Document Type : Research Paper
Authors
1 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 PhD Student in management group, Faculty of humanities science, Islamic Azad university, Branch of south of tehran, Tehran, Iran.
3 Department of Management, Faculty of Humanities Science, Islamic Azad University, Tehran, Iran.
4 Department of Sport Management, Tarbiat Modares University
Abstract
When relationship marketing is used as a framework for the use of social media, it should also be used to guide the evaluation of the use of these media. The purpose of this article is to re-examine a model for measuring the interaction of fans through social media with their favorite sports team in the quality of relationships, purchase intention and referral intention. The current research is applied in terms of its purpose, and in terms of method, it is descriptive and analytical. It is also limited in terms of information gathering. After distributing the questionnaire among professional sports fans and completing it through social networks, the data was analyzed using structural equation modeling. The sample size was 259 people. The results indicate that the more the fan interacts with his favorite team on social media, the quality of the relationship will increase. There was no significant effect on purchase intention and referral intention. In addition, the indirect effect of social media interaction on purchase intention and referral intention through relational marketing was positive and significant. Based on the results, it seems that relationship marketing can be used as a framework to evaluate the effectiveness of social media marketing in sports, and as suggested by relationship marketing theory, interaction It improves the relationship between fans and teams through social media. Researchers can continue to investigate this model by adding other variables to gain a more complete understanding of the effectiveness of social media marketing.
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