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رفتار مشتری و ارتقای برند در باشگاه‌های ورزشی حرفه‌ای: توسعه مدل بازاریابی شبکه‌های اجتماعی

نوع مقاله : پژوهشی اصیل

نویسندگان

1 دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.

2 استادیار، گروه تربیت بدنی، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، ایران.

3 دانشجوی دکترای مدیریت ورزشی در دانشگاه گیرفیث، استرالیا.

چکیده

هدف: این پژوهش با هدف ارائه مدل بازاریابی شبکه‌های اجتماعی در باشگاه فرهنگی ورزشی سپاهان مبتنی بر رفتار مشتری و ارتقای برند انجام شد.
روش‌: پژوهش حاضر توصیفی و به صورت پیمایشی انجام شد. جامعه آماری این تحقیق شامل کاربران و اعضای فعال باشگاه فرهنگی ورزشی سپاهان در شبکه‌های اجتماعی بودند که از بین آنها 384 نفر به روش نمونه‌گیری تصادفی انتخاب شدند. جمع آوری داده‌ها با استفاده از پرسشنامه استاندارد و تجزیه و تحلیل داده‌ها با استفاده از مدل سازی معادلات ساختاری و نرم افزار  Smart PLS و SPSS انجام شد.
یافته‌ها: یافته‌های پژوهش نشان داد پیشایندهای بازاریابی شبکه‌های اجتماعی شامل محرک‌های کسب‌وکار اجتماعی، تجربه برند و ارزش‌های درک‌شده از تبلیغات اینترنتی برند است که تأثیر مثبت و معناداری بر روابط تجاری مشتری و سلامت برند از طریق برند مشتری دارد. تعامل و نگرش برند همچنین این تحقیق نشان داد که تعامل و نگرش مشتری به برند منجر به ارتقای برند می‌شود. همچنین، تصمیم گیری درست برای باشگاه‌ها در مورد شبکه‌های اجتماعی بسیار مهم است.
اصالت و ابتکار مقاله: ما نشان دادیم شبکه‌های اجتماعی باعث ارسال پیام‌های گروهی به مخاطبین شده و نگرش مشتریان را نسبت به باشگاه و خدمات آن بهبود می‌بخشد، سطح آگاهی مشتریان را نسبت به باشگاه بالا برده و تصویر ذهنی از آن را بهبود می‌بخشد، وفاداری مشتریان و در نهایت ارزش مشتری افزایش می‌یابد.

کلیدواژه‌ها

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نشریه کسب و کار در ورزش
دوره 3، شماره 4 - شماره پیاپی 8
آبان 1402
صفحه 49-69
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هم رسانی
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