The purpose of this study was to validate and standardize sport product advertising questionnaire using social media. The research method was a descriptive correlational one which, in terms of practical purpose, exploratory in nature, and field collection method. The statistical population of this study consisted of athletes from different fields of sport (N = 1600), out of whom 311 were selected as statistical sample using Morgan table. In order to collect data, a researcher-made questionnaire, consisting of 70 questions with a 5-point Likert scale (very low to very high), with structural and creative components of advertising, information and awareness, customer relationship, customer service, factors Environmental, individual factors, usage constraints, applied constraints, branding and accreditation, customer interaction, capacity building, socio-cultural and sociological development, marketing-economic development and purchasing and competitive advantage were used. Descriptive (mean and standard deviation) and inferential statistics (exploratory and confirmatory factor analysis) were used for data analysis using SPSS software version 25 and Amos version 24 software. The face validity and content validity of the questionnaire was confirmed by sport management professors, and the reliability of the questionnaire was reported based on Cronbach's alpha coefficient of 0.7. Based on the results of factor analysis, causal indices, contextual factors, confounding factors, strategies and outcomes were identified, and the model was well-fitted.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.