Leila Sadrnia; Mohsen Bagherian Farahabadi; S.Salaheddin Naghshbandi
Abstract
The aim of this study was to identify the role of social media marketing in casual relationship of brand love and viral marketing among the customers of selected sportswear brands. This research was applied in terms of purpose and descriptive-survey in terms of nature, it is a correlation type. The ...
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The aim of this study was to identify the role of social media marketing in casual relationship of brand love and viral marketing among the customers of selected sportswear brands. This research was applied in terms of purpose and descriptive-survey in terms of nature, it is a correlation type. The statistical population of the study were all the customers of four different sports brands dealers who were members of their Instagram page of that brand. The sample size was estimated using the Morgan Table 384 people. For inferential statistics section Kolmogorov-Smirnov test, Pearson correlation coefficient and structural equation modeling test were used.The significance level for all analyzes was considered as P Therefore, people who are interested in the brand can be encouraged to social networks and viral activity. Accordingly, sports brands can boost viral behavior by increasing rate of participation of their customers because creating challenging content and poll posts that can boost viral behavior.
