Payame Noor University Communication Management in Sport Media 2345-5578 12 3 2025 04 21 The impact of social media on the process of using augmented reality shopping applications by customers of sports products in Iran The impact of social media on the process of using augmented reality shopping applications by customers of sports products in Iran 131 152 10983 10.30473/jsm.2024.70871.1853 FA Rezgar Pourmarouf Msc Student, Department of Marketing Management in Sport, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran. Ali Afrouzeh Assistant Professor, Department of Sport and Media Management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran. Mohammad Pourkiani Assistant Professor Department of Sport and Media Management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran Journal Article 2024 03 19 In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications. In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications. https://sportmedia.journals.pnu.ac.ir/article_10983_d313022c02cd16ea2215e527ca909963.pdf