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Sheikhalizadeh, Mahboub, Soltani, Zahra. (1401). The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19. جلوه هنر, 3(1), 53-66. doi: 10.22051/sbj.2023.42103.1060
Mahboub Sheikhalizadeh; Zahra Soltani. "The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19". جلوه هنر, 3, 1, 1401, 53-66. doi: 10.22051/sbj.2023.42103.1060
Sheikhalizadeh, Mahboub, Soltani, Zahra. (1401). 'The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19', جلوه هنر, 3(1), pp. 53-66. doi: 10.22051/sbj.2023.42103.1060
Sheikhalizadeh, Mahboub, Soltani, Zahra. The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19. جلوه هنر, 1401; 3(1): 53-66. doi: 10.22051/sbj.2023.42103.1060

The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19

Sports Business Journal
مقاله 4، دوره 3، شماره 1 - شماره پیاپی 5، فروردین 2023، صفحه 53-66    اصل مقاله (683.07 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.42103.1060
نویسندگان
Mahboub Sheikhalizadeh* 1؛ Zahra Soltani2
1Assistant Professor, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
2M.A in Sport Management, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
چکیده
Purpose: Consumer attitude towards advertising is one of the effective indicators of advertising effectiveness; the consumer's cognitive ability towards advertising appears in their thoughts and feelings and consequently will affect their acceptance of advertising. The present study investigated the impact of Instagram advertising on the advertisement's acceptance in the Covid-19 pandemic course in sports clubs’ customers.
Methodology: The research method is descriptive correlation and survey in data collection. A total of 273 customers of sports clubs completed the following questionnaires: a combination of questionnaires for Instagram advertising, Taylor & Todd's Attitude to advertising questionnaire (2002), and the Merisavo advertisements acceptance questionnaire (2007). Structural equation modeling based on the partial least squares was used to analyze the data.
Findings: The results showed that the modified model had a good fit (GOF=0.717). We indicated that Instagram advertising and its components (Entertainment, Interaction, new and Up-to-date, and Usefulness) positively and significantly affect customers' attitudes and acceptance of advertisement. Also, the attitude towards advertising as a mediating variable significantly affects advertisement acceptance (P=0.001).
Originality: In this article, we examine the modeling of Instagram advertising in the sports industry using structural equation modeling (SEM).
کلیدواژه‌ها
Ads Acceptance؛ Attitude towards Advertising؛ Entertainment؛ Sports Clubs؛ Sports Customer
عنوان مقاله [English]
تاثیر تبلیغات اینستاگرامی بر پذیرش تبلیغات مشتریان ورزشی در دوران کووید-19
نویسندگان [English]
محبوب شیخعلی‌زاده1؛ زهرا سلطانی2
1استادیارگروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران.
2کارشناسی ارشد، گروه مدیریت ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران.
چکیده [English]
هدف: نگرش مصرف کنندگان نسبت به تبلیغات یکی از شاخص‌های موثر در اثربخشی تبلیغات است؛ زیرا توانایی شناختی مصرف‌کننده نسبت به تبلیغات در افکار و احساسات آنها ظاهر شده و متعاقباً بر پذیرش آنها نسبت به تبلیغات تأثیر خواهد داشت. هدف پژوهش حاضر، مطالعه تاثیر تبلیغات اینستاگرامی بر پذیرش تبلیغات مشتریان ورزشی در دوران کرونا (کووید-19) بود.
روش: روش تحقیق مطالعه حاضر، توصیفی- همبستگی است که به صورت پیمایشی انجام شده است. 273 نفر از مشتریان باشگاه‌های ورزشی، پرسشنامه‌‌های تبلیغات اینستاگرامی، نگرش به تبلیغات تیلور و تاد (1995) و پذیرش تبلیغات مریساوو (2007) را تکمیل نمودند. جهت تحلیل داده‌ها از آزمون معادلات ساختاری مبتنی بر حداقل روش مربعات جزئی در نرم افزار Smart PLS استفاده شد.
یافته‌ها: نتایج نشان داد مدل ارائه شده پژوهش از برازش مناسبی برخوردار است (0/717=GOF). همچنین، نتایج نشان داد تبلیغات اینستاگرامی و مولفه‌های آن (سرگرمی، تعامل، جدید و به روز بودن، سودمندی) تاثیر مثبت و معناداری بر نگرش و پذیرش به تبلیغات کاربران اینستاگرامی در دوران کرونا دارند. نگرش به تبلیغات به عنوان متغیر میانجی تاثیر مثبت و معناداری بر پذیرش تبلیغات مشتریان را نشان داد (0/001=P).
اصالت و ابتکار مقاله: در این مقاله به مدلسازی تبلیغات اینستاگرامی در  صنعت بازاریابی ورزشی با روش معادلات ساختاری پرداخته شده است. 
کلیدواژه‌ها [English]
باشگاه های ورزشی, تبلیغات اینستاگرامی, پذیرش تبلیغات, کووید-19, نگرش به تبلیغات
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