The present study aimed to investigate the role of marketing based on social networks on brand image and willingness to buy sports products. The research method was a cause-and-effect relationship study. The statistical population of this study consisted of all customers of sports equipment stores in Qom in 2023, of which 120 people were selected as samples using a convenient and voluntary sampling method. To evaluate social media marketing, the Seo and Park questionnaire (2018) was used, to measure brand image, the Ismail and Spinelli brand image questionnaire (2012), and to measure purchase intention, the Hu et al. questionnaire (2010) was used. Data analysis was performed using structural equation testing to examine the effects and mediating role of the research at an error level of 0.05 using SPSS and PLS software. The results showed that social media marketing has a positive and significant effect on the willingness to purchase and brand image, and brand image has a positive and significant effect on the willingness to purchase of sports store customers. The model of the impact of social media marketing on customers' purchase intention for sports goods through brand image has sufficient fit, and 29% of the total effect of social media marketing on customers' purchase intention was indirectly explained through the mediating variable of brand image. Accordingly, it is suggested that managers and marketers of sports brands should encourage users to share their company's products, services, and brands on social networks by learning complete skills in new marketing methods on social networks.
Alimohammadi, H., Adabi Firouzjah, J., & Kheiri, M. (2024). The role of marketing based on social networks on brand image and willingness to buy sports products. Information technology and sports, 1(1), 178-193. doi: 10.22091/its.2025.12042.1007
MLA
Hossein Alimohammadi; Javad Adabi Firouzjah; Mohammad Kheiri. "The role of marketing based on social networks on brand image and willingness to buy sports products". Information technology and sports, 1, 1, 2024, 178-193. doi: 10.22091/its.2025.12042.1007
HARVARD
Alimohammadi, H., Adabi Firouzjah, J., Kheiri, M. (2024). 'The role of marketing based on social networks on brand image and willingness to buy sports products', Information technology and sports, 1(1), pp. 178-193. doi: 10.22091/its.2025.12042.1007
VANCOUVER
Alimohammadi, H., Adabi Firouzjah, J., Kheiri, M. The role of marketing based on social networks on brand image and willingness to buy sports products. Information technology and sports, 2024; 1(1): 178-193. doi: 10.22091/its.2025.12042.1007
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