Investigating the Effect of Godfather Marketing on Organizational Credibility Via Unwavering Member Loyalty

Document Type : Original Article

Authors

1 Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

2 Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad. Iran

Abstract

With the increasing speed of change and the diversity in the demands and needs of business audiences, we can observe the elimination of some marketing approaches and a shift towards new approaches in this field. Also, paying attention to member retention and enhancing the organization's credibility is considered one of the most important goals of progressive organizations, where godfather marketing, as a new approach, with its unique principles, can effectively contribute to achieving this goal. The study population consisted of members of a cultural-sports handball academy called "Sepehr Ayask" in South Khorasan. This academy had 120 members, and based on Morgan’s table, 97 individuals were selected as the sample. This research is applied in terms of purpose, descriptive in method, and survey-analytical in terms of data collection. Therefore, the data collection tool was a questionnaire, and the data were analyzed using Smart PLS software. Data analysis showed that godfather marketing, in turn, can have a significant impact on increasing the loyalty of organizational members. Furthermore, by confirming the relationship between the unwavering loyalty of members and the credibility of the organization, the relationship between godfather marketing and the organization's credibility was confirmed through the unwavering loyalty of members. Therefore, managers and investors, by familiarizing themselves with and applying the principles of godfather marketing, can not only control the financial costs of the organization but also promote member loyalty to a kind of fanaticism that stems from goodwill and favors.

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