Validation of social media marketing scale in sport

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Kordloo Hossein; Alimohammadi Hossein; Naghizadeh Baghi Abbas; Azizian Kohan Nasrin

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ISSN: 2588-4824

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Paper Information

Journal: Educational Measurement Year:2021 | Volume: | Issue: Page(s): 39-63

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Title

Validation of social media marketing scale in sport

Author(s)

Kordloo Hossein | Alimohammadi Hossein | Naghizadeh Baghi Abbas | Azizian Kohan Nasrin | Issue Writer Certificate

Keywords

validity and reliabilityQ4

ToolsQ4

Social MediaQ4

SportsQ4

Abstract

The expend of Social Media has significantly changed marketing practices. Organizations are investing in technology to increase their presence on Social Media. Social Media marketing, customer communication, collaboration, and interaction, and encourages their participation. The purpose of this study was to validation and Reliability of Social Media marketing scale in Sports. This study was descriptive and correlational studies. The statistical population of the present study was the customers of Sports and entertainment complexes in Hamadan. According to the minimum sample size criterion required for data collection in factor analysis, 260 customers were selected as a statistical sample. Questionnaires were randomly distributed among the samples. A researcher-made questionnaire was developed from the literature review of the research subject into five components: information, comfort, social interaction, well-being and entertainment. The face and content validity of the questionnaire was determined with the help of 10 Sports marketing experts. Data were analyzed using exploratory factor analysis to identify components and confirmatory factor analysis to determine the validity of the structure. The results showed that the reliability of the components of the questionnaire was acceptable. Regarding the relationship between agents and Social Media marketing, the results showed that all factors could be a good explanation for the concept of Social Media marketing; The Ratio indicators 2/df=1.88, RMSEA=0.058, NNFI=.98, NFI=.97, CFI=0.99, IFI=0.99, RFI=0.99, GFI=.92 confirmed the suitability of the model. As a result, the internal and external validity of the Social Media marketing model was confirmed. With the approval of the Tools mentioned in this study, future researchers can use the current Tools to determine Social Media marketing in Sports.

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