Investigating the impact of guerrilla marketing on the image and awareness of a sports brand with regard to the mediating role of social media (case study: Iranian sports brands)
Poster Presentation
Paper ID : 1589-SSRC
Authors
1Payam Noor University of Tehran, Ray branch, Ray, Iran
2استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، مرکز شهر ری، تهران، ایران
Abstract
Background: Guerrilla marketing is an advertising strategy in which a company uses surprising and unconventional interactions to promote a product or service. Today, guerrilla marketing is a creative and low-cost method of brand advertising. In guerrilla marketing, the message spreads virally and by word of mouth among people. This issue causes the attitude towards the brand and the regular brand image to change.
Purpose: The purpose of this research was to determine the impact of guerrilla marketing on the image and awareness of the sports brand, considering the mediating role of social media.
Methodology: The present research was descriptive and correlational in terms of practical purpose and in terms of data collection method. The statistical population of this research was made up of all managers, manufacturers of sports products and goods in Gilan province, which are known as brands in the country. Due to the fact that 22 domestic sports brands are active in this province, all the CEOs, production, marketing and sales, whose number is about 105 people. Considering that the population is 105 people, 84 people were selected as a sample using Morgan's table method. Due to the difficulty of accessing managers, a simple random method has been used. In this research, library and field methods were used for data collection, and the data collection tool was a standard questionnaire. The data analysis in the present study consisted of two parts: descriptive statistics and inferential statistics, and the structural equation modeling method and SPSS18 and SMART-PLS software were used for data analysis.
Results: The findings indicated that the hypotheses proposed in the research were confirmed. According to the sign of the path coefficient of the hypotheses, all the effects of the independent variable on the dependent variable have been evaluated as positive.
Conclusion: The results showed that guerrilla marketing has a significant effect on brand image, sports brand awareness and social media.
Purpose: The purpose of this research was to determine the impact of guerrilla marketing on the image and awareness of the sports brand, considering the mediating role of social media.
Methodology: The present research was descriptive and correlational in terms of practical purpose and in terms of data collection method. The statistical population of this research was made up of all managers, manufacturers of sports products and goods in Gilan province, which are known as brands in the country. Due to the fact that 22 domestic sports brands are active in this province, all the CEOs, production, marketing and sales, whose number is about 105 people. Considering that the population is 105 people, 84 people were selected as a sample using Morgan's table method. Due to the difficulty of accessing managers, a simple random method has been used. In this research, library and field methods were used for data collection, and the data collection tool was a standard questionnaire. The data analysis in the present study consisted of two parts: descriptive statistics and inferential statistics, and the structural equation modeling method and SPSS18 and SMART-PLS software were used for data analysis.
Results: The findings indicated that the hypotheses proposed in the research were confirmed. According to the sign of the path coefficient of the hypotheses, all the effects of the independent variable on the dependent variable have been evaluated as positive.
Conclusion: The results showed that guerrilla marketing has a significant effect on brand image, sports brand awareness and social media.
Keywords