Sport Advertising
Saheb Daryaei; saeed amirnejad; sajjad ghadami
Abstract
The present study aimed to investigate the role of Instagram bloggers in influencing the intention to purchase sports products, with the mediating effect of attitude towards the brand. This research is of a descriptive-correlational nature in terms of both its practical objective and method. The statistical ...
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The present study aimed to investigate the role of Instagram bloggers in influencing the intention to purchase sports products, with the mediating effect of attitude towards the brand. This research is of a descriptive-correlational nature in terms of both its practical objective and method. The statistical population of the study consisted of all Instagram users who had purchased sports products through this platform. Due to the limited statistical population, the sample was selected through convenience sampling, comprising 221 individuals. The research tools used in this study included a researcher-made questionnaire on the role of Instagram bloggers, the standard intention to purchase questionnaire by Naito and Kim (2006), and the standard attitude towards the brand questionnaire by Crystalis and Cherischo (2013). The face and content validity of the questionnaires were confirmed by 10 marketing and sports management experts, and the reliability of the three questionnaires was reported as 0.85, 0.86, and 0.88 respectively, based on Cronbach's alpha. Descriptive and inferential statistics such as Smirnov-Kolmogorov test, Spearman's correlation coefficient, stepwise regression analysis, and Sobel test were used for data analysis in the SPSS software version 25. The findings of the study indicated that the role of Instagram bloggers significantly influences the intention to purchase sports products. Specifically, there was a positive and significant relationship between the bloggers' expertise and purchase intention by 17%, the bloggers' likable personality and purchase intention by 22%, the trustworthiness of the blogger and purchase intention by 40%, the social attractiveness of the blogger and purchase intention by 57%, and finally, the blogger's personality style and purchase intention by 51%. Therefore, the attention to these factors by sports bloggers can have a positive impact on the minds of sports consumers who follow them. Furthermore, the results showed that the role of Instagram bloggers, with the mediating effect of attitude towards the brand, can significantly affect the intention to purchase sports products. As a result, organizations, companies, and sports producers can utilize popular domestic and international Instagram bloggers, considering the bloggers' characteristics and the public's mindset about them, to promote and sell their sports products for the advancement of their organizational goals.
Rasoul Azadi; Bahram Yousefi; Hossein Eydi
Volume 2, Issue 2 , March 2015, , Pages 66-75
Zargar Mohammadi; Morteza Rezaei Soufi; Yazdan Sobhani; Saeid Hatami
Volume 1, Issue 1 , December 2013, , Pages 26-33
Abstract
Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or ...
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Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or sponsor’s organization, products or services were examined. For this pourpose a questionnaire designed and itsvalidity confirmed by specialists and reliability was calculated by Cronbach's alpha coefficient equal to0.80. The statistical population included all television audiences of popular football teams in the master league and 380 subjects were selected from the audience.Data were analyzed through descriptive and inferential methods such as Binominal Testto survey the effect of sport sponsorship on five mentioned factors among fans. Research results showed, Sport Sponsorship enhance brand’s name awareness, promote a positive image of sponsor, the sponsor’s interestand loyalty of audience to the company, but it doesn't effecton purchase intent of audience. Sponsors should consider that make a commitment in audience is a time consuming process and needs ongoing support that can lead to return of capital ultimately.