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Norouzi, Hossein, Darvish, Fatemeh, Mesbahi, Mohammad. (1400). The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods. جلوه هنر, 1(2), 75-94. doi: 10.22051/sbj.2022.38024.1017
Hossein Norouzi; Fatemeh Darvish; Mohammad Mesbahi. "The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods". جلوه هنر, 1, 2, 1400, 75-94. doi: 10.22051/sbj.2022.38024.1017
Norouzi, Hossein, Darvish, Fatemeh, Mesbahi, Mohammad. (1400). 'The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods', جلوه هنر, 1(2), pp. 75-94. doi: 10.22051/sbj.2022.38024.1017
Norouzi, Hossein, Darvish, Fatemeh, Mesbahi, Mohammad. The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods. جلوه هنر, 1400; 1(2): 75-94. doi: 10.22051/sbj.2022.38024.1017

The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods

Sports Business Journal
مقاله 6، دوره 1، شماره 2، مهر 2021، صفحه 75-94    اصل مقاله (894.16 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.38024.1017
نویسندگان
Hossein Norouzi* 1؛ Fatemeh Darvish2؛ Mohammad Mesbahi3
1Associate Professor, Business Management Department, Faculty of Management, Kharazmi University, Tehran, Iran.
2MSc. In BM, Faculty of Management, Kharazmi University, Tehran, Iran.
3MSc. In MBA, Faculty of Management, Kharazmi University, Tehran, Iran.
چکیده
Purpose: The current study investigates the effect of social media marketing programs on brand attitudes and consumers' purchase intention of sporting goods in the online retail industry. The case study of this research is Anik online shop.
Methodology: A researcher-made questionnaire was designed in this research distributed to the research sample after verifying content validity and structure and its reliability. The statistical population in this research includes members of at least one of the Anik brand social media. Data collection was performed by selecting 559 people using a simple nonprobability sampling method. Structural equation modelling was used in the SPSS and LISREL software.
Findings: Results showed that all six research hypotheses are acceptable at a 95% confidence level. The study results showed that the social media marketing program has a significant impact on the retail industry of sports products by influencing consumers' attitudes toward the brand and their shopping tendencies.
Originality: Few studies have been done on the social media sports retail industry. Thus, the research results showed us consumers' attitudes toward the brand and their purchasing plans on these platforms.
کلیدواژه‌ها
Anik Online Shop؛ Promotional Campaigns؛ Purchase Intention؛ Relevant Content
عنوان مقاله [English]
تاثیر برنامه های بازاریابی رسانه های اجتماعی بر خرید کالاهای ورزشی در صنعت خرده فروشی آنلاین
نویسندگان [English]
حسین نوروزی1؛ فاطمه درویش2؛ محمد مصباحی3
1دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.
2دانش آموخته کارشناسی ارشد، مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران.
3دانش آموخته کارشناسی ارشد، مدیریت کسب و کار، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران.
چکیده [English]
هدف: مطالعه حاضر، با ارائه یک مدل پیشنهادی، به دنبال بررسی تأثیر برنامه‌های بازاریابی رسانه‌های اجتماعی بر نگرش برند و قصد خرید مصرف‌کنندگان از کالاهای ورزشی در صنعت خرده‌فروشی آنلاین انجام شد. در این مطالعه موردی لوازم ورزشی فروشگاه اینترنتی آنیک مورد مطالعه قرار گرفت.
روش: پرسشنامه محقق ساخته‌ای طراحی و پس از تائید روایی محتوا و ساختار و پایایی آن، در بین نمونه پژوهش توزیع شد. جامعه آماری در این تحقیق شامل افرادی بودند که حداقل در یکی از شبکه‌های اجتماعی برند آنیک عضویت داشتند. جمع‌آوری داده‌ها با انتخاب 559 نفر از جامعه به روش نمونه‌گیری غیراحتمالی در دسترس انجام شد. برای آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری و برای محاسبات از نرم‌افزارهای SPSS و LISREL استفاده شد.
یافته‌ها: نتایج نشان داد هر 6 فرضیه تحقیق در سطح اطمینان 95 درصد قابل قبول هستند. به عبارت دیگر، نتایج مطالعه نشان داد برنامه‌های بازاریابی رسانه‌های اجتماعی با تأثیرگذاری بر نگرش مصرف‌کنندگان نسبت به برند و تمایلات خرید آن‌ها، تأثیر بسزایی بر صنعت خرده‌فروشی محصولات ورزشی دارد.
اصالت و ابتکار مقاله: مطالعات کمی در مورد نقش رسانه‌های اجتماعی در صنعت خرده فروشی ورزش انجام شده است. بنابراین، نتایج تحقیق نگرش مصرف‌کنندگان را نسبت به برند و برنامه‌های خرید آن‌ها در این پلتفرم‌ها نشان داد.
کلیدواژه‌ها [English]
فروشگاه آنلاین آنیک, قصد خرید, کمپین‌های تبلیغاتی, محتوای مرتبط
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