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اثر بازاریابی رسانههای اجتماعی بر پاسخ مصرف کننده محصولات ورزشی با میانجیگری ارزش ویژه برند | ||
مدیریت ارتباطات در رسانه های ورزشی | ||
مقاله 6، دوره 7، شماره 2 - شماره پیاپی 26، دی 1398، صفحه 83-94 اصل مقاله (1.11 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.30473/jsm.2019.46002.1322 | ||
نویسندگان | ||
سید محمد باقر جعفری* 1؛ کریم گل محمدی2؛ فاطمه جاویدی* 3؛ محمد سمیعی4 | ||
1استادیار پردیس فارابی دانشگاه تهران | ||
2کارشناسی ارشد مدیریت بازرگانی دانشگاه علامه طباطبائی | ||
3کارشناسی ارشد مدیریت بازرگانی دانشگاه حضرت معصومه(س) | ||
4کارشناسی ارشد مدیریت بازرگانی دانشگاه خوارزمی | ||
چکیده | ||
امروزه اهمیت بهکارگیری رسانههای اجتماعی و بازاریابی شکل گرفته در بستر آن بیش از پیش برای سازمانها افزایش یافته است؛ به طوریکه سازمانهای تولیدکننده محصولات ورزشی نیز از آن مستثنی نیستند. با این وجود خلا بررسی نقش ارزش ویژه برند در زمینه بازاریابی محصولات ورزشی از طریق رسانه های اجتماعی به وضوح دیده میشود و همچنین ضرورت پژوهش در این زمینه است. هدف از این پژوهش بررسی اثر بازاریابی رسانه های اجتماعی بر پاسخ مصرفکننده کالاهای ورزشی با میانجیگری ارزش ویژه برند است. جامعه آماری این پژوهش متشکل از دانشجویان تربیت بدنی دانشگاه خوارزمی است که از تلگرام استفاده می کنند. برای انتخاب نمونه از نمونه گیری در دسترس استفاده و برای محاسبه نمونه، با توجه به جامعه آماری که 400 نفر تخمین زده شد؛ طبق جدول کرجسی و مورگان 195 نفر تعیین گردید. تجزیه و تحلیل دادهها با استفاده از تکنیک مدلسازی معادله ساختاری (SEM) و با استفاده از نرمافزار Smart PLS انجام گرفت. یافته ها نشان داد که تلاشهای بازاریابی رسانههای اجتماعی بر ارزش ویژه برند و پاسخ مصرفکننده اثرگذار است و همچنین ارزش ویژه برند بر پاسخ مصرفکننده تأثیر گذاشته و ارزش ویژه برند نیز اثر تلاشهای بازاریابی رسانههای اجتماعی بر پاسخ مصرفکننده را تعدیل میکند. | ||
کلیدواژهها | ||
بازاریابی رسانه های اجتماعی؛ ارزش ویژه برند؛ رضایت مشتری؛ مصرف کننده محصولات ورزشی | ||
عنوان مقاله [English] | ||
The Effect of Social Media Marketing Efforts on the Sport Products Consumer Response by Mediating Brand Equity | ||
نویسندگان [English] | ||
Seyed Mohammadbagher Jafari1؛ karim Golmohammadi2؛ Fatemeh Javidi3؛ Mohammad Samie4 | ||
1Associate Professor, College of Farabi, University of Tehran | ||
2M.A. of Business Management, Allameh Tabataba’I University | ||
3M.A.of Business Management, Hazrat-e Ma’soumeh University | ||
4M.A.of Business Management, Kharazmi University | ||
چکیده [English] | ||
Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research in this field. The purpose of this study was to investigate the effect of social media marketing efforts on the sport products consumer response by moderating brand equity. The statistical population of this research is Kharazmi University students who use the telegram. Given that the statistical population was estimated to be 400 people, the Krejcie and Morgan table were used to obtain the sample size, which is based on the sample of 195 individuals. Structural Equation Modeling (SEM) and Smart PLS software were used to analyze the data and the effect of variables was investigated. The findings showed that social media marketing efforts affect brand equity and consumer responses, as well as brand equity has affected consumer responses, and brand equity is also moderating the effect of social media marketing efforts on consumer responses. | ||
کلیدواژهها [English] | ||
Social Media Marketing, Brand Equity, Customer Satisfaction, Consumer Response Response | ||
مراجع | ||
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