The effect of social media marketing on the value and repurchase intention of sports shop customers

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Firouzian Fereshte; BAHROLOLOUM HASSAN; Dehghanpouri Houriyhe

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Paper Information

Journal: SPORT MARKETING STUDIES Year:2020 | Volume:1 | Issue:2 Page(s): 149-174

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Information Journal Paper

Title

The effect of social media marketing on the value and repurchase intention of sports shop customers

Author(s)

Firouzian Fereshte | BAHROLOLOUM HASSAN | Dehghanpouri Houriyhe | Issue Writer Certificate

Keywords

Customer Value

Marketing

social media

repurchase intent

Abstract

This research is applied based on purpose and correlation in nature and has been done by survey method. The statistical population of the study was the customers of sports stores in Semnan province. The statistical sample size was 251 people and was available. Data collection tools were social media Marketing questionnaires Mehrabi & et al, (2014), customer equity Hamidizade & et al, (2015) and repurchase intention Dorwasola, (2004) and Rajetgera, (2011). The face and content validity of the questionnaire was confirmed by experts. The reliability of the questionnaires was estimated to be 0. 89, 0. 84 and 0. 84 using Cronbach's alpha test, respectively. The results showed that social media Marketing activities have a positive and significant effect on customer equity and repurchase intention; Customer equity has a positive and significant effect on purchase intention and social media Marketing activities indirectly have a positive and significant effect on repurchase intention through customer equity. Therefore, it can be said that social networks provide an opportunity to promote the store and the products of the stores.

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APA: Copy

Firouzian, Fereshte, BAHROLOLOUM, HASSAN, & Dehghanpouri, Houriyhe. (2020). The effect of social media marketing on the value and repurchase intention of sports shop customers. SPORT MARKETING STUDIES, 1(2 ), 149-174. SID. https://sid.ir/paper/382433/en

Vancouver: Copy

Firouzian Fereshte, BAHROLOLOUM HASSAN, Dehghanpouri Houriyhe. The effect of social media marketing on the value and repurchase intention of sports shop customers. SPORT MARKETING STUDIES[Internet]. 2020;1(2 ):149-174. Available from: https://sid.ir/paper/382433/en

IEEE: Copy

Fereshte Firouzian, HASSAN BAHROLOLOUM, and Houriyhe Dehghanpouri, “The effect of social media marketing on the value and repurchase intention of sports shop customers,” SPORT MARKETING STUDIES, vol. 1, no. 2 , pp. 149–174, 2020, [Online]. Available: https://sid.ir/paper/382433/en

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