Please use this identifier to cite or link to this item: http://hdl.handle.net/10497/20423
Title: 
Authors: 
Subjects: 
Social influence
Purchase intention
Perception of quality
Social network sites
Sports coaching
Issue Date: 
2018
Citation: 
Koh, J. Y., & Leng, H. K. (2018). Marketing sport coaching services on social network sites: An examination of social influence and country-of-origin effect. Managing Sport and Leisure, 22(5), 390-399. https://doi.org/10.1080/23750472.2018.1495097
Abstract: 
Social network sites have been used to market a variety of products and services. The aim of this paper is to examine the marketing of sport coaching services on social network sites. A Facebook page of a fictitious sports coaching service was set up. The control group (n=51) was exposed to a page with only minimal information on the coaching service. Experimental group 1 (n=51) was presented with additional information on the wall page consisting of ‘likes’ votes and positive comments about the coaching service. Experimental group 2 (n=51) was presented with additional information on the nationality of the sports coach. The findings suggested that social influence on social network site could affect consumers’ perceived quality and purchase intention for sports coaching services. However, information on the nationality of the sports coach did not statistically affect the perceived quality and purchase intention for the sports coaching service.
Description: 
This is the final draft, after peer-review, of a manuscript published in Managing Sport and Leisure. The published version is available online at https://doi.org/10.1080/23750472.2018.1495097
URI: 
ISSN: 
2375-0472
DOI: 
File Permission: 
Open
File Availability: 
With file
Appears in Collections:Journal Articles

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