THE EFFECT OF ADVERTISING ON SOCIAL NETWORKS ON THE MARKETING OF SPORTS SERVICES - CASE STUDY: SOCIAL TELEGRAM USERS
Abstract
Today, the number of social networks in which communications are made is increasing rapidly, and most teenagers and adults, as part of everyday life, use the benefits of knowing others and introducing themselves to others from social networks such as Facebook, MySpace, LinkedIn, YouTube, Weblogs and Wikiquote. The purpose of this study was to investigate the effect of advertising on social networks on the marketing of sports services. Methodologically, this descriptive study was of correlational type and its statistical community was formed by active users in social sports networks. The statistical sample was available (from users who were active social sports networks). In this research, social networking was measured using the scale of Soleimani-Bashli and Talibi (2010) and marketing mix of sport services using Yaghoobi et al. (2011) scale. To test the research hypotheses, structural equation modeling was used. The results of the research showed that advertising in social networks has a positive and significant effect on marketing of sports services. As a result, the greater the amount of advertising on social networks, the more likely it is that customer satisfaction, attracting new customers, and increasing investment in sports services will increase. Therefore, it is necessary to pay more attention to the aspect of advertising in these networks and to be taken into consideration in strategic strategies of sports providers.
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DOI: http://dx.doi.org/10.46827/ejsss.v0i0.139
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