پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 34 |
| تعداد شمارهها | 442 |
| تعداد مقالات | 4,197 |
| تعداد مشاهده مقاله | 6,161,124 |
| تعداد دریافت فایل اصل مقاله | 6,142,246 |
Interpretive structural modeling of the influential influence of social media on sports tourist behavior | ||
| مطالعات بازاریابی ورزشی | ||
| دوره 7، شماره 2 - شماره پیاپی 26، تیر 1405، صفحه 1-24 اصل مقاله (1.01 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/sms.2025.142640.1436 | ||
| نویسندگان | ||
| Zahra Vakili Ghahani1؛ Mahvash Noorbakhsh* 2؛ Abbas Khodayari2؛ Parivash Noorbakhsh2 | ||
| 1PhD student, Department of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran | ||
| 2Professor, Department of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran | ||
| چکیده | ||
| Objective: Social media influencers play a key role in shaping the behavior of sports tourists and influencing their travel decisions by producing persuasive content. The aim of this study was to construct an interpretive structural modeling of influence of social media influencers on sports tourist behavior. Method: This research was applied in terms of purpose and mixed (qualitative-quantitative) in terms of methodology. In the qualitative part, content analysis was used, and in the quantitative part, interpretive structural modeling was used. The participants in the qualitative part included sports tourists and followers of social media influencers in the field of sports, who were selected using a purposive sampling method and a snowball strategy. Based on theoretical saturation, 15 semi-structured interviews were conducted. In the quantitative section, participants included faculty members, managers of tourism companies, members of sports tourism committees, and startup activists, of whom 10 were purposefully selected. Semi-structured interviews were used in the qualitative section and a 12×12 square matrix in the quantitative section to collect data. The assessment of validity and reliability in the qualitative section was carried out with strategies such as believability, transferability, confirmability, and process audit study, and in the quantitative section, face validity and Cohen's kappa index were used. Findings: Qualitative findings led to the extraction of 57 sub-themes within 12 main themes (audience behavioral expectations, travel-related job behavioral expectations, conveying a favorable destination image to the audience, arousal, audience behavioral tendencies, audience relationship, pervasive cyberspace, audience decision-making assistance, information quality, content quality, influencer influence, and influencer characteristics). Quantitative findings showed that the hierarchical model consists of five levels; “audience behavioral tendencies” is at the highest level, and “pervasive cyberspace” and “influencer characteristics” are at the lowest level. Other factors played a mediating role. Results: The results of the MiqMaq analysis showed that all factors are in an integrated and correlated structure and none can act independently. The findings of this study indicate that the impact of social media influencers on sports tourist behavior can be explained within the framework of a multilevel model, in which interactions between independent, mediating, and dependent factors play a key role. | ||
| کلیدواژهها | ||
| Influencers؛ Social Media؛ Sports Tourism؛ Followers؛ Interpretive Structural Model | ||
| مراجع | ||
|
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T Akbari, M., Hosseinzadeh, A., and Mehdipour, S. (2023). Characteristics of Social Media Influencers and Purchase Intention: Explaining the Role of Trust and Image Satisfaction (Case Study: Women's Clothing Industry). Business Studies, 21(119), 27-44 DOI:10.22034/BS.2022.557692.2596 [Persian]. Alidoost Qahfarkhi, I,. Dastgardi, M,. Ranjbar, rare. Khosrow Menesh, R. (2023). Strategic analysis of active sports tourism development in Iran. Scientific Quarterly Journal of Sports Marketing Studies, 2(1), 73-90 https://doi.org/10.22034/sms.2025.142305.1416 [Persian]. Alizadeh, Lachin., and Nasiri, Mohammad. (2022). Meta-analysis of studies on the role of media and cyberspace in the development of Iranian sports tourism. Strategic Studies on Sports and Youth, 21(55), 97-112. https://doi.org/10.22034/ssys.2022.500 [Persian]. Attri, R., Dev, N., & Sharma, V. (2013). Interpretive structural modelling (ISM) approach: an overview. Research journal of management sciences, 2319(2), 1171. https://www.isca.in/IJMS/Archive/v2/i2/2.ISCA-RJMS-2012-054.php Bakker, D. (2018). Conceptualising influencer marketing. Journal of emerging trends in marketing and management, 1(1), 79-87. https://www.etimm.ase.ro/RePEc/aes/jetimm/2018/ETIMM_V01_2018_57.pdf Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067 Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003 Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752 Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009 Faghir Ganji, M., Keshkar, S., Honari, H., & Shahlaei, J. (2021). Qualitative pattern of virtual reality application in sports marketing. Sports Marketing Studies, 2(4), 1-34 https://origin-ir.magiran.com/p2393433. [In Persian]. Ghorbanpoor, R., & Azimzadeh, S. M. (2022). Determining The Relationship Between Brand Experience And Brand Loyalty And The Moderating Role of Demographic Variables (Case Study: Customers of Mashhad Water Parks Complex). Sports Marketing Studies, 3(4), 156-139 https://doi.org/10.22034/sms.2022.62497. [In Persian]. Hernández-Méndez, J., & Baute-Díaz, N. (2024). Influencer marketing in the promotion of tourist destinations: mega, macro and micro-influencers. Current Issues in Tourism, 27(8), 1332-1342. https://doi.org/10.1080/13683500.2023.2214354 Höjerström, F., & Jonsson, T. (2024). From Likes to Laps: Unraveling the Impact of Influencer Marketing in Sportswear Fashion on the Consumer Behavior: A qualitative study of how brands use influencers to affect consumers. Degree Project, Department of Business Administration, UMEA University. https://www.diva-portal.org/smash/get/diva2:1873019/FULLTEXT01.pdf Hussain, T., Wang, D., & Li, B. (2024). Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation. Acta Psychologica, 242, 104113. https://doi.org/10.1016/j.actpsy.2023.104113 Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106 Kılıç, İ., Seçilmiş, C., & Özdemir, C. (2024). The role of travel influencers in volunteer tourism: an application of the cognitive response theory. Current Issues in Tourism, 27(2), 200-216. https://doi.org/10.1080/13683500.2023.2174087 Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343–356. https://doi.org/10.1037/0003-066X.36.4.343 Landis, J. R., & Koch, G. G. (1977). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159-174. https://doi.org/10.2307/2529310 Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4 Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501 Mandal, A., & Deshmukh, S. G. (1994). Vendor selection using interpretive structural modelling (ISM). International journal of operations & production management, 14(6), 52-59. ttps://doi.org/10.1108/01443579410062086 Manthiou, A., Ulrich, I., & Kuppelwieser, V. (2024). The travel influencer construct: An empirical exploration and validation. Tourism Management, 101, 104858. https://doi.org/10.1016/j.tourman.2023.104858 Ministry of Communications and Information Technology. (2024). Internet penetration rate in Iran. Providing statistics and reports on the country's communications and information technology (ICT). https://www.ict.gov.ir [Persian]. Mohamadi Turkmani, E. , Mohammadi Torkamani, H. and jabraeile, A. (2021). Ecological-Humanitical Feasibility of Sports-Ecotourism Development in Desert Areas (Case Study: Qom Province). Sports Marketing Studies, 2(1), 100-130. doi: https://www.doi.org/10.34785/J021.2021.409[Persian]. Movahednia, F., Nasiri Abukhaili, S., and Kazemi, R. (2024). Investigating the characteristics of individuals influencing purchase intention in social media influencer marketing with the mediating roles of personalities and brand attitude. Journal of Accounting and Management Perspectives, 7(88), 133-160. https://www.jamv.ir/article_196608.html [Persian]. Omeish, F., Sharabati, A., Abuhashesh, M., Al-Haddad, S., Nasereddin, A., Alghizzawi, M., & Badran, O. (2024). The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity. International Journal of Data and Network Science, 8(3), 1701-1714 DOI:10.5267/j.ijdns.2024.2.017. Petty, R. E., Priester, J. R., & Wegener, D. T. (2014). Cognitive processes in attitude change. In Handbook of social cognition (pp. 69-142). Psychology Press. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315807096-2 Prabhu, A., & Patil, S. (2023). The Pursuit of Reputation: Unlocking the Power of Public Relations. New Delhi: Westland Business. https://www.amazon.com/Pursuit-Reputation-Unlocking-Public-Relations/dp/9357768394 Rezaei, M., and Zarepour Nasirabadi, E. (2024). Investigating the effect of the characteristics of influential people and their pages on behavioral intentions and purchase intentions of followers on social media. Journal of Management, Advertising and Sales, 5(2), 1-21 10.22034/asm.2024.715959[Persian]. Santateresa-Bernat, P., Sánchez-García, I., & Curras-Perez, R. (2023). I like you, or I like what you say? Effect of influencer on tourists’ behaviours. Current Issues in Tourism, 26(19), 3160-3174. https://doi.org/10.1080/13683500.2022.2108771 Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (pp. 208-231). Routledge. https://www.taylorfrancis.com/chapters/oa-edit/10.4324/9781003155249-12 Sorooshian, S., Tavana, M., & Ribeiro-Navarrete, S. (2023). From classical interpretive structural modeling to total interpretive structural modeling and beyond: A half-century of business research. Journal of Business Research, 157, 113642. https://doi.org/10.1016/j.jbusres.2022.113642. Stewart, K., & Williams, M. (2005). Researching online populations: the use of online focus groups for social research. Qualitative Research, 5(4), 395-416. https://doi.org/10.1177/1468794105056916 Technavio. (2024, July 12). Sports tourism market size is set to grow by USD 771.4 billion from 2024-2028: Increasing number of sporting events to boost the market growth. PR Newswire. Retrieved from https://www.prnewswire.com/news-releases/sports-tourism-market-size-is-set-to-grow-by-usd-771-4-billion-from-2024-2028--increasing-number-of-sporting-events-to-boost-the-market-growth-technavio-302195037.html Wellman, M. L. (2023). A friend who knows what they’re talking about: Extending source credibility theory to analyze the wellness influencer industry on Instagram. New Media & Society, 14614448231162064. https://doi.org/10.1177/14614448231162064 Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of travel & tourism marketing, 35(7), 958-972. https://doi.org/10.1080/10548408.2018.1468851 Yan, Z., & Huan, W. (2024). The Role of Social Media in Sports Tourism Marketing: A Review and Future Outlook. Frontiers in Sport Research, 6(4), 132-137. https://doi.org/10.25236/FSR.2024.060420. Yuliandari, M., & Anom, E. (2024). Marketing Communication Strategy of the Youth and Sports Tourism Office in Promoting Muaro Jambi Temple. JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 9(1), 101-106. https://doi.org/10.24815/jimps.v9i1.29400 Zahabi, S., Asadi, A., and Khodaidari, B. (2023). Studying the effect of the level of customer involvement in the marketing process of influential people on the desire to travel to the destination, attitude towards the brand and intention to buy. Business Management, 2(18), 1-19 10.30495/jomm.2022.69502.1972[Persian]. Zhang, Y., Nguyen, H. W., Jung, Y. H., & Ren, I. Y. (2024). The social media industry: where is it heading?. Journal of Business Strategy, 45(2), 81-88. https://doi.org/10.1108/JBS-12-2022-0209. | ||
|
آمار تعداد مشاهده مقاله: 553 تعداد دریافت فایل اصل مقاله: 30 |
||