نوع مقاله : مقاله پژوهشی Released under (CC BY-NC 4.0) license I Open Access I
نویسندگان
1 استاد مدیریت ورزشی، گروه تربیت بدنی، دانشگاه کردستان، سنندج، ایران
2 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی، دانشگاه کردستان، سنندج، ایران
3 کارشناس ارشد مدیریت ورزشی، گروه تربیت بدنی، دانشگاه کردستان، سنندج، ایران.
چکیده
هدف: هدف پژوهش حاضر اثر شخصی‌سازی رسانه اجتماعی بر وفاداری با نقش میانجی ارزش درک شده و دلبستگی به برند در بین هواداران باشگاه پرسپولیس می‌باشد.
روش‌شناسی: روش تحقیق، توصیفی-همبستگی از نظر زمانی، مقطعی و از نظر جمع آوری داده، کمی، از لحاظ مورد مطالعه، نمونه از جامعه بود. جامعه آماری این پژوهش شامل کلیه هواداران تیم پرسپولیس بود. جهت برآورد حجم نمونه از نرم‌افزار اس‌پی‌اس‌اس سمپل‌پاور بهره گرفته شد، در نهایت 348 نمونه گرداوری شد. ابزار اندازه‌گیری: پرسشنامه شخصی‌سازی رسانه از سرینی‌واسان و همکاران (2002)، وفاداری به برند و ارزش درک‌شده از یو و دانته (2001) و دلبستگی به برند توماسون و همکاران (2005) استفده شد.
یافته‌ها: یافته‌ها نشان داد که شخصی‌سازی رسانه‌های اجتماعی بر وفاداری به برند، ارزش درک شده و دلبستگی به برند اثر معناداری داشت (p<0.05)، دلبستگی به برند بر وفاداری به برند اثرمعناداری داشت(p<0.05)،. ارزش درک شده بر وفاداری به برند اثرگذار بود(p<0.05)،. در نهایت اثر غیر مستقیم شخصی‌سازی رسانه‌های اجتماعی بر وفاداری به برند با نقش میانجی ارزش درک‌شده و دلبستگی به برند مورد تایید قرار گرفت(p<0.05).
نتیجه‌گیری: شخصی‌سازی رسانه باید بخشی از یک استراتژی بازاریابی و تبلیغات موفق باشگاه-های ورزشی باشد که بر این اساس شخصی‌سازی رسانه نتایج مثبتی در وفاداری، ارزش درک شده و دلبستگی به برند را دارد. بنابراین شخصی‌سازی به باشگاه‌ها اجازه می‌دهد تا تعامل خود را با کاربران تنظیم کنند تا کالایی خاص را که کاربر در آن تحقیق کرده است، برجسته کنند و همچنین باعث افزایش آگاهی از برند، وفاداری مشتری، رضایت مشتری و حفظ مشتری می شود.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Social Media Personalization on Brand Loyalty: The Mediating Role of Perceived Value and Brand Attachment among Football Fans
نویسندگان [English]
- Saeed Sadeghi Boroujerdi 1
- Hossein mansouri 2
- salar fatehi 3
1 Professor of Sport Management, Department of Physical Education, University of Kurdistan, Sanandaj, Iran.
2 Ph.D. of Sport Management, Department of Physical Education, University of Kurdistan, Sanandaj, Iran
3 M.A. of Sport Management, Department of Physical Education, University of Kurdistan, Sanandaj, Iran.
چکیده [English]
Objective: The purpose of this study is the effect of social media personalization on loyalty with the mediating role of perceived value and brand attachment among fans of Persepolis Football Club
Methodology: The research method was descriptive-correlation in terms of time, cross-sectional and in terms of data collection, quantitatively, in terms of the study, was a sample of the population. The statistical population of this study included all fans of Persepolis team. Sample Power software was used to estimate the sample size, and finally 348 were collected. Measurement tools: Media personalization questionnaire was used by Serini Vasan et al. (2002), brand loyalty and perceived value by Yu and Dante (2001) and brand attachment to Thomason et al. (2005).
Results: Findings showed that personalization of social media had a significant effect on brand loyalty, perceived value and brand attachment (p <0.05), brand attachment had a significant effect on brand loyalty (p <0.05). Perceived value affected brand loyalty (p <0.05). Finally, the indirect effect of social media personalization on brand loyalty with the mediating role of perceived value and brand attachment was confirmed (p <0.05).
Conclusion: Media personalization should be part of a successful marketing and advertising strategy of sports clubs, based on which media personalization has positive results in loyalty, perceived value and brand attachment. Thus, personalization allows clubs to adjust their interaction with users to highlight the specific product in which the user has researched, and also increase brand awareness, customer loyalty, customer satisfaction and customer retention.
کلیدواژه‌ها [English]
- Information technology
- personal advertising
- brand attachment
- social media
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