The Impact of Social Media on marketing sport product

This study aims to investigate the effect of sharing sports products in cyberspace on consumer purchasing control. This research has been done in a quantitative way and with field collection. The research population of this study includes all physical education students of Ahvaz universities (N = 1998). The research sample is selected based on the category and its amount is selected based on the research sampling method of structural equation model (n = 474). The research tool is a standard questionnaire that has been localized by the professors of the Department of Physical Education and the Department of Marketing. In addition to content validity, convergent validity was calculated and its value was acceptable. And the combined reliability was calculated and all factor load coefficients are acceptable (0.4). The analysis of the models in this research is based on the structural equation modeling method with the partial least squares approach (PLS-SEM) in two main stages: “Study of model fit” and then “Testing research hypotheses”. Finally, the final research model is based on UCINET6 software, which is dedicated to modeling social networks. The results show that product sharing in social networks affects the intention to buy, brand value, participation and behavioral aspects of the audience. Also type of sport products influences purchase intention and technical and social factors influence on purchase intention in amateur and amateur environments