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Nazari, Rasool, Moshkelgosha, Elham, Loghmani, Mohsen. (1402). Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model. جلوه هنر, 3(4), 49-69. doi: 10.22051/sbj.2023.44499.1113
Rasool Nazari; Elham Moshkelgosha; Mohsen Loghmani. "Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model". جلوه هنر, 3, 4, 1402, 49-69. doi: 10.22051/sbj.2023.44499.1113
Nazari, Rasool, Moshkelgosha, Elham, Loghmani, Mohsen. (1402). 'Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model', جلوه هنر, 3(4), pp. 49-69. doi: 10.22051/sbj.2023.44499.1113
Nazari, Rasool, Moshkelgosha, Elham, Loghmani, Mohsen. Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model. جلوه هنر, 1402; 3(4): 49-69. doi: 10.22051/sbj.2023.44499.1113

Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model

Sports Business Journal
مقاله 3، دوره 3، شماره 4 - شماره پیاپی 8، بهمن 2023، صفحه 49-69    اصل مقاله (1.48 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.44499.1113
نویسندگان
Rasool Nazari* 1؛ Elham Moshkelgosha2؛ Mohsen Loghmani3
1Associate Professor, Department of Sports Management, Faculty of Sports Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan Iran.
2Assistant Professor, Department of Physical Education, Mobarakeh branch, Islamic Azad University, Mobarakeh, Iran.
3PhD Student of Sports Management at Girfith University, Australia.
چکیده
Purpose: This research has been conducted to develop a social network marketing model for Sepahan Sports Club based on customer behavior and brand promotion.
Methodology: The research was descriptive and conducted by a survey. The statistical population of this research includes the users and active members of the Sepahan sports club on social networks. Three hundred eighty-four people were selected by random sampling. Data collection was done using standard questionnaires, and data analysis was done using structural equation modeling using Smart PLS and SPSS software.
Findings: We showed that the antecedents of social network marketing include social business drivers, brand experience, and perceived values ​​from branded web advertisements, which have a positive and significant effect on customer business relationships and brand health through customer brand engagement and brand attitude. Also, we showed that the customer's brand engagement and attitude lead to brand promotion. Making the right decision for clubs regarding social networks is very important.
Originality: We showed that social networks cause the message to reach a group of contacts and improve the attitude of customers towards the club and its services, raise the level of awareness of the customers about the club and improve the mental image of, increase customer loyalty and finally the value of the customer.
کلیدواژه‌ها
Brand Attitude؛ Customer Attitude؛ Customer Engagement؛ Professional Sports Club؛ Sports Industry
عنوان مقاله [English]
رفتار مشتری و ارتقای برند در باشگاه‌های ورزشی حرفه‌ای: توسعه مدل بازاریابی شبکه‌های اجتماعی
نویسندگان [English]
رسول نظری1؛ الهام مشکل‌گشا2؛ محسن لقمانی3
1دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
2استادیار، گروه تربیت بدنی، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، ایران.
3دانشجوی دکترای مدیریت ورزشی در دانشگاه گیرفیث، استرالیا.
چکیده [English]
هدف: این پژوهش با هدف ارائه مدل بازاریابی شبکه‌های اجتماعی در باشگاه فرهنگی ورزشی سپاهان مبتنی بر رفتار مشتری و ارتقای برند انجام شد.
روش‌: پژوهش حاضر توصیفی و به صورت پیمایشی انجام شد. جامعه آماری این تحقیق شامل کاربران و اعضای فعال باشگاه فرهنگی ورزشی سپاهان در شبکه‌های اجتماعی بودند که از بین آنها 384 نفر به روش نمونه‌گیری تصادفی انتخاب شدند. جمع آوری داده‌ها با استفاده از پرسشنامه استاندارد و تجزیه و تحلیل داده‌ها با استفاده از مدل سازی معادلات ساختاری و نرم افزار  Smart PLS و SPSS انجام شد.
یافته‌ها: یافته‌های پژوهش نشان داد پیشایندهای بازاریابی شبکه‌های اجتماعی شامل محرک‌های کسب‌وکار اجتماعی، تجربه برند و ارزش‌های درک‌شده از تبلیغات اینترنتی برند است که تأثیر مثبت و معناداری بر روابط تجاری مشتری و سلامت برند از طریق برند مشتری دارد. تعامل و نگرش برند همچنین این تحقیق نشان داد که تعامل و نگرش مشتری به برند منجر به ارتقای برند می‌شود. همچنین، تصمیم گیری درست برای باشگاه‌ها در مورد شبکه‌های اجتماعی بسیار مهم است.
اصالت و ابتکار مقاله: ما نشان دادیم شبکه‌های اجتماعی باعث ارسال پیام‌های گروهی به مخاطبین شده و نگرش مشتریان را نسبت به باشگاه و خدمات آن بهبود می‌بخشد، سطح آگاهی مشتریان را نسبت به باشگاه بالا برده و تصویر ذهنی از آن را بهبود می‌بخشد، وفاداری مشتریان و در نهایت ارزش مشتری افزایش می‌یابد.
کلیدواژه‌ها [English]
باشگاه ورزشی حرفه‌ای, صنعت ورزش, درگیری مشتری, نگرش به برند, نگرش مشتری
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