The study of marketing of sports service brands on Instagram: study case of the Enghlab Sport Complex

The present study examines the impact of marketing of sports service brands on Instagram on brand equity and consumer response. The present research is an applied and descriptive-survey study. The statistical population of this study was the consumers of sports services of Enghelab Sport Complex, 200 of whom participated in this study. The data collection tool was a questionnaire that it’s content validity were examined through the opinions of 7 experts. Cross-sectional loads of the items, cross-sectional validity and average variance extracted were used to evaluate the construct validity. The reliability of the questionnaire was also assessed by using Cronbach's alpha and combination reliability indicators. Data analysis was performed using the structural equation modeling technique in the PLS software. The research findings showed that social media marketing has a significant and positive effect on consumer response and the brand equity. Accordingly, sports service brands can utilize social media marketing activities to influence brand equity and consumer response which lead to increase their market share and sales.