نوع مقاله : مطالعه موردی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.
2 استادیار گروه مدیریت دولتی، دانشگاه پیام نور تهران، ایران.
چکیده
هدف: رسانه‌های اجتماعی بر نیاز افراد به تعاملات بین فردی تأثیر گذاشته است. پژوهش حاضر با هدف شناسایی و اولویت‌بندی عوامل موثر بر توسعه تبلیغات از طریق رسانه‌های اجتماعی و به منظور تاثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی انجام شد.
روش: روش پژوهش آمیخته (در بخش کیفی روش دلفی و در بخش کمی توصیفی- تحلیلی) بود. جامعه آماری بخش کیفی شامل کلیه متخصصان مدیریت رسانه‌ها و بازاریابان ورزشی و در بخش کمی ورزشکاران رشته‌های مختلف ورزشی (1600 =N) بودند. نمونه‌گیری نیز به صورت هدفمند و در دسترس انجام شد. ابزار پژوهش، مصاحبه نیمه ساختار یافته و پرسشنامة محقق ساخته بود. جهت تجزیه و تحلیل داده‌ها از کدگذاری سیستماتیک و تحلیل عاملی تأییدی با نرم‌افزار SPSS نسخه 24 و Amos نسخه 25 استفاده شده است.
یافته‌ها: چنانچه بازاریابان بخواهند که ذهنیت افراد را تغییر دهند، پیام‌های تبلیغاتی باید بسیار صریح و روشن مزایای محصول را شرح دهد و ویژگی‌های فردی مشتریان را مورد بررسی قرار دهد. این سبب می‌گردد مصرف کنندگان باورهای خود را تغییر دهند. بر اساس نتایج عوامل موثر بر توسعه تبلیغات از طریق رسانه‌های اجتماعی به‌منظور بررسی تاثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی به ترتیب اولویت شامل عوامل فردی، برندسازی و اعتباربخشی، عوامل ساختاری است.
اصالت و ابتکار مقاله: در این مقاله به بررسی مدل‌سازی توسعه تبلیغات از طریق رسانه‌های اجتماعی، به منظور تأثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی با استفاده از مدل‌سازی معادلات ساختاری پرداخته شد.
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