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The Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’s Involvement
Habibeh Ghate, Mahboub Sheikhalizadeh,
Volume 9, Issue 18 (12-2019)
Abstract
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) in software Lisrel 8.51 was used to analyze the data. The results showed that the electronic word of mouth advertising had a significant direct effect on the purchase intention (γ=0.22; p<0.05) and the consumer involvement (γ=0.70; p<0.01). The Findings prove the positive moderation role of involvement on the relationship between electronic word of mouth (e-WOM) advertising and purchase intention. According to results of model analysis the modified model had good fit (CFI=0.94; RMSEA=0.077; χ2/df=2.60). In conclusion, we can say that electronic word of mouth (e-WOM) advertising can have a great impact on the individual knowledge about products and consumer involvement in them, and it can thus affect consumers' purchase intention by provision of a large volume of information in a short time.

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship
Mohadese Naeimi, Merali Hematinejad, Noshin Benar, Fatemeh Saeedi,
Volume 100, Issue 100 (10-2020)
Abstract
The purpose of this study was investigating the impact of digital marketing on Competitiveness of Sports Businesses (sports clubs in Rasht) through competitive intelligence and entrepreneurship This research was descriptive-correlational in terms of type, applied purpose and field implementation method. The statistical population of the present study was all managers and coaches of sports clubs in Rasht. Statistical sample According to the method proposed by Barclay et al. (1995) to determine the minimum sample in structural equation modeling was used. To generalize the sample to the research community, 220 questionnaires were distributed among managers and coaches of sports clubs in Rasht and 196 questionnaires were analyzed. SPSS and SMART PlS have been used to analyze the data. Findings showed that digital marketing has a direct and significant effect on competitiveness, competitive intelligence and entrepreneurship. Also, competitive intelligence has a direct and significant effect on competitiveness and entrepreneurship. entrepreneurship has a direct and significant effect on competitiveness. According to the research findings, club managers can use the positive effects of digital marketing along with using the advantages of competitive intelligence and entrepreneurship to increase the competitiveness of their business in order to increase customers, increase profitability and productivity of the club.
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