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Validation of social media marketing scale in sport

Document Type : Research Paper

Authors

1 Ph.D. Student in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran.

2 . Assistant Professor, Department of Physical Education and Sport Sciences, Faculty of Faculty of Literature and Humanities, University of Qom, Qom, Iran

3 Associate Professor of Sport Management, of Physical Education and Sport Sciences, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

4 Associate Professor of Sport Management, Department of Physical Education and Sport Sciences, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

Abstract

The expend of social media has significantly changed marketing practices. Organizations are investing in technology to increase their presence on social media. Social media marketing, customer communication, collaboration, and interaction, and encourages their participation. The purpose of this study was to validation and Reliability of social media marketing scale in sports. This study was descriptive and correlational studies. The statistical population of the present study was the customers of sports and entertainment complexes in Hamadan. According to the minimum sample size criterion required for data collection in factor analysis, 260 customers were selected as a statistical sample. Questionnaires were randomly distributed among the samples. A researcher-made questionnaire was developed from the literature review of the research subject into five components: information, comfort, social interaction, well-being and entertainment. The face and content validity of the questionnaire was determined with the help of 10 sports marketing experts. Data were analyzed using exploratory factor analysis to identify components and confirmatory factor analysis to determine the validity of the structure. The results showed that the reliability of the components of the questionnaire was acceptable. Regarding the relationship between agents and social media marketing, the results showed that all factors could be a good explanation for the concept of social media marketing; The Ratio indicators 2/df=1.88, RMSEA=0.058, NNFI=.98, NFI=.97, CFI=0.99, IFI=0.99, RFI=0.99, GFI=.92 confirmed the suitability of the model. As a result, the internal and external validity of the social media marketing model was confirmed. With the approval of the tools mentioned in this study, future researchers can use the current tools to determine social media marketing in sports.

Keywords

References
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 استناد به این مقاله: کردلو، حسین، علی محمدی، حسین، نقی زاده باقی، عباس و عزیزیان کهن، نسرین. (1400). اعتباریابی پرسشنامة بازاریابی رسانه‌های اجتماعی در ورزش. فصلنامه اندازه‌گیری تربیتی، 12(45)، 39-62.
 doi: 10.22054/jem.2022.58460.2138
 Educational Measurement is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Quarterly of Educational Measurement
Volume 12, Issue 45
October 2021
Pages 39-63
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