An Analysis of the Position of Nostalgia Marketing in the Tendency of Advocacy Behavior in Social Capital

Document Type : Research/Original/Regular

Authors

1 Assistant Professor, Faculty of Management and accounting, College of Farabi, University of Tehran, Qom, Iran

2 PhD. Student, Faculty of Management and accounting, College of Farabi, University of Tehran, Qom, Iran

3 M.Sc. Student, Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba'i University, Tehran, Iran

Abstract

Today, social capital is one of the subjects that have attracted the attention of sports researchers. Fans are one of the most important elements of social capital for sport's marketers. One of the strategies that marketers use to attract more fans is the nostalgia marketing approach. The purpose of this study was to investigate the role of nostalgia components in the behavior of supporters as elements of social capital. The method of this research is descriptive. To create a sense of consumer nostalgia, a film about personal and football life of Ali Parvin (nostalgic character) was developed. Due to the focus of the article on vicarious nostalgia, the data of this research was collected by. The results of the data analysis through path analysis indicated that Evoked nostalgia on the attitude and loyalty of the supporters and the nostalgic proneness on the attitude and emotional feelings of the fans are not effective. Also, the most direct effect on fan's behavior was about their loyalty and the most indirect effect on fan's behavior was the feelings of supporters. The influence of the research variables on fan's behaviors were as follows: fans' emotions, loyalty, evoked nostalgia Familiarity with Nostalgic Items and Nostalgic Proneness

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References

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Social Capital Management
Volume 5, Issue 4
January 2019
Pages 479-501

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