Cogent Business & Management, 10 (1), 2173859.
Buhler, A., & Nufer, G. (2009). Relationship marketing in sports. UK: Taylor and Francis
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
Fesanghari, J., Norouzi Seyed hossini, R., saffari, M., & Kozechian, H. (2023). Application of new technologies in the development of recreational sports: what are advance factors and Motivators? Sport Management and Development, 12(2), 30-31. 10.22124/jsmd.2023.6799. [Persian].
Firouzian, F., Bahrololoum, H., & Dehghanpouri, H. (2020). The effect of social media marketing on the value and repurchase intention of sports shop customers. Sports Marketing Studies, 1(2), 174-149. https://www.doi.org/10.34785/J021.2020.101. [Persian].
Ghanbari, Beta; Ghanbari, Solmaz. (2016), Social Network Marketing, Second International Conference on Management and Accounting, Tehran. [Persian].
Ghorbi, Seyyed Somia; Akbari Arah-Kamari, Mohammad; Ghasemi Namghi, Mohammad. (2022). investigating the effect of social network remarketing activities on repurchase intention and sustainable social connection (case study: Iranian Future Company in Mashhad). Marketing Management, 17(54): 111-129. [Persian].
Hassanzadeh, Mohammad. (2005). Sports marketing (first edition). Tehran: Porsman Publications
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E. & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6 (3), 961-972.
Hemtinezhad, MehrAli; Eskandaripour, Mojtabi; Asheghi, Behnam; Salehi Sejasi, Kazem. (2023). Researcher in sports science. Tehran: Bammad Ketab Publications. [Persian].
Henseler, J., Sarstedt, M. (2013). Goodness-of-Fit Indices for Partial Least Squares Path Modeling: Computational statistics, 28, 565-580.
Javani, V., mahmudi, M., & Badri Azarin, Y. (2022). Determining of social marketing effect on behavior of a sports event fans. Rasaneh, 33(3), 75-89. 10.22034/bmsp.2021.298106.1588 [Persian]
Karimi, A., Ghasemi, H., & bahrami, S. (2023). Designing advertising patterns through social media, in order to influence the desire of customers of sports products. Sports Marketing Studies, 4(2), 1-19. 10.22034/sms.2023.62528. [Persian].
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management decision.
Kian, Ellahe Shahrnaz. (2022). Investigating the impact of marketing in social networks on attracting the contacts of O-Sports. Master's thesis of North Strategy Institute of Higher Education. [Persian].
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65 (10), 1480-1486.
Kotler, Philip and Armstrong, Gary (2022), Principles of Marketing; Translated by Bahman Faruzandeh, place of publication: Isfahan, Amookhte Publishing House, 21st edition. [Persian].
Kotler, Phillip; Avdagig, Shakib. (1400). marketing conversations in Istanbul translated by: Hossein Ali Soltani, Ali Sadeghi. Tehran: Adiban Rooz Publishing House. [Persian].
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business research, 125, 815-826.
Moharamzadeh, Mehrdad. (2008). Sports marketing management. Urmia: Academic Jahad (second edition). [Persian].
Rosário, Albérico Travassos., Dias, Joana Carmo. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research 19 (1): 25-38.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
Shanahan, T., Tran, T.P. and Taylor, E.C. (2019),” Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality,” Journal of Retailing and Consumer Services, 47, pp 57-65.
Shilbury, D., Westerbeek, H., Quick, S., Funk, D., & Karg, A. (2020). Strategic sport marketing. Routledge.
Srivastava, G., & Bag, S. (2023). Modern-day marketing concepts based on face recognition and neuro-marketing: a review and future research directions. Benchmarking: An International Journal.
Tojari, Farshad; Mamjad, Alireza (1402). Statistics and mathematics in sports science. Tehran: Zarnevesht Publications. [Persian].
Zandi Mohib, Sahar. (2018). the effect of marketing activities on social media with the mediating role of satisfaction, trust, perceived value and social identity. The second national conference of modern economics, management and accounting studies in Iran, Tehran. [Persian].
Sports Marketing Studies
Volume 5, Issue 2
July 2024
Pages 53-68

Files

Share

How to cite

Statistics