Publication: Marketing sport coaching services on social network sites: An examination of social influence and country-of-origin effect
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Date
2018
Authors
Leng, Ho Keat
Journal Title
Journal ISSN
Volume Title
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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
Keywords
Social influence, Purchase intention, Perception of quality, Social network sites, Sports coaching
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