THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE)

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Ahmadi Yaser; Montazeri Soheil; MOHAMMADI ASIEH

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES
Year:2016 | Issue:9

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Title

THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE)

Author(s)

Ahmadi Yaser | Montazeri Soheil | MOHAMMADI ASIEH | Issue Writer Certificate

Keywords

ONLINE MARKETING

WEBSITE

MAJID BRAND

Abstract

INTRODUCTION: THE INTERNET HAS BECOME A REMARKABLE MARKETING TOOL FOR MANY OF SPORT COMPANIES (1).WITH THE INCREASING ROLE OF THE INTERNET FOR BUSINESS MARKETING, SPORTS MARKETING AROUND THE WORLD AND AT ALL LEVELS OF THE SPORTS INDUSTRY USE THIS TECHNOLOGY IN THEIR MARKETING STRATEGIES (2). THE PURPOSE OF THIS STUDY WAS EVALUATION THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE).METHODOLOGY: METHOD OF THIS STUDY IS DESCRIPTIVE-CORRELATIONAL. THE STATISTICAL POPULATION OF THE STUDY CONSISTED OF ALL PHYSICAL EDUCATION FEMALE STUDENTS OF MASHHAD UNIVERSITIES, ACCORDING TO SAMPLE SIZE ESTIMATION COCHRAN POPULATION 234 SUBJECTS WERE SELECTED. A QUESTIONNAIRE WAS USED TO COLLECT THE DATA, ARE USED BY HYEJUNE PARK.RESULTS: THE RESULTS SHOW THAT THE PERCEIVED BENEFITS OF SPORTS BRANDS WEBSITE (INTELLIGENCE BENEFITS, SOCIAL BENEFITS, PLEASURE OF USE OF THE WEBSITE) PLAYS AN IMPORTANT ROLE IN THE RELATIONSHIP BETWEEN IN CONSUMER-BRAND RELATIONSHIP AND HAVE A POSITIVE IMPACT ON THE QUALITY OF THIS RELATIONSHIP. HOWEVER, THE FUNCTIONAL BENEFITS OF THE WEBSITE (ONLINE PAYMENTS, CUSTOMER LOYALTY) DOES NOT AFFECT THE QUALITY OF CONSUMER-BRAND RELATIONSHIP. ADDITIONALLY, IF THE WEB SITE OF SPORTS BRANDS AND THE QUALITY OF RELATIONSHIP BETWEEN THIS WEBSITES WITH CUSTOMER COUNT AS PREDICTIVE FACTORS FOR CUSTOMER LOYALTY TO THE BRAND, THESE TWO FACTORS HAVE NO POSITIVE IMPACT ON CUSTOMER LOYALTY TO THE BRAND AND ALSO HAVE A NEGATIVE EFFECT ON THE TIME OF PAYMENT IN ONLINE SHOPPING.DISCUSSION: THE RESULTS SHOW THAT SPORTS COMPANY FAILED TO PROPERLY USE THE WEBSITE AS A MEANS TO SELL THEIR PRODUCTS THAT REASON FOR THIS MAY BE DUE TO UNCERTAINTY CUSTOMERS TO PRODUCTS SHIPPING BY COMPANY AND FEAR OF LOSING CREDIT CARD INFORMATION AND OTHER FACTORS.

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APA: Copy

Ahmadi, Yaser, Montazeri, Soheil, & MOHAMMADI, ASIEH. (2016). THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE). INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. SID. https://sid.ir/paper/919378/en

Vancouver: Copy

Ahmadi Yaser, Montazeri Soheil, MOHAMMADI ASIEH. THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE). 2016. Available from: https://sid.ir/paper/919378/en

IEEE: Copy

Yaser Ahmadi, Soheil Montazeri, and ASIEH MOHAMMADI, “THE ROLE OF SOCIAL NETWORK WEBSITES IN CONSUMER-BRAND RELATIONSHIP (CASE STUDY: MAJID SPORT BRAND WEBSITE),” presented at the INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. 2016, [Online]. Available: https://sid.ir/paper/919378/en

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