The Role of Social Media Marketing in Causal Relationship of Brand Love and Viral Marketing among Customers of Selected Sportswear Brands

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Sadrnia L.; Baqerian Farahabadi M.; Naghshbandi S.S.

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Journal: APPLIED RESEARCH OF SPORT MANAGEMENT Year:2019 | Volume:8 | Issue:1 (29) Page(s): 85-94

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Title

The Role of Social Media Marketing in Causal Relationship of Brand Love and Viral Marketing among Customers of Selected Sportswear Brands

Author(s)

Sadrnia L. | Baqerian Farahabadi M. | Naghshbandi S.S. | Issue Writer Certificate

Keywords

Brand LoveQ1

Social Media MarketingQ1

Viral MarketingQ1

Viral ActivityQ1

Abstract

The aim of this study was to identify the role of Social Media Marketing in casual relationship of Brand Love and Viral Marketing among the customers of selected sportswear brands. This research was applied in terms of purpose and descriptive-survey in terms of nature, it is a correlation type. The statistical population of the study were all the customers of four different sports brands dealers who were members of their Instagram page of that brand. The sample size was estimated using the Morgan Table 384 people. For inferential statistics section Kolmogorov-Smirnov test, Pearson correlation coefficient and structural equation modeling test were used. The significance level for all analyzes was considered as P <0. 05. The results showed that Brand Love affects the marketing of social media and Viral Marketing(t=9. 20, P≤ 0. 01) and could predict Viral Marketing. According to beta coefficient results, for one standard deviation increase in Brand Love factors, Viral Marketing will increse 0. 43. Moreover Brand Love could predict Social Media Marketing (t=4. 47, P≤ 0. 01). Therefore, people who are interested in the brand can be encouraged to social networks and Viral Activity. Accordingly, sports brands can boost viral behavior by increasing rate of participation of their customers because creating challenging content and poll posts that can boost viral behavior.

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APA: Copy

Sadrnia, L., Baqerian Farahabadi, M., & Naghshbandi, S.S.. (2019). The Role of Social Media Marketing in Causal Relationship of Brand Love and Viral Marketing among Customers of Selected Sportswear Brands. APPLIED RESEARCH OF SPORT MANAGEMENT, 8(1 (29) ), 85-94. SID. https://sid.ir/paper/243402/en

Vancouver: Copy

Sadrnia L., Baqerian Farahabadi M., Naghshbandi S.S.. The Role of Social Media Marketing in Causal Relationship of Brand Love and Viral Marketing among Customers of Selected Sportswear Brands. APPLIED RESEARCH OF SPORT MANAGEMENT[Internet]. 2019;8(1 (29) ):85-94. Available from: https://sid.ir/paper/243402/en

IEEE: Copy

L. Sadrnia, M. Baqerian Farahabadi, and S.S. Naghshbandi, “The Role of Social Media Marketing in Causal Relationship of Brand Love and Viral Marketing among Customers of Selected Sportswear Brands,” APPLIED RESEARCH OF SPORT MANAGEMENT, vol. 8, no. 1 (29) , pp. 85–94, 2019, [Online]. Available: https://sid.ir/paper/243402/en

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