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The Impact of Social Media on Marketing Sport Product
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Mehdi Abasian1   , Seyed Hosein Marashian2 , Sedighe Heydarinejad3 , Amin Khatibi4 |
1- Phd Student Of Sport Management, Faculty Of Sport Sciences, Shahid Chamran University Of Ahvaz, Ahvaz, Iran.
2- Assistant Professor, Faculty Of Sport Sciences, Shahid Chamran University Of Ahvaz, Ahvaz, Iran. , Hmarashiann@gmail.com
3- Professor, Faculty Of Sport Sciences, Shahid Chamran University Of Ahvaz, Ahvaz, Iran.
4- Assistant Professor, Faculty Of Sport Sciences, Shahid Chamran University Of Ahvaz, Ahvaz, Iran. |
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Abstract: (2538 Views) |
| The research population of this study included all physical education students of Ahvaz universities (N = 1998). The research sample was selected based on the category and its amount was selected based on the research sampling method of structural equation model (n = 474). The research tool was a standard questionnaire that has been localized by the professors of the Department of Physical Education and the Department of Marketing. In addition to content validity, convergent validity was calculated and its value was acceptable. And the combined reliability was calculated and all factor load coefficients were acceptable (0/4). The analysis of the models in this research was based on the structural equation modeling method with the partial least squares approach (PLS-SEM) in two main stages: “Study of model fit” and then “Testing research hypotheses”. Finally, the final research model was based on UCINET6 software, which was dedicated to modeling social networks. The results showed that product sharing in social networks affects the intention to buy, brand value, participation and behavioral aspects of the audience. Also the type of sport products influences purchase intention and technical and social factors influence on purchase intention in amateur and professional environments. |
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| Keywords: Consumer, Marketing, social media, Sports products. |
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Full-Text [PDF 540 kb]
(2332 Downloads)
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Type of Study: Research |
Subject:
Special
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