Saheb Daryaei; saeed amirnejad; sajjad ghadami
Abstract
The present study aimed to investigate the role of Instagram bloggers on the intention to buy sports products through mediated attitude towards the brand. This research is applied in terms of purpose and descriptive-correlational in terms of research method. To analyze data from descriptive statistics ...
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The present study aimed to investigate the role of Instagram bloggers on the intention to buy sports products through mediated attitude towards the brand. This research is applied in terms of purpose and descriptive-correlational in terms of research method. To analyze data from descriptive statistics to describe the personal characteristics of the subjects and in inferential statistics, from Kolmogorov-Smirnov test Spearman correlation coefficient, stepwise regression analysis and Sobel test was used in the SPSS software. Findings showed that the role of Instagram bloggers is effective in the intention to buy sports products. So that between the specialty of Blogger with the intention of buying 17%, the lovely personality of Blogger with the intention of buying 22%, between the reliability of Blogger with the intention of buying 40%, the social attractiveness of Blogger with the intention of buying 57% and finally between the personality style of Blogger with the intention of buying There was a 51% positive and significant relationship. Also, the second hypothesis of the obtained results showed that the role of Instagram bloggers through mediating attitude towards the brand can be effective on the intention to buy sports products. organizations that seek to promote and sell more of their sports products can choose one of the effective advertising methods, including the use of popular domestic and foreign sports bloggers by considering the characteristics of bloggers and the mentality of people about them can help them advance their organizational goals.