مدل اندازه‌گیری تعامل رسانه‌های شبکه‌ اجتماعی و کیفیت رابطه در لیگ برتر فوتبال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت، دانشکده علوم انسانی، واحد تهران جنوب ، دانشگاه آزاد اسلامی ،تهران، ایران.

2 استاد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.

3 استادیار مدیریت بازرگانی، دانشکده مدیریت، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.

4 استاد مدیریت ورزشی ، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

10.30473/arsm.2024.67586.3763

چکیده

هدف از این مقاله بررسی مجدد مدلی برای اندازه‌‌گیری تعامل طرفداران در رسانه‌‌های اجتماعی با تیم ورزشی مورد علاقه خود در کیفیت روابط، قصد خرید و قصد ارجاعی است. تحقیق حاضر، از حیث هدف، کاربردی است و، از نظر روش، توصیفی ـ تحلیلی است؛ و، همچنین، از جنبه گردآوری اطلاعات، کمی است. پس از توزیع پرسشنامه میان طرفداران حرفه‌‌ای ورزش و تکمیل توسط آنان از طریق شبکه‌‌های اجتماعی، داده‌‌ها با استفاده از مدل‌‌سازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت. حجم نمونه 259 نفر بود. نتایج حاکی از آن است که هرچه طرفدار با تیم مورد علاقه خود در رسانه‌‌های شبکه‌‌های اجتماعی تعامل بیشتری داشته باشد، کیفیت رابطه افزایش خواهد یافت. تأثیر معنی‌‌داری در قصد خرید و قصد ارجاعی وجود نداشت. علاوه بر این، تأثیر غیرمستقیم تعامل رسانه‌‌های اجتماعی بر قصد خرید و قصد ارجاع از طریق واسطه بازاریابی رابطه‌‌مند، مثبت و معنادار بود. بر اساس نتایج، به نظر می‌‌رسد می‌‌توان از بازاریابی رابطه‌‌مند به عنوان چارچوبی برای ارزیابی کارایی بازاریابی رسانه‌‌های اجتماعی در ورزش استفاده کرد. همان‌‌طورکه تئوری بازاریابی رابطه‌‌مند پیشنهاد کرده است، تعامل از طریق رسانه‌‌های اجتماعی روابط بین طرفداران و تیم‌‌ها را بهبود می‌‌بخشد.

کلیدواژه‌ها

موضوعات


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