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Aghajani, Fereshteh, Javani, Vajiheh. (1402). The Effect of Online Advertising of Football Players on Fans' Purchase Intention with the Mediating Role of Players' Popularity. جلوه هنر, 4(1), 111-124. doi: 10.22051/sbj.2024.44491.1111
Fereshteh Aghajani; Vajiheh Javani. "The Effect of Online Advertising of Football Players on Fans' Purchase Intention with the Mediating Role of Players' Popularity". جلوه هنر, 4, 1, 1402, 111-124. doi: 10.22051/sbj.2024.44491.1111
Aghajani, Fereshteh, Javani, Vajiheh. (1402). 'The Effect of Online Advertising of Football Players on Fans' Purchase Intention with the Mediating Role of Players' Popularity', جلوه هنر, 4(1), pp. 111-124. doi: 10.22051/sbj.2024.44491.1111
Aghajani, Fereshteh, Javani, Vajiheh. The Effect of Online Advertising of Football Players on Fans' Purchase Intention with the Mediating Role of Players' Popularity. جلوه هنر, 1402; 4(1): 111-124. doi: 10.22051/sbj.2024.44491.1111

The Effect of Online Advertising of Football Players on Fans' Purchase Intention with the Mediating Role of Players' Popularity

Sports Business Journal
مقاله 7، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 111-124    اصل مقاله (888.17 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2024.44491.1111
نویسندگان
Fereshteh Aghajani1؛ Vajiheh Javani* 2
1PhD Student in Sports Management, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
2Associate Professor, Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
چکیده
Purpose: Online advertising has become a crucial tool for sports teams, marketers, and retailers looking to engage with fans and boost sales of sports-related products. This study examines the effect of online advertising of football players on fans' purchase intention, with the mediating role of players' popularity.
Methodology: The research is classified as applied, using a descriptive research method and cross-sectional survey research design. The statistical population of this study includes football fans in Iran. The sampling method in this study was non-probability convenience sampling (200 fans). A four-part questionnaire was used to collect data. Then partial Least Squares Structural Equation Modeling (PLS 3.0) was used for data analysis.
Findings: Paying attention to these indicators is of great importance in implementing the model of the impact of online advertising on the intention to purchase football fans. Therefore, based on the study's findings, the model of the effects of online advertising on the intention to buy football fans is confirmed. Based on the results obtained from the combined reliability, extracted variance, model fit coefficient, and goodness-of-fit index in the path analysis, the model is consistent with suitable empirical and theoretical assumptions and has a good fit. Therefore, the model of the impact of online advertising on the intention to purchase football fans is confirmed.
Originality: This research evaluated the mediating role of football players' popularity on fans' purchase intention.
کلیدواژه‌ها
Online Advertising؛ Popularity؛ Purchase Intention؛ Football؛ Fans
عنوان مقاله [English]
تاثیر تبلیغات آنلاین بازیکنان فوتبال بر قصد خرید هواداران با نقش میانجی محبوبیت بازیکنان
نویسندگان [English]
فرشته آقاجانی1؛ وجیهه جوانی2
1دانشجوی دکتری مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
2دانشیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
چکیده [English]
هدف: تبلیغات آنلاین به ابزار مهمی برای تیم‌های ورزشی، بازاریابان و خرده فروشانی تبدیل شده است که به دنبال ارتباط با هواداران و افزایش فروش محصولات مرتبط با ورزش هستند. این پژوهش با هدف تاثیر تبلیغات آنلاین بازیکنان فوتبال بر قصد خرید هواداران با نقش میانجی محبوبیت بازیکنان صورت گرفته است.
روش: پژوهش حاضر از نظر هدف از جمله پژوهش‌های کاربردی، از نظر روش انجام پژوهش در طبقه‌بندی پژوهش‌های ‌توصیفی‌ و به‌ لحاظ نحوه گردآوری ‌داده‌ها جز پژوهش‌های‌ پیمایشی‌_تحلیلی است. جامعه آماری این پژوهش شامل هواداران فوتبال در ایران بود. روش نمونه‌گیری در این پژوهش نمونه گیری غیراحتمالی در دسترس (200 هوادار) بود. برای جمع آوری داده‌ها از پرسشنامه چهار بخشی استفاده شد، سپس از مدل سازی معادلات ساختاری حداقل مربعات جزئی (PLS 3.0)  برای تجزیه و تحلیل داده‌ها استفاده شد.
یافته‌ها: نتایج تحقیق نشان داد که تبلیغات آنلاین بر محبوبیت بازیکنان تاثیرگذار است. از سوی دیگر محبوبیت بازیکنان و تبلیغات آنلاین بر قصد خرید آنها تاثیر دارد. در نهایت، فرضیه، تبلیغات آنلاین بر قصد خرید هواداران با نقش میانجی محبوبیت بازیکنان تاثیر دارد، تایید شد.
اصالت و ابتکار مقاله: در این پژوهش نقش میانجی محبوبیت بازیکنان فوتبال بر قصد خرید هوادران مورد ارزشیابی قرار گرفت.
کلیدواژه‌ها [English]
تبلیغات آنلاین, قصد خرید, محبوبیت, فوتبال, هواداران
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