نقش بازاريابي رسانه هاي اجتماعي در رابطه علّي عشق به برند و بازاريابي ويروسي در مشتريان برندهاي منتخب پوشاك ورزشي

The role of social media marketing in relationship of brand love and viral marketing in the customers of selected sportswear brands

هدف از اجراي اين تحقيق، بررسي نقش بازاريابي رسانه هاي اجتماعي در رابطه علّي عشق به برند و بازاريابي ويروسي در مشتريان برندهاي منتخب پوشاك ورزشي است. اين تحقيق از نظر هدف كاربردي، و از نظر ماهيت از نوع همبستگي است كه به روش ميداني انجام شد.جامعه آماري تحقيق، كليه ي مشتريان نمايندگي هاي 4 برند ورزشي عضو صفحه ي اينستاگرام آن برند بوده اند. حجم نمونه 384 نفر برآورد شد كه به روش نمونه برداري احتمالي چند مرحله اي انتخاب گرديد. در بخش آمار استنباطي از آزمون كولموگروف-اسميرنوف، ضريب همبستگي پيرسون و آزمون مدلسازي معادلات ساختاري به‌ منظور آزمون فرضيات استفاده شد. سطح معني داري براي تمامي تجزيه و تحليل ها 0/05

The aim of this study is to identify The role of social media marketing in relationship of brand love and viral marketing in the customers of selected sportswear brands This research is applied in terms of purpose and in terms of descriptive-survey nature, it is a correlation type. The statistical society of the study was the All customers represent the sports brands who were members of the Instagram page of that brand. The sample size was estimated using the Morgan Table 384 people 400. questionnaires were distributed in a sample of the statistical population. Samplingmethod was a multi-stage probabilistic sampling method. The research method was library and field studies. In the descriptive statistics section, frequency tables and charts were analyzed to analyze demographic data. The inferential statistics of Kolmogorov-Smirnov test, Pearson correlation coefficient and structural equation modeling were used to test the hypotheses. The significance level for all analyzes was considered as P <0.05. The results showed that there is a significant Brand Love affects the marketing of social media and viral marketing. Therefore, people who are interested in the brand can be encouraged to social networks and their viral activity.