The effect of social network marketing activities on customer satisfaction with the mediating role of the perceived value of sports store customers in Tabriz
Subject Areas : Innovation in Sports Management
masumeh raisy
1
,
sajed pourhassan
2
1 - Master's degree, Department of Physical Education and Sports Sciences, Faculty of Humanities, Islamic Azad University, Ahar, Iran.
2 - Assistant Professor, Department of Sports Management, Islamic Azad University, Ahar, Iran.
Keywords:
Abstract :
Objective: The general purpose of this research is to determine the effect of social media marketing activities on customer satisfaction with the mediating role of the perceived value of customers of sports stores in Tabriz. Methodology: This research is applied in terms of purpose and descriptive and correlational in terms of nature and method. The statistical population of this research includes the customers of sports stores in Tabriz who are on social networks and 384 people were selected to determine the volume due to the unlimited population. The data collection tool in this research includes 3 questionnaires. the validity and reliability of the tool was confirmed.Results: The collected data were analyzed at two levels (descriptive statistics and inferential statistics). Research hypotheses were tested using SPSS and smart pls software. The obtained results indicate that social media marketing and the mediating variable of perceived value have a positive effect on customer satisfaction, and perceived value has a positive and significant effect on customer satisfaction.Conclusion: Based on the obtained model and the good and confirmed connections between the components of the model and the capacities mentioned in the model, it can be said that the development and spread of social networks has caused a change in communication and its quality, and today only business is allowed to survive. He finds that he can adjust and implement his marketing strategies according to the communication style of the modern world.
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