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Influences on the Endorsed Brand in Celebrity Athlete Social Media Interactions: The Moderating Role of Trustworthiness | ||
Sports Business Journal | ||
مقاله 5، دوره 4، شماره 3 - شماره پیاپی 11، آذر 2024، صفحه 99-114 اصل مقاله (702.15 K) | ||
نوع مقاله: Original Article | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2024.46355.1139 | ||
نویسندگان | ||
Morteza Mohammadi1؛ Syrous Jafari* 2؛ Zahra Hedayatnia3 | ||
1Assistant Professor, Department of Physical Education, Amin University of Police Sciences, Tehran, Iran. | ||
2Assistant Professor, Department of Sports Sciences, Faculty of Humanities, Payam Noor University, Tehran, Iran. | ||
3MSC in Sports Management, Faculty of Physical Education and Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran. | ||
چکیده | ||
Purpose: This study aimed to investigate the factors affecting the interaction with the endorsed brand of the celebrity athlete on social media (the moderating role of the Trustworthy celebrity athlete). Methodology: In terms of purpose, this study is practical, and in terms of data collection method, it is descriptive-correlative. The population included all sports product consumers on Instagram. A total of 370 individuals participated in the study. The study's measurement instrument was a questionnaire belonging to (Wei & Lu, 2013); (Hussain et al., 2020) and (Arai et al., 2013). Sports management professors reviewed the questionnaire to verify its face validity. The external model evaluation, including composite reliability, convergent validity, and divergent validity, proved the instrument's validity. Findings: The internal model evaluation indicated that the celebrity's athletic performance, attractiveness, and market lifestyle significantly affect consumers' interactions with celebrity athletes on social media. The "Trustworthy celebrity athlete" also held a positive moderating function associated with customer interactions with a celebrity athlete owning an endorsed brand on social media. In general, trusting a trustworthy celebrity athlete, as well as his recommendations and statements of truthfulness, can impact the audience's interaction with his brand to a great extent. Originality: The current study emphasizes the value of the off-field lifestyle as a valued asset and has significant implications for celebrity athletes and brand management. | ||
کلیدواژهها | ||
Brand-athlete Interaction؛ Endorsement؛ Social Media؛ Instagram | ||
عنوان مقاله [English] | ||
تأثیرات بر نام تجاری تأییدشده در تعاملات رسانههای اجتماعی ورزشکاران مشهور: نقش تعدیلکننده اعتماد | ||
نویسندگان [English] | ||
مرتضی محمدی1؛ سیروس جعفری2؛ زهرا هدایتنیا3 | ||
1استادیار، گروه تربیت بدنی، دانشگاه علوم انتظامی امین، تهران، ایران. | ||
2استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه پیام نور، تهران، ایران. | ||
3کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران. | ||
چکیده [English] | ||
هدف: این مطالعه با هدف بررسی عوامل مؤثر بر تعامل با برند صحهگذاری شدۀ فرد مشهور ورزشی در رسانههای اجتماعی (نقش تعدیلگر قابل اعتماد بودن فرد مشهور ورزشی) بود. روش: از نظر هدف کاربردی، از لحاظ شیوه گردآوری توصیفی- همبستگی بود. جامعه آماری را کلیه مصرفکنندگان ورزشی در رسانه اجتماعی اینستاگرام تشکیل دادند. در این راستا در مجموع 370 نفر در تحقیق مشارکت داشتند. ابزار اندازهگیری پرسشنامه وی و لو (2013)، حسین و همکاران (2020) و آرای و همکاران (2013) بود. جهت بررسی روایی صوری پرسشنامه توسط اساتید مدیریت ورزشی مورد بررسی قرار گرفت. ارزیابی مدل بیرونی (پایایی ترکیبی، روایی همگرا و روایی واگرا) حاکی از برقرار بودن پایایی ابزار داشت. یافتهها: ارزیابی مدل درونی حاکی از این بود که عملکرد ورزشی، جذابیت فرد مشهور و سبک زندگی بازاری فرد مشهور ورزشی تاثیر معنیداری در تعامل مصرفکنندگان با فرد مشهور ورزشی در رسانههای اجتماعی دارند. همچنین قابل اعتماد بودن نقش تعدیلگری مثبتی در رابطه بین تعامل مصرفکنندگان با فرد مشهور ورزشی در رسانههای اجتماعی با تعامل با برند صحهگذاری شده داشت. اصالت و ابتکار مقاله: مطالعه حاضر مفاهیم مهمی را برای مدیریت افراد مشهور ورزشی و مدیریت برند ارائه میدهد. با توجه به مدیریت برند افراد مشهور ورزشی، یافتههای تحقیق حاضر اهمیت سبک زندگی خارج از میدان را به عنوان یک دارایی ارزشمند برجسته میکند. | ||
کلیدواژهها [English] | ||
اینستاگرام, تعامل برند-ورزشکار, رسانههای اجتماعی, صحهگذاری | ||
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