تأثير أبعاد محتوى الاعلان الالكتروني للأندية الرياضية المحترفة على و لاء الجمهور الرياضي للعلامة التجارية

Abstract EN

By attempting to study the validity of the model of the impact of dimensions of electronic marketing for professional sports clubs on the sports audience's brand loyalty, the researcher used a descriptive methodology that suited the nature of the research.

After ensuring the validity and reliability of the scale and its suitability for measuring the phenomenon studied in the survey, the scale was applied in the form of an electronic questionnaire to a purposive sample of 384 supporters selected from MC Alger, USM Alger, and NASR Hussein Dey clubs.

After performing statistical analysis using the partial least squares structural equation modeling (PLS-SEM) approach, the researcher found a significant impact of the dimensions of electronic advertising content, namely excitement and information, on the sports audience's brand loyalty, but no significant impact of entertainment and credibility dimensions