Document Type : Research Paper
Authors
1 Ph.D. Student , Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 Assistant Professor of Sport Management Islamic Azad University Kermanshah Branch, Kermanshah, Iran
3 Assistant Professor of Sport Management Sport Science Research Institute, ,Tehran, Iran
Abstract
The purpose of this study was to validate and standardize sport product advertising questionnaire using social media. The research method was a descriptive correlational one which, in terms of practical purpose, exploratory in nature, and field collection method. The statistical population of this study consisted of athletes from different fields of sport (N = 1600), out of whom 311 were selected as statistical sample using Morgan table. In order to collect data, a researcher-made questionnaire, consisting of 70 questions with a 5-point Likert scale (very low to very high), with structural and creative components of advertising, information and awareness, customer relationship, customer service, factors Environmental, individual factors, usage constraints, applied constraints, branding and accreditation, customer interaction, capacity building, socio-cultural and sociological development, marketing-economic development and purchasing and competitive advantage were used. Descriptive (mean and standard deviation) and inferential statistics (exploratory and confirmatory factor analysis) were used for data analysis using SPSS software version 25 and Amos version 24 software. The face validity and content validity of the questionnaire was confirmed by sport management professors, and the reliability of the questionnaire was reported based on Cronbach's alpha coefficient of 0.7. Based on the results of factor analysis, causal indices, contextual factors, confounding factors, strategies and outcomes were identified, and the model was well-fitted.
Keywords
Main Subjects
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