Effect of financial support of the first companion brand in social media on the quality of brand-consumer relationship in Iranian premier football league

Abstract

The purpose of this research was to investigate the effect of supporting the first financial brand in social media on the quality of the brand-consumer relationship and brand-consumer compliance in Iranian premier football league. The current thesis was used in terms of intent, and the data was collected using descriptive survey research. This study’s statistical demographic included both Iranian Premier League fans and spectators. Standard questionnaires were used to evaluate the study theories, and structural equation simulation with SPSS and Smart pls applications was used to collect data. Following the determination of the coefficient, 40 questionnaires were spread to Premier League viewers and followers. There were 332 samples for the dependent variable’s stability and volatility, as well as its location in Cochran’s formula. To be sure, 400 questionnaires were circulated to the audience in a non-probable manner, and the data from 332 questionnaires were analyzed. The results showed that the financial support of Hamrahe Aval brand of sports activities on social media affects brand-consumer compliance. Considering the significance coefficient of Z in the relationship between the financial support of Hamrahe Aval brand of sports activities on social media with the brand-consumer adaptation, which is equal to 19.915, this hypothesis has been confirmed the effect is similar to 0.654. To sum up, as Hamrahe Aval brand sponsorship of sports activities in social media and brand-consumer compliance increase, the brand-consumer relationship quality will improve.