The role of Social Media Capabilities on the Purchase of Sports Services Customers: The Mediating Role of Trust

Objective: The purpose of this study was to investigate the effect of social media capabilities on the intention of customers to buy sports services with respect to the mediating role of trust.
Methodology: The research method was descriptive-correlational which was done using structural equation method. The statistical population of the study was all users of sports services of Palladium Club in Isfahan, which was randomly selected. The sampling method was simple that the sample size in this study was 313. The research tool was a researcher-made questionnaire based on a standard questionnaire whose validity and reliability were confirmed. Data analysis was performed at two levels of descriptive statistics (mean, standard deviation and percentage) and inferential statistics (path measurement and analysis model) using then software spss and LISREL.
Results: The results showed that social media capabilities can positively affect customers' intention to buy and increase their willingness to buy. The results also showed that trust can play a decisive role in using social media to buy.
Conclusion: According to the research results, it is suggested that sports club managers have a positive view on the use of various social media to provide services and create the necessary awareness and motivation to buy customers.

Keywords

References

Abdullah, A.R.,Rasdi, A.L.M. ,Hasan, H. (2020). Impact of social media influencer on instagram user purchase intention towards the fashion products: The perspectives of students. European Journal of Molecular and Clinical Medicine, 7(8), 2589-2598.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-2
Boating, H. (2014). "Customer knowledge management practices on a social media platform A case study of MTN Ghana and Vodafone Ghana". Information Development, 0266666914554723.
Chandra, E. Napitupulu, T.A. (2020). Factors affecting purchase intention on TIX.ID mobile app. Journal of Theoretical and Applied Information Technology 98 (22), 3518-3530.
Chen, C.-M., Zhang, K.-S. Li, H. (2021).Research on the Relationshipmouth,Trust and Purc aseIntention-TakeJingDong Shopping E-commerce Platform as an Example. Advances in Intelligent Systems and Computing, 1274, 100-104.
Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17(2), 237-249.
Eckler, P., and Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intention and Attitudes. Journal of Interactive Advertising, 11(2): 1‐11.
Eyni. F (2019). Investigating the relationship between social media marketing and the intention of customers to buy sportswear. Third National Conference on New Firouziyan. F., Bhrololum. H., Dehghanpouri. H. (2019). The effect of social media marketing on the value and repurchase intention of sports shop customers. Master Thesis, Faculty of Physical Education, Shahroud University. (In persion)
Joon soo lim.(2015). How social media participation leads to the loyalty of sports channels: The mediating role of social role and channel commitment. Industrial Marketing Management, 22(4), 1193-1202. Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Halim, E. Karami, R.H. (2020). Information systems, social media influencers and subjective norms impact to purchase intentions in e-commerce. 5th International Conference on Information Management and Technology, Bandung; Indonesia, 899-904
He, W., Zha, S., & Li, L. (2013). "Social media competitive analysis and text mining: A case study in the pizza industry". International Journal of Information management,33 (3), 464-472.
Jinho, C. Havin, L. (2017). An analysis of factor influencing sporting goods consumption through qualitative method: Focus on women’s sports participants. Advanced, 23 (3), 1682-1685) In Persian)
Kafashpour. A., Rahimniya. F., Fanaei. F. (2016). Investigating the effect of social media on customers' intention to buy. Third International Conference on Media Management, Islamshahr.https://civilica.com/doc/554350. (In persion)
Kaplan A.M., Haenlein M (2010). "Users of the world, unite! The challenges and of Social Media".Business Horizons 53: 59–68.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kwahk, K.Y. Park, D.H. (2016). The effects of network sharing on knowledge-sharing activities and job performance in enterprise social media environments. Computers in Human Behavior 55 826-839.
Lee, D. J., Sirgy, M. J., Brown, J. R., & Bird, M. M. (2004). Importers’ benevolence toward their foreign export suppliers. Journal of the Academy of Marketing Science, 32(1), 32–48
Madhoushi, M., Rezaei, S. (2014). Analysis of Effectiveness of Viral Marketing Using Empirical Research, Business Administration, 5(3): 125-144.
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries–a case of (UAE). Journal of Islamic Marketing. 10(3), 759-767
Peppler KA and Solomou M (2011) Building creativity: Collaborative learning and creativity in social media environments. On the Horizon 19(1): 13–23.
Qi, X.-L. (2020). the Influence of Social Media on Buy Decision-making of Young Chinese Consumers. 2020 International Symposium on Energy, Environmental Science and Engineering
Shafe’eian, R. (2014). Analysis Of The Impact Of Emotional Content And Credibility Of Viral Advertising Messages On Purchasing Behavior Of Consumers, Master’s Thesis, Economy And Social Science Faculty, University Of Shahid Chamran Ahvaz.
Thomas, S. and Kohli, S.C. (2011). Can Brand Image Move Upwards after Sideways? A Strategic Approach to Brand Placements. Business Horizons, 54 (1): 41-49.
Zarandi, S., Abedi jafari. A. (2009). Exploring the concept of trust in the city of electronics. Tehran e-Municipality International Conference, Tehran.
Zarif Sagheb, M. Ghasemi, B. Nourbakhsh, S.K. (2020). Factors affecting purchase intention of foreign food products: An empirical study in the Iranian. British Food Journal. 122 (5), 1485-1504
Zhang, Z. (2011). "Customer knowledge management and the strategies of social software". Business Process Management Journal, 17(1), 82-106.
Yoshida, M., & James, J. D. (2018). Customer satisfaction with game and service experience: Antecedents and consequences. Journal of Sport Management, 24, 338– 361
Zinko, R. Burgh-Woodman, H.D., Furner, Z.Z. ,Kim, S.J. (2021). Seeing is believing: The effects of images on trust and purchase intent in ewom for hedonic and utilitarian products. Journal of Organizational and End User Computing, 33, (2). 85-104..

Article View: 9
PDF Download: 19

Sport Management and Development

The role of Social Media Capabilities on the Purchase of Sports Services Customers: The Mediating Role of Trust

References

References

Volume 12, Issue 3 - Serial Number 35
September 2023
Pages 63-83

The role of Social Media Capabilities on the Purchase of Sports Services Customers: The Mediating Role of Trust

References

References

Volume 12, Issue 3 - Serial Number 35September 2023Pages 63-83

Volume 12, Issue 3 - Serial Number 35
September 2023
Pages 63-83