The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods
- سال انتشار: 1400
- محل انتشار: مجله کسب و کار در ورزش، دوره: 1، شماره: 2
- کد COI اختصاصی: JR_SPBJ-1-2_005
- زبان مقاله: انگلیسی
- تعداد مشاهده: 353
نویسندگان
Associate Professor, Business Management Department, Faculty of Management, Kharazmi University, Tehran, Iran.
MSc. In BM, Faculty of Management, Kharazmi University, Tehran, Iran.
MSc. 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 ۵۵۹ 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 ۹۵% 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.کلیدواژه ها
Anik online shop, Promotional campaigns, purchase Intention, Relevant contentاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.