دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها960
تعداد مقالات7,934
تعداد مشاهده مقاله13,425,920
تعداد دریافت فایل اصل مقاله9,545,063
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
مراجع
  1. Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of services marketing, 20(6), 391-403. https://doi.org/10.1108/08876040610691284
  2. Barclay, D., Thompson, R., & Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Use as an Illustration. Technology Studies, 2(2), 285-309. https://www.scirp.org/%28S%28351jmbntvnsjt1aadkposzje%29%29/reference/referencespapers.aspx?referenceid=2800017
  3. Beheshti, M. S. (1997). Information Society and Development. Scientific Research Quarterly(25), 1-9.
  4. Chung, Y. J., & Kim, E. (2021). Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users. Journal of Promotion Management, 27(1), 1-26. https://doi.org/10.1080/10496491.2020.1809590
  5. Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with PLS software (First edition ed.). Publications of Academic Center for Education, Culture, and Research, Tehran, Iran.
  6. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://www.jstor.org/stable/3151312
  7. Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1), 1618431. https://doi.org/10.1080/23311975.2019.1618431
  8. Gaheri Tabrizi, N. (2018). Investigating factors affecting the acceptance of online social media advertising on the growth of small and medium-sized companies (Tehran case study). [Master thesis, Payam Noor University of Tehran Province, Payam Noor Center of West Tehran].
  9. Haghgoo, N. (2019). The effect of marketing activities on Instagram on consumer behavior of sports luxury brands: the mediating role of consumer attitude. [Master Thesis, Binaloud Institute of Higher Education, Department of Sports Sciences].
  10. Hejab Doost, M. (2016). The effect of intelligent mobile technology adoption on the reaction to mobile advertising. [Master Thesis, Yazd University, Humanities, and Social Sciences Colleges].
  11. Karimi, Y. (2009). Attitude and attitude change (7th ed.). Virayesh Publication, Tehran, Iran.
  12. Khalvati, Z. (2019). The effect of customers' attitudes on their purchase intention according to the moderating variable of gender and the mediating role of considering electronic recommendations as applicable and accepting them. [Master Thesis, Allameh Tabataba'i University, Faculty of Management and Accounting].
  13. Kiani, M. S., & Nazari, L. (2022). Investigating Brand Equity in Sports Product Advertisements and Recommending it to Consumers. Sports Business Journal, 2(2), 169-181. https://doi.org/10.22051/sbj.2022.41652.1050
  14. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  15. Kotler, P., & Keller, K. L. (2005). Marketing Management. Prentice Hall. https://books.google.com/books?id=rKKrJgAACAAJ
  16. Kotler, P., & Keller, K. L. (2006). Marketing Management. Pearson Prentice Hall. https://books.google.com/books?id=NP0zkgEACAAJ
  17. Lai, I., & Liu, Y. (2020). The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks. Journal of theoretical and applied electronic commerce research, 15(3), 1-19. https://doi.org/10.4067/S0718-18762020000300102
  18. Marti-Parreño, J., Blas, S., Ruiz, C., & Aldás-Manzano, J. (2013). Key Factors of Teenagers’ Mobile Advertising Acceptance. Industrial Management &amp Data Systems, 113(5), 732-749. https://doi.org/10.1108/02635571311324179
  19. McAlexander, J. H., & Schouten, J. W. (1998). Brandfests: Servicescapes for the cultivation of brand equity. Servicescapes: The concept of place in contemporary markets, 377, 377-402.
  20. Mehta, A. (2000). Advertising attitudes and advertising effectives. Journal of advertising research, 40(3), 67-72. https://doi.org/10.2501/JAR-40-3-67-72
  21. Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising. Journal of Interactive Advertising, 7(2), 41-50. https://doi.org/10.1080/15252019.2007.10722130
  22. Mir, I. A. (2012). Consumer attitudinal insights about social media advertising: A South Asian perspective. The Romanian Economic Journal, 15(45), 265-288. http://www.rejournal.eu/article/consumer-attitudinal-insights-about-social-media-advertising-south-asian-perspective
  23. Momeni Safa, A. (2019). Determining factors influencing advertisements acceptance from an ethical point of view. [Master Thesis, Payame Noor University, Alborz Province, Payame Noor Center, Karaj].
  24. Mostaghimi, M. (2017). Presenting a model for demographic and psychological factors influencing advertisement acceptance on social networks. [Master Thesis, Safahan University, Computer Engineering Department].
  25. Norouzi, H., Darvish, F., & Mesbahi, M. (2021). The Effect of Social Media Marketing Programs in the Online Retail Industry on Purchase of Sporting Goods. Sports Business Journal, 1(2), 75-94. https://doi.org/10.22051/sbj.2022.38024.1017
  26. Robertson, M. (2018). Instagram Marketing: How To Grow Your Instagram Page And Gain Millions of Followers Quickly With Step-by-Step Social Media Marketing Strategies. https://books.google.com/books?id=yA9bDwAAQBAJ
  27. Sahaf zadeh, A., Mansoori, F., Khodadad Hosseini, S. H., & Kord Naij, A. (2016). The impact of packaging dimensions on customer satisfaction and Involvement with emphasis on the mediating role of attitudes towards packaging. Journal of food science and technology(Iran), 13(59), 109-122. http://fsct.modares.ac.ir/article-7-11314-en.html
  28. Sarlab, R., & Farid Fathi, M. (2021). Design of Fuzzy Cognitive Mapping Model of Factors Affecting Personalized Advertising in the Sporting Goods Industry. Sports Business Journal, 1(2), 213-230. https://doi.org/10.22051/sbj.2022.39717.1025
  29. Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  30. Shekari, A., Mosuavi, S. N., & Gholami Chenarestan Olya, A. (2020). Explaining Model of Attitude towards Advertising in Sporting Goods via Instagram Using Technology Acceptance Model. Journal of Business Management, 12(45), 203-225. https://bmj.ctb.iau.ir/article_673302.html?lang=en
  31. Taghavi, H., Jafari, S. M., & Mousavi Sani Baghsiahi, S. M. (2017). The Impact of Cognitive and Affective Factors on Attitude and Acceptance of Mobile Advertising. New Marketing Research Journal, 7(2), 167-192. https://doi.org/10.22108/nmrj.2017.21804
  32. Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176. https://www.jstor.org/stable/23011007
  33. Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004). A global goodness-of-fit index for PLS structural equation modeling. Oral Communication to PLS Club, HEC School of Management, France, March.  https://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx?ReferenceID=1960154
  34. Veladdy, B. (2019). The impact of social media marketing on brand image and willingness to buy Iranian goods (case study: Tantak Shoe in Tabriz). [Master Thesis, Azerbaijan Charkhe Niloofari Higher Education Institute].
  35. Vinzi, V. E., Trinchera, L., & Amato, S. (2010). PLS Path Modeling: From Foundations to Recent Developments and Open Issues for Model Assessment and Improvement. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications (pp. 47-82). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_3
  36. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195. https://www.jstor.org/stable/20650284
  37. Wolin, L. D., Korgaonkar, P., & Lund, D. (2002). Beliefs, attitudes and behaviour towards Web advertising. International Journal of Advertising, 21(1), 87-113. https://doi.org/10.1080/02650487.2002.11104918
  38. Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035
  39. Zhao, J., & Wang, J. (2020). Health Advertising on Short-Video Social Media: AStudy on User Attitudes Based on the ExtendedTechnology Acceptance Model. International Journal of Environmental Research and Public Health, 17(5). https://doi.org/10.3390/ijerph17051501
  40.  
آمار
تعداد مشاهده مقاله: 372
تعداد دریافت فایل اصل مقاله: 418


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب