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Rajabi, Mojtaba, Gharcheh, Mitra. (1401). The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment. سامانه مدیریت نشریات علمی, 3(3), 35-46. doi: 10.22098/rsmm.2022.10928.1128
Mojtaba Rajabi; Mitra Gharcheh. "The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment". سامانه مدیریت نشریات علمی, 3, 3, 1401, 35-46. doi: 10.22098/rsmm.2022.10928.1128
Rajabi, Mojtaba, Gharcheh, Mitra. (1401). 'The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment', سامانه مدیریت نشریات علمی, 3(3), pp. 35-46. doi: 10.22098/rsmm.2022.10928.1128
Rajabi, Mojtaba, Gharcheh, Mitra. The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment. سامانه مدیریت نشریات علمی, 1401; 3(3): 35-46. doi: 10.22098/rsmm.2022.10928.1128

The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment

Research in Sport Management and Marketing
مقاله 3، دوره 3، شماره 3، مهر 2022، صفحه 35-46    اصل مقاله (383.62 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2022.10928.1128
نویسندگان
Mojtaba Rajabi* 1؛ Mitra Gharcheh2
1Assistant Professor of Sport Management, Shahrood University of Technology, Shahrood, Iran
2M.A of Sport Management, Shahrood University of Technology, Shahrood, Iran
چکیده
Purpose: This study aimed to investigate the effect of perceived creativity of Instagram posts in sports stores on interactive intention with followers.

Methods: This research was descriptive-correlational. The statistical population of this study was 3200 participants of a sports page Among them, 135 samples were selected by the available sampling method. perceived creativity was measured by a questionnaire Andrews and Smith (1996),

affective commitment was measured by Belanche et al (2013) and interactive intention was measured by Casalo et al (2017) were used for data collection. The validity of the questionnaires was assessed by experts. Reliability based on Cronbach's alpha for each questionnaire was 0.81, 0.83 and 0.90, respectively, which was confirmed. To analyze the data, the structural equations method and PLS software were used.

Results: The results showed that the perceived creativity of sports store Instagram posts has a positive and significant effect on affective commitment (t=7.45, β=0.53) and intention to interact (t=5.56, β=0.35). The affective commitment has a positive and significant impact on the interactive intention (t=9.28, β=0.57) of the followers' and further, the affective commitment has a mediating role in the relationship between perceived creativity and the interactive intention of the followers.

Conclusion: Therefore, managers of sports stores using creative ideas such as product categories in highlights, comparing journal and non-journal photos of the product, mentioning all the specifications of the product in the copying of Instagram posts of products can provide the grounds for people's interaction to purchase products by creating emotional commitment in the followers.
کلیدواژه‌ها
Emotional Commitment؛ Creativity؛ Sports Shops؛ Instagram
مراجع
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