دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها951
تعداد مقالات7,816
تعداد مشاهده مقاله12,972,538
تعداد دریافت فایل اصل مقاله9,205,223
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
مراجع
  1. Adler, M. (2006). Stardom and talent. In Handbook of economics of art and culture (pp. 895-906). Elsevier. https://econpapers.repec.org/bookchap/eeeartchp/1-25.htm
  2. Ayuningtyas, L. L., & Sijabat, R. (2022). Brand Awareness Mediate the Influence of Social Media Marketing and Online Advertising on Purchase Decision. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(4), 29658-29668. https://doi.org/10.33258/birci.v5i4.7118
  3. Baena, V. (2016). Online and mobile marketing strategies as drivers of brand love in sports teams. International Journal of Sports Marketing and Sponsorship, 17(3), 202-218. https://doi.org/10.1108/IJSMS-08-2016-015
  4. Busen, S., Mustaffa, C. S., & Mohamad, B. (2016). Impacts of Attitude towards Online Banner Advertisement on Brand Awareness: Insight from Persuasive Hierarchy Model. Mediterranean Journal of Social Sciences, 7(3 S1). https://doi.org/10.5901/mjss.2016.v7n3s1p81
  5. Chaubey, D., Sharma, L. S., & Pant, M. (2013). Measuring The Effectiveness Of Online Advertisement In Recalling A Product: An Empirical Study. Management Convergence, 4(2), 37-47.
  6. Chukwu, B., Kanu, E., & Ezeabogu, A. (2019). The impact of advertising on consumers buying behaviour. International Journal of Arts and Commerce, 8(1), 1-15.
  7. Goldfarb, A. (2014). What is different about online advertising? Review of Industrial Organization, 44(2), 115-129. https://www.jstor.org/stable/43550450
  8. Hofmann, J., Schnittka, O., Johnen, M., & Kottemann, P. (2019). Talent or popularity: What drives market value and brand image for human brands? Journal of Business Research, 124, 748-758. https://doi.org/10.1016/j.jbusres.2019.03.045
  9. Hsieh, J.-K., & Li, Y.-J. (2020). Will You Ever Trust the Review Website Again? The Importance of Source Credibility. International Journal of Electronic Commerce, 24(2), 255-275. https://doi.org/10.1080/10864415.2020.1715528
  10. Jensen, R. W., Limbu, Y. B., & Spong, Y. (2015). Visual Analytics of Twitter Conversations about Corporate Sponsors of FC Barcelona and Juventus at the 2015 UEFA Final. International Journal of Sports Marketing and Sponsorship, 16(4), 3-9. https://doi.org/10.1108/IJSMS-16-04-2015-B002
  11. Jovanovic, P., Vlastelica, T., & Cicvaric Kostic, S. (2016). Impact of Advertising Appeals on Purchase Intention. Management: Journal for Theory and Practice of Management, 21(81), 35-45. https://doi.org/10.7595/management.fon.2016.0025
  12. Kiani, M. S., Nazari, L., & Shahbazpour, L. (2023). Development Strategies of Online Sales Sports Products in Iran. Sports Business Journal, 3(4), 103-120. https://doi.org/10.22051/sbj.2023.43037.1076
  13. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Australia. https://books.google.com/books?id=8TjiBAAAQBAJ
  14. Liu-Thompkins, Y. (2019). A Decade of Online Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, 48(1), 1-13. https://doi.org/10.1080/00913367.2018.1556138
  15. Liu, Z.-L., Chupradit, S., Chupradit, P. W., Qadus, A., Nassani, A. A., & Haffar, M. (2021). The psychological attraction of food brand by football player’s Advertisement: A Research study of consumer behavior towards product Choice. Revista de Psicología del Deporte (Journal of Sport Psychology), 30(3), 179-190. https://www.rpd-online.com/index.php/rpd/article/view/484
  16. Maddock, P. A. (2018). The Economic Implications of NBA Player Achievements on Athletic Apparel Companies CMC Senior Theses, Claremont McKenna College]. https://scholarship.claremont.edu/cgi/viewcontent.cgi?referer=&httpsredir=1&article=2992&context=cmc_theses
  17. Mohammad Rezaee, Z., Veisi, K., Fatemi, A., Aliabadi, S., & Smaeili, M. (2023). Designing an Electronic Marketing Model Based on Social Networks –Case Study on Sports Equipment Manufacturing Companies. Sports Business Journal, 3(4), 85-102. https://doi.org/10.22051/sbj.2023.43981.1101
  18. 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
  19. Popesku, M., Cicvarić Kostić, S., & Vlastelica Bakić, T. (2013). Integrated Marketing Communications in Associate CMMP® Handbook. International Institute of Marketing Professionals, Ontario, Canada, 51-99.
  20. Ratten, V., & Thompson, A.-J. (2021). Digital Sport Marketing. In P. Thaichon & V. Ratten (Eds.), Developing Digital Marketing (pp. 75-86). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-348-220211005
  21. Rosen, S., & Sanderson, A. (2001). Labour markets in professional sports. The economic journal, 111(469), 47-68. https://www.jstor.org/stable/2667957
  22. Sallam, M., Fahad, A., & Algammash. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management, 4(5), 509-520. https://ijecm.co.uk/wp-content/uploads/2016/02/4228.pdf
  23. Šíma, J. (2021). Market potential of TikTok in the context of the communication range of soccer players on social networks. Acta Universitatis Carolinae / Kinanthropologica, 57(2), 195-217. https://doi.org/10.14712/23366052.2021.13
  24. Watanabe, N. M., Yan, G., & Soebbing, B. P. (2016). Consumer Interest in Major League Baseball: An Analytical Modeling of Twitter. Journal of Sport Management, 30(2), 207-220. https://doi.org/10.1123/jsm.2015-0121
  25. Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 68(12), 2663-2675. https://doi.org/10.3389/fpsyg.2022.991525
آمار
تعداد مشاهده مقاله: 305
تعداد دریافت فایل اصل مقاله: 350


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب