The Impact of Social Media Capabilities on Attracting Customers to Sports Clubs Considering the Mediating Role of User Trust
Subject Areas :Hamid Reza Moein 1 , Ali Zakerian 2 *
1 - Master's student in sports management, Tolouemehr Qom University, Qom, Iran
2 - Assistant Professor of Physical Education Department, Tolouemehr Qom University, Qom, Iran
Keywords: Social Media Capabilities, Customer Attraction, Sports Clubs, User Trust,
Abstract :
The aim of this study is to determine the impact of social media capabilities on attracting customers to sports clubs, considering the mediating role of user trust. The statistical population of this study includes all active men and women in bodybuilding and martial arts sports clubs in Kashan city. The exact number of the statistical population was not determined. Due to the researcher's lack of access to the complete population, 384 individuals were randomly selected as a sample according to Morgan's table. The research instruments included the Customer Trust Questionnaire by Alsad et al. (2017), the Customer Attraction to Sports Clubs Questionnaire by Fallah et al. (2019), and the Social Media Capabilities Questionnaire by Dastgheib et al. (2019). Data analysis from this research was conducted using SPSS software version 24 and PLS software version 4, at both descriptive and inferential statistical levels. In the descriptive statistics section, characteristics such as frequency and percentage were used, while structural equation modeling was used in the inferential statistics section. The results of the study showed that the coefficient of the relationship between social media capabilities and customer attraction is 0.439, with a t-value of 9.172, which is greater than 1.96. Therefore, social media capabilities have an impact on attracting customers to sports clubs. The results also showed that the coefficient of the relationship between social media capabilities and customer trust is 0.255, with a t-value of 4.465, which is greater than 1.96. Therefore, social media capabilities have an impact on customer trust in sports clubs. Furthermore, customer trust acts as a mediating variable between social media capabilities and customer attraction to sports clubs.
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