تاثیر شخصیت‌های تبلیغاتی در رسانه‌های اجتماعی‌ بر آگاهی از برندهای ورزشی با هدف ایجاد قصد خرید در مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، مؤسسه آموزش عالی سناباد گلبهار، گلبهار، ایران.

2 استادیار، گروه مدیریت ورزشی، مؤسسه آموزش عالی سناباد گلبهار، گلبهار، ایران.

3 استادیار، گروه تربیت بدنی و علوم ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران.

چکیده

برندهای ورزشی همواره بدنبال روش‌های اثربخش تبلیغاتی در رسانه‌ها برای کنترل رفتار خرید مصرف‌کنندگان می‌باشند، لذا هدف از پژوهش حاضر بررسی تاثیر شخصیت‌های تبلیغاتی در رسانه‌های اجتماعی بر آگاهی از برندهای ورزشی با هدف ایجاد قصد خرید در مصرف‌کننده بود. روش پژوهش از نظر ماهیت و هدف از نوع کاربردی و از منظر روش تحلیل داده‌ها از نوع توصیفی همبستگی بود که جمع‌آوری داده‌ها به صورت میدانی انجام شد. جامعه آماری این پژوهش شامل کلیه مصرف‌کنندگان محصولات برندهای ورزشی در شهر مشهد به تعداد نامحدود می‌باشد. نمونه آماری با استفاده از فرمول کوکران با برآورد واریانس نمونه اولیه، تعداد 384 نفر تعیین که به روش نمونه‌گیری در دسترس انتخاب شدند. جمع‌آوری داده‌ها با استفاده از پرسشنامه محقق ساخته شخصیت‌های تبلیغاتی، پرسشنامه استاندارد آگاهی از برند گیل و همکاران (2007) و پرسشنامه استاندارد قصد خرید بک و کینگ (2011) صورت پذیرفت. بعد از تایید روایی صوری، روایی سازه و پایایی ابزار، تحلیل داده‌ها با استفاده از آمار توصیفی و استنباطی انجام شد. یافته‌ها نشان داد که شخصیت‌های تبلیغاتی انسانی، حیوانی، طبیعت و مناظر، اشیاء و ماشین‌آلات،‌ گیاهان و میوه‌ها، تاثیر مستقیم و معناداری از طریق آگاهی برند بر قصد خرید دارند اما متغیر شخصیت تبلیغاتی ساختمان‌ها و سازه‌های نمادین از طریق آگاهی برند تاثیر مستقیم و معناداری بر قصد خرید ندارد. با استفاده از نتایج پژوهش حاضر مسئولین بازاریابی و فروش برندهای ورزشی می‌توانند برای افزایش اثربخشی تبلیغات خود در رسانه‌ها، از شخصیت‌های تبلیغاتی در برندسازی و مدیریت برند خود کمک بگیرند تا در مصرف‌کننده قصد خرید ایجاد کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Advertising Characters in Social Media on Awareness of Sports Brands with the Aim of Creating Purchase Intention in Consumers

نویسندگان [English]

  • Hassan Khorsandi 1
  • Ehsan Asadollahi 2
  • Shahryar Kharazian 3
1 Msc, Department of Sports Management, Senabad Golbahar Institute of Higher Education, Golbahar, Iran
2 Assistant Professor, Department of Sports Management, Sanabad Golbahar Institute of Higher Education, Golbahar, Iran.
3 Assistant Professor, Department of Physical Education and Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
چکیده [English]

Sports brands are always looking for effective methods of advertising in the media to control the buying behavior of consumers, so the purpose of this research was to investigate the effect of advertising Characters in social media on the awareness of sports brands with the aim of creating purchase intention in consumers.The research method was applied in terms of its nature and purpose, and in terms of the data analysis method, it was descriptive-correlation, and data collection was done in the field.The statistical population of this research includes all consumers of sports brand products in the city of Mashhad in an unlimited number.Data collection was done using a researcher-made questionnaire of advertising characters, a standard questionnaire of brand awareness by Gill et al and a standard questionnaire of purchase intention by Beck and King.After confirming face validity,construct validity and instrument reliability, data analysis was done using descriptive and inferential statistics. The findings showed that advertising characters of human, animal, nature and scenery, objects and machines, plants and fruits have a direct and significant effect on purchase intention through brand awareness, but the advertising character variable of symbolic buildings and structures has a direct and significant effect through brand awareness. It has no meaning on the intention to buy. Using the results of the present research,the marketing and sales officials of sports brands can increase the effectiveness of their advertisements in the media, and get help from advertising personalities in branding and managing their brand to create purchase intention in consumers.

کلیدواژه‌ها [English]

  • Advertising Characters
  • Branding
  • Consumer Behavior
  • Purchase Intention
  • Sports Marketing

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  • تاریخ دریافت: 09 مرداد 1402
  • تاریخ بازنگری: 26 اردیبهشت 1403
  • تاریخ پذیرش: 30 اردیبهشت 1403

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