Investigating the role of cultural-social factors on experiential marketing and the purchase intention of athletes

Document Type : Research Paper

Authors

1 sport science,literature, vali-asr,rafsanjan,iran

2 sport science, literature, vali-e-Asr. rafsanjan. iran

3 Master's student in sports marketing management, vali- e-Asr University, Rafsanjan, Iran.

10.30473/arsm.2024.68463.3783

Abstract

The purpose of this study was to investigate the role of social-cultural factors on experiential marketing and purchase intention of professional athletes in Kerman province. This study was a descriptive-correlative type that was administered as a field study. The population of this study included all professional athletes of Kerman Province (about 300), that among them 169 persons selected by cluster sampling method. After determining validity and reliability, in order to data gathering use of social cultural factors, experiential marketing and purchase intention questionnaires. The data analyzed by method Partial Least Square. Findings indicated that socio-cultural factors has a direct and significant impact on experiential marketing and purchase intention of professional athletes. According to the findings of this study, suggested to the organizations, companies, government institutions and even people involved in meeting the different needs of athletes should consider and implement programs in accordance with cultural and normative tastes to promote social-cultural capital and improve their social relations. .

Keywords

Main Subjects

Applied Research in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 25 July 2024

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History

  • Receive Date: 05 July 2023
  • Revise Date: 31 July 2023
  • Accept Date: 25 July 2024

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