The Impact of Marketing Acts in Facebook on Satisfaction of Sports Products Customers

Today, the traditional marketing approach can no longer meet the needs of the Internet age, especially in the field of sports. On the other hand, Organizations and companies run their businesses with marketing activities and Internet and social networks are the most important tools that marketers use to reach their goals. Therefore, the purpose of this study is to investigate the impact of marketing acts in Facebook as one of the most popular social networks on customer satisfaction of sports products.This study is applied in terms of purpose and is descriptive in terms of data collection which was done by survey method. 81 people from the statistical population voluntarily completed the researcher-made questionnaire. Confirmatory factor analysis and structural equations were used to evaluate and test the hypotheses. The Findings showed that Facebook social network had not a significant impact on marketing of sports products and the research model had not a good fit and Marketing through Facebook’s social network had not a good effect on customer satisfaction. According to the current data, the expectation of marketing sports product and customer satisfaction through the Facebook network is not met. Therefore, it is suggested that marketers, in order to achieve their goals, either adapt their marketing strategies and actions to the needs and desires of Facebook users, which according to researches is further entertainment, fun and friendship, or eliminate the use of this social network from their marketing process.