Document Type : Research Paper
Authors
University of Qom
Abstract
Growing interest in social media marketing in the sports industry, especially among sports entertainment complexes, has led to this research to identify the characteristics of social media marketing activities, and check out the relationship between the theory of the Use & Satisfaction, purchase intention and loyalty through a structural equation model. To collect data, a questionnaire was distributed online and physically among the 393 customers of sports amusement complexes of Hamedan. In terms of purpose, this research is an applied one and in terms of gathering its data, this research includes a descriptive-survey method. The instrument of the present study was a questionnaire. In this research, descriptive statistics methods including central tendencies and dispersion indices and inferential statistics methods including Pearson correlation, structural equations were used at the alpha level of 0/05. Spss.20 and Amos.18 software was used for data analysis and Amos software was used for structural equation modeling. The results indicate that there are significant relationships between "use and gratification components" and satisfaction. Also, significant relationships between satisfaction of purchase intention and loyalty and also purchasing intention and customer loyalty were reported respectively. and purchasing intention and customer loyalty has a significant relationship too. It seems that the approach of use and gratification can be used effectively in measuring customer satisfaction as well as the intention to purchase and loyalty of sports centers.
Keywords
- Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
- Arian, M., Mansoori, F., Kordnaeichm , A. (2018). Brand Satisfaction and Repurchase Intention: The Role of Lifestyle and Hedonic Valve, Organizational Resources Management Researchs, 8(1): 1-21. (In Persian)
- Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
- Dashti, M., Sanayei, S. (2018). Effective Factors on Social Shopping Intention in Social Commerce, Journal of business management, 10(1): 97-120. (In Persian)
- Dedeoglu, B. B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954.
- De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. SAGE Publications Limited.
- C, A. (2016). Social media – a strategy in developing customer relationship management, Procedia Economics and Finance, 39, 785-790.
- Eskandaripour, E., Akbaritabar, AA. (2013). Scientific Study of Radio & TV Webpages in Social Websites, communication research, 20(76): 113-141. (In Persian)
- Fakhari, M. Sheyda, M., hemati, M. (2015). Investigate the role of social media-based marketing activities on purchasing decisions by creating brand equity, First National Conference on Marketing Research, Tehran. (In Persian)
- Feyzi, Z., Ghafariashtiani, P. (2018). Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’s relationship (Novin leather’s customers through social network of Instagram), Journal of marketing management, 13(41): 1-20. (In Persian)
- Gautam, V., Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872-888.
- T., Jurgelane, I. (2017). Social media impact on business evaluation, Procedia Computer Science, vol. 104: 190-196.
- Honarmand, R. (2019). Investigating the effect of online shopping experience on the satisfaction and intention of online shopping of Digi Kala customers, Quarterly Journal of New Research Approaches in Management and Accounting, 3(14): 89-103. (In Persian)
- Hosseini, E., Kalate, M. (2017). The Effect of Social Media Marketing on Brand Loyalty, Journal of sport management, 9(1): 174-169. (In Persian)
- Iacobucci, D., Hoeffler, S. (2016). Leveraging social networks to develop radically new products. Journal of Product Innovation Management, 33(2), 217–223.
- Inoue, T., Matsuoka, H., Arai, H. (2016). The Relationship between Perceived Social Media Marketing Activities of J. League Clubs and Behavioral Intention of Spectators. Asian Sports Management Review, (11), 3-20.
- Irfan, A., Rasli, A., Sami, A., Liaquat, H. (2017). Role of social media in promoting education tourism. Advanced Science Letters, 23(9), 8728–8731.
- Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., Qureshi, M. I. (2019). The Influence of Social Media on Public Value: A Systematic Review of Past Decade. Journal of Public Value and Administration Insights, 2(1), 1–6.
- Islam, J. U., Rahman, Z., Hollebeek, L. D. (2018). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 28(1), 23–45.
- Jafarpoor, M. (2012). Conceptualization and study of variables affecting the acceptance of virtual social networks The role of non-governmental organizations in them, Basij strategic studies, 14(52): 109-148. (In Persian)
- Jibril. A, B., Kwarteng. M, A., Chovancova, M., Pilik. M. (2019). The impact of social media on consumer-brandloyalty: A mediating role of online based-brand community, Cogent Business & Management, 6(1): 1-19.
- Johnen, M., Schnittka, O. (2019). When pushing back is good: The effectiveness of brand responses to social media complaints. Journal of the Academy of Marketing Science, 1–21.
- Kim, A.J., Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Industrial Marketing Management, 40(3), 424-438. Journal of Business Research, 65, 1480–1486.
- Kuenzel, S., Halliday, S. V., (2010), "The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification". Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176.
- Lindsey, J. (2012). Using Social Media to Increase Consumer Loyalty to a Brand. Master of Science thesis, California Polytechnic State University, San Luis Obispo,: 27-32.
- Lin, T. C., Fang, D., Hsueh, S. Y., & Lai, M. C. (2020). Drivers of participation in Facebook long-term care groups: applying the use and gratification theory, social identification theory, and the modulating role of group diversity. Health informatics journal, 26(1), 513-527.
- Louis, D., Lombart, C. (2010), "Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)". Journal of Product & Brand Management, 19(2), 114-130.
- Madan, S. K., & Kapoor, P. S. (2021). Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory. International Journal of Online Marketing (IJOM), 11(2), 32-51.
- Manzoor, U., Baig, S.A., Hashim, M., Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research: 3(2): 41 – 48.
- Mi, L., Xu, T., Sun, Y., Zhao, J., Lv, T., Gan, X., ... & Qiao, L. (2021). Playing Ant Forest to promote online green behavior: A new perspective on uses and gratifications. Journal of Environmental Management, 278, 111544.
- Mittal, V., and Kamakura, W.A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating themoderating effect of customer characteristics. Journal of Marketing Research,38(1),131-143.
- Mohammad K.R., tondnevis, F., khabiri, M. (2010). Investigating the price element of mixed sports marketing elements in the Iranian Professional Football League and comparing the current situation with the South Korean and Japanese leagues, Bi-Quarterly Journal of Motor Science and Sports, 6(12): 121-132. (In Persian)
- Mohammadi, S., nooraei, T., sharifiyan, E. (2015). Presentation of Structural equations model factors affecting Development of Purchasing Sport goods via Internet, Applied research in sport management, 4(4): 43-54. (In Persian).
- Nguyen, B. Mutum, D.S. (2012). A review of customer relationship management: successes, advances, pitfalls and futures, Business Process Management Journal, Vol. 18(3), PP. 400-419.
- Norbakhsh, Y., Molaei, M.M., Talebian, H. (2013). Iranian students’ Uses and Gratifications of Television, Satellite and Internet, sociological review, 20(1): 223-247. (In Persian)
- Oliaei, O., Aminiyan, M. (2016). The role of social media marketing in brand loyalty, accounting & management conference, Tehran. (In Persian)
- Pits, B.G Stotlar, D.K. (2002). Fundamentals Of Sport marketing. Morgantown, Fitness information Technology. P: 10.
- Pongpaew, W. (2020). The Use and Gratification of Social Media on Purchase Intention via Customer Brand Engagement of Gen X and Millennials. Executive Journal, 40(2), 34-50.
- Shirkhodai, M., shahi, M., nejat, S., mahmudi N.S. (2018). The Effect of Social Media on Trust and Brand Loyalty Formation in the Brand Community (Case Study: The Social Network of Instagram), new marketing research journal, 7(3): 107-124. (In Persian)
- Soltani, M., Aryanfar, A., Naserzadeh, M.R., Fathi, M.R. (2017). Identifying and ranking factors influencing sports equipment purchase intention through social media, A logarithmic fuzzy preference programming approach)case study:Instagram users), contemporary studies on sport management, 6(12): 87-98.
- Tafesse, W., Wien, A. (2018). Implementing social media marketing strategically: An empirical Journal of Marketing Management, 34:732–749.
- Wang, Y., Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179–189.
)