The Effect of Marketing Capability on Mindful Marketing of Sports Equipment Sellers with the Mediating Role of Social Interaction

The main purpose of this research was to investigate the effect of marketing capability on Mindful marketing of sports equipment sellers with the mediating role of social interaction.  The present study was applied in terms of purpose and descriptive and survey in terms of method. The statistical population of the study consisted of all sellers of sports equipment stores in East Azerbaijan Province. The population size of the statistical population of the study was unknown. The minimum number of samples was between 5 and 20 items for each observable variable, which was considered equal to 285 people. In this study, a non-random sampling method was used. The data collection tool were three standard questionnaires of Mindful Marketing by Zhu (2013), Athena-Gima Marketing Capabilities (2015) and Schutz Social Interaction (1958) with Cronbach's alpha of 0.89, 0.85 and 0.90, respectively. Structural equation modeling, including confirmatory factor and path analyses, was used to test the hypotheses. SPSS V25 and Smart-PLS.3.2.8 software was used to analyze the data. The findings showed that marketing capability had a positive and significant effect on social interaction and mindful marketing; and social interaction also had a positive and significant effect on mindful marketing of sports equipment sellers. According to the research results, rewarding, being intimate with customers and using their opinions in decision-making can improve social interactions.