Presenting a Model of Social Media Marketing with the Behavior of Sports Store Customers with the Mediating-Role of Communication Literacy

The main purpose of this study was to present a model of the relationship between social media marketing and the behavior of customers of sports stores with the mediation of communication literacy. This research is applied in terms of purpose and descriptive-correlational in terms of type , which was conducted in a field method. The statistical population of the study ... The number of them is unlimited. According to Morgan's table, the sample size is 384 people, and to ensure the return of the questionnaire, 400 questionnaires have been distributed among them by simple random sampling. The data obtained through a questionnaire using pls software have been analyzed with the help of structural equations. The results obtained from the path analysis using structural equation modeling showed that social media marketing with the behavior of customers of the city's sports clubs ... It has a significant relationship and communication literacy plays a mediating role in this relationship. Therefore, due to the quantitative increase in sports media, as well as the pervasiveness of the category of sports in society and the attraction of a wide audience through these media, the need to institutionalize sports media literacy among the recipients of sports marketing messages based on scientific and theoretical foundations in the field of media and sports is undeniable.