نقش اخلاق در بازاريابي اجتماعي بر ترغيب نخبگان ورزشي به خريد برندهاي داخلي

The Role of Ethics in Social Marketing on Persuading Sports Elites to Buy Domestic Brands

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺸﮑﻼﺗﯽ ﮐﻪ ﺑﺎزارﯾﺎﺑﺎن ورزﺷﯽ ﺑﺎ ﺑﺮﻧﺪﻫﺎيداﺧﻠﯽ روﺑﺮو ﻫﺴﺘﻨﺪ، ﺗﻮﺟﻪ ﺑﻪ اﺧﻼق در ﺑﺎزارﯾﺎﺑﯽاﺟﺘﻤﺎﻋﯽ در ﺟﻬﺖ ﺑﻬﺒﻮد وﺿﻌﯿﺖ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻣﯽ ﺗﻮاﻧﺪ ﻣﻮﺛﺮ ﺑﺎﺷﺪ. ازﯾﻦ رو ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﻧﻘﺶ اﺧﻼق در ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ ﺑﺮ ﺗﺮﻏﯿﺐ ﻧﺨﺒﮕــﺎن ورزﺷــﯽ ﺑــﻪ ﺑﺮﻧﺪﻫﺎيداﺧﻠﯽ ﺗﺪوﯾﻦ ﺷﺪه اﺳﺖ. روش :اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻮع ﺗﻮﺻﯿﻔﯽ-ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﻧﺨﺒﮕﺎن ورزﺷﯽ ﺑﻮدﻧﺪ ﮐﻪ ﺗﻌﺪاد 206ﻧﻔﺮ ﺑﺮ اﺳﺎس اﺻﻮل ﺗﻌﯿﯿﻦ ﺣﺠﻢ ﻧﻤﻮﻧﻪ و روش دﺳﺘﺮس ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ آﻣﺎري اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﺟﻬﺖ ﮔﺮدآوري داده ﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﮥ اﺧﻼق در ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ و ﺗﺼــﻤﯿﻢ ﺑﻪ ﺧﺮﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن اﺳﺘﻔﺎدهﮔﺮدﯾﺪ .ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ از آزﻣﻮن ﻫﻤﺒﺴــﺘﮕﯽ ﭘﯿﺮﺳــﻮن و ﺗﺤﻠﯿــﻞ ﻣﺴــﯿﺮ ﺑــﺎ ﻧــﺮم اﻓــﺰار spss و Amos اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ :ﻧﺘﺎﯾﺞ آزﻣﻮن ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن ﻧﺸﺎن دادﺑﯿﻦ اﺧﻼق در ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ و اﺑﻌﺎدش ﺑﺎ ﺗﺮﻏﯿﺐ ﻧﺨﺒﮕﺎن ورزﺷﯽ ﺑــﻪ ﺧﺮﯾــﺪ ﺑﺮﻧــﺪﻫﺎي داﺧﻠﯽ راﺑﻄﻪ ﻣﻌﻨﺎداري وﺟﻮد دارد.ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ﻧﯿﺰ ﻧﺸﺎن داد ﮐﻪ ﺗﻨﻬﺎ ﻣﺸﺘﺮي ﻣﺪاري و رﻋﺎﯾﺖ اﺻﻮل و ارزش ﻫﺎي اﺧﻼﻗﯽ در ﻓــﺮوش ﺑــﺮ ﺗﺮﻏﯿﺐ ﻧﺨﺒﮕﺎن ورزﺷﯽ ﺑﻪ ﺧﺮﯾﺪ ﺑﺮﻧﺪﻫﺎي داﺧﻠﯽ ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ ﻣﻌﻨﺎداري دارﻧﺪ ﮐﻪ ﻣﺸﺘﺮي ﻣﺪاري)0/858=β(ﻧﺴــﺒﺖ ﺑــﻪ رﻋﺎﯾــﺖ اﺻــﻮل و ارزش ﻫﺎي اﺧﻼﻗﯽ در ﻓﺮوش)0/345=β(ﺗﺄﺛﯿﺮ ﺑﯿﺸﺘﺮي ﺑﺮ ﺗﺮﻏﯿﺐ ﻧﺨﺒﮕﺎن ورزﺷﯽ ﺑﻪ ﺧﺮﯾﺪ ﺑﺮﻧﺪﻫﺎي داﺧﻠﯽ دارد. ﻧﺘﯿﺠﻪ ﮔﯿﺮي:ﺑﺮ اﺳﺎس ﻧﺘﺎﯾﺞ رﻋﺎﯾﺖ اﺻﻮل اﺧﻼﻗﯽ در ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ از ﺳﻮي ﻋﻮاﻣﻞ اﺟﺮاﯾﯽ ﮐﺴﺐ وﮐﺎرﻫﺎي ﺑﺮﻧﺪﻫﺎي ورزﺷﯽ ﻣﯽ ﺗﻮاﻧﺪ در ﺷﮑﻞ دﻫﯽ رﻓﺘﺎر و ﺗﺮﻏﯿﺐ ﺑﻪ ﺧﺮﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن و ﻧﺨﺒﮕﺎن ورزﺷﯽ ﺗﺎﺛﯿﺮ داﺷﺘﻪ ﺑﺎﺷﺪ.

Considering the problems that sports marketers face with internal brands, attention to ethics in social marketing can be effective in improving consumer buying status. Therefore, the present study aimed to investigate the role of ethics in social marketing in encouraging sports elites to internal brands. Method: This is a descriptive-correlational study. The statistical population consisted of all sport elites. 206 individuals were selected as the sample based on the principles of sample size determination and available method. Ethical questionnaire for social marketing and consumer buying ethics questionnaire was used for data collection. Data were analyzed using Pearson correlation test and path analysis with SPSS and Amos software. Results: The results of Pearson correlation test showed that there is a significant relationship between ethics in social marketing and its dimensions with the induction of sporting elites to buy in-house brands. Sport has a significant positive effect on buying in-house brands that customer orientation (β = 0.858) has a greater impact on persuading sporting elites to buy in-house brands than adhering to ethical principles and values in sales (β = 0.345). Conclusion: Based on the results of ethical principles in social marketing by executives of sports brand businesses can have an impact on shaping behavior and encouraging purchase of consumers and sport elites