Sport Management Studies

Impact of Social Media and the Price Image Presented on Them on the Intention of Customers to Buy Sportswear During the Corona Pandemic

Document Type : Research Paper

Authors

1 Assistant Professor in Sport Management, Department of Sports Sciences, Faculty of Education & Psychology, Shiraz University, Shiraz, Iran

2 Department of Sport Management, Sport Sciences Research Institute, Tehran, Iran

3 Assistant Professor, Department of Sport Sciences, Apadana Institute of Higher Education, Shiraz, Iran

4 Master in Sports Management, Shahid Chamran University of Ahvaz

Abstract
The purpose of this study was to investigate the effect of social media and the price image presented in them on the intention of customers to buy sportswear during the Corona pandemic. The research method was descriptive-correlational and in terms of purpose, it was an applied study.In addition, the statistical population included the users of sportwear. Eighty-five randomly selected individuals answered the standard four-question Price Image Questionnaire by Lambert et al., The 11-question Kim and Koo Social Media Questionnaire, and the four-item Alalwan Purchase Questionnaire. For translation validity, the forward-backward method was used. Formal and content validity was confirmed by fifteen professors in sports management. Further, the reliability of the questionnaire was estimated to be favorable. The results were analyzed using structural equation modeling using LISREL and SPSS softwares. The results showed that social media as well as price image have an effect on the intention of customers to buy sportswear during the Corona pandemic. Therefore, it is suggested that sportswear sellers increase the sales of their products by expanding their social media and also providing a reasonable and fair price image.

Keywords

Main Subjects

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Sport Management Studies
Volume 13, Issue 69
November and December 2021
Pages 247-267

  • Receive Date 29 December 2020
  • Revise Date 28 February 2021
  • Accept Date 17 April 2021

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