Purpose: This research has been conducted to develop a social network marketing model for Sepahan Sports Club based on customer behavior and brand promotion. Methodology: The research was descriptive and conducted by a survey. The statistical population of this research includes the users and active members of the Sepahan sports club on social networks. Three hundred eighty-four people were selected by random sampling. Data collection was done using standard questionnaires, and data analysis was done using structural equation modeling using Smart PLS and SPSS software. Findings: We showed that the antecedents of social network marketing include social business drivers, brand experience, and perceived values ​​from branded web advertisements, which have a positive and significant effect on customer business relationships and brand health through customer brand engagement and brand attitude. Also, we showed that the customer's brand engagement and attitude lead to brand promotion. Making the right decision for clubs regarding social networks is very important. Originality: We showed that social networks cause the message to reach a group of contacts and improve the attitude of customers towards the club and its services, raise the level of awareness of the customers about the club and improve the mental image of, increase customer loyalty and finally the value of the customer.

The purpose of this study was to investigate the attitude towards advertising that promoted by sports’ endorsement in social media. The present study was correlation research. The statistical population was Iranian university students. A total of 236 questionnaires were collected using cluster-random sampling. In inferential statistics, Pearson correlation coefficient and multiple regression were used for data analysis. To assess the reliability of the questionnaire, Cronbach's Alpha was used (0.94%). The coefficient of determination (R2) shows the level of variance explanation and the changing of dependent variable by the sum of independent variables and the factors that related to sports endorsers explaining 20% of consumers’ attitude towards advertising. F = 15.02 indicates that four independent variables have high explanatory power and well-explained the extent of the variation of the dependent variable. In general, the results of this study showed that there is a significan...

Purpose: The current study investigates the effect of social media marketing programs on brand attitudes and consumers' purchase intention of sporting goods in the online retail industry. The case study of this research is Anik online shop. Methodology: A researcher-made questionnaire was designed in this research distributed to the research sample after verifying content validity and structure and its reliability. The statistical population in this research includes members of at least one of the Anik brand social media. Data collection was performed by selecting 559 people using a simple nonprobability sampling method. Structural equation modeling was used in the SPSS and LISREL software. Findings: Results showed that all six research hypotheses are acceptable at a 95% confidence level. The restudy results came showed that the social media marketing program has a significant impact on the retail industry of sports products by influencing consumers' attitudes toward the brand and their shopping tendencies. Originality: Few studies have been done on the social media sports retail industry. Thus, the research results showed us consumers' attitudes toward the brand and their purchasing plans on these platforms.

The inception of Social Networking Sites has brought a big transformation in the trend of online usage for webcontent, interpersonal communication, personal and brand promotion, and brand selection as well as buying of goods and services. Hence, there exists a massive web traffic and which provides a good platform for marketers to promote produces through Social Networking Sites. Marketing through Social Networking Sites has gained popularity as it directly approaches to its prospective and their conversion rate is also very high. The purpose of the present study is to investigate the probable factors influencing consumers’ purchase intention under Social Networking context. This study has twin objectives with six hypotheses to test the preoccupied assumptions. The study also suggests how to use Social Networking Sites as a powerful Marketing tool for business with an opt conclusion.

Social Media, today, is among the most effective opportunities available to a brand for connecting with prospective consumers. Social media marketing is the new mantra for several brands. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media marketing and the businesses that utilize it have become more sophisticated. One cannot afford to have no presence on the social channels if the competitor is making waves with its products and services. The explosion of social media phenomenon is as mind boggling as that and the pace at which it is growing is maddening. Keywords: Prospective, mantra, sophisticated, phenomenon, boggling, maddening.