Morteza Maleki Minbashrazgah; Hooshmand Bagheri Qarahbolagh; Mohsen Eynali
Abstract
The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing ...
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The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing Company's Instagram page. Afterwards, 238 users of Majid Company's products that were active on the social network Instagram and were exposed to the company's advertising were surveyed through a questionnaire and using the available sampling method as a statistical sample. The purpose of this study is descriptive and survey research. Data were collected using a 16-item standard questionnaire with 5 Likert options and Structural equations’ modeling was used to analyze research data with Smart-PLS3 software. The results indicate that advertising informativeness, social role and image and creativity have a positive and significant effect on the attitude towards social media advertising. Finally, there was a positive and significant relationship between attitude toward social media advertising and purchase intention. Therefore, the more people's attitude toward internet advertising, the greater their motivation to search for information. In other words, people's attitude is an introduction to people's response to advertising and subsequently their intention to buy.
rasool nazari; majid tahami
Volume 2, Issue 1 , November 2014, , Pages 51-58
Abstract
The aim of this study was to investigate the relationship between creativity and communication skills of athletic directors. Therefore, this descriptive and correlation field study has been conducted. The statistical population was 2000 people of sports managers from Isfahan city and it was based on ...
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The aim of this study was to investigate the relationship between creativity and communication skills of athletic directors. Therefore, this descriptive and correlation field study has been conducted. The statistical population was 2000 people of sports managers from Isfahan city and it was based on Cohen (2000) table’s that 322 students were selected by stratified random sampling. In order to collect information two questionnaires such as creative and communication skills were used. The test-retest reliability study tools with Cronbach's alpha coefficients; were computed as 0.81 and 0.82, respectively. Face validity and content validity of the questionnaires were assessed by ten experts in sport management. Accordingly, the questionnaires were approved by a coefficient of 0.85. The results of the correlation coefficient, independent t-test, one sample t and F test were analyzed. The results showed that creativity and communication skills among athletic directors was in the average level. In contrast, directors' creative verbal skills and auditory feedback were positive and significant. It seems creativity and good communication skills as indicators of qualifying conditions to be considered in management positions to efficiently and effectively executive's management sport organizations.