The Effect of Perceived Elements of Social Media Marketing and Brand Knowledge on the Purchase Intention of Luxury Sports Brands: The Mediation of Gaining a Competitive Advantage

Purpose: This article investigates the effect of the perceived elements of social media marketing and brand knowledge on the intention to purchase luxury sports brands through the mediation of competitive advantage.Methodology: The present research is descriptive-correlational in terms of its applied aim and research method, which was conducted in the field. The statistical participants in the study included all customers of luxury sports goods who used social media pages to purchase them. Using Cochran's formula, a sample of ۳۸۶ participants was selected. The research instrumentation included Cheng et al.'s (۲۰۱۹) social media marketing factors questionnaires; Liu’s (۲۰۲۰) measures of logo knowledge and brand image; Hill and Jones's (۲۰۱۰) competitive advantage, and Park et al.'s (۲۰۰۸) purchase intention. Structural equation modeling (SEM) using SPSS and Smart PLS ۳.Findings: The study confirms a direct relationship between elements of social media marketing and purchase intention, mediated by competitive advantage. However, no significant relationship was found between brand knowledge and competitive advantage. Sportswear retailers should keep pace with global trends by offering both domestic and international luxury sports brands in their stores.Originality: This study models the impact of social media marketing elements, brand knowledge, and brand image on purchase intention for luxury sportswear, with competitive advantage serving as a mediating factor. Structural equation modeling (SEM) is used for analysis.

کلیدواژه ها:

Brand ، Competitive advantage ، Marketing ، Media ، Sports industry