1. The Effect of Intellectual Engagement with Football on Word of Mouth Advertising About the Company's Products Support.
- Author
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Haeri, Fariddun Alame and Mohammadi, Zeinab Sadat
- Subjects
WORD-of-mouth communication ,BRAND awareness ,QUESTIONNAIRES ,ACQUISITION of data ,STRUCTURAL equation modeling - Abstract
Advertising word of mouth marketing is one of the most important means of informal communication among consumers about goods, services and organizations that are of interest to researchers. This study, in term of applied purpose and the method of research is a descriptive survey method of field branch. This study's statistical population consists of, all fans of Premier League football in Isfahan province. The method used for sampling in this study was a random sampling. The sample size was estimated at 274 persons. In order to collect data and analyze them using a questionnaire. In this research face validity, was used to check the validity of questionnaire Also, in order to check the reliability of test, using Cronbach's alpha, that it's amount for the total of questionnaire was 0.833. structural equation model was used to test the hypothesis. [ABSTRACT FROM AUTHOR]
- Published
- 2016