Presentation a Model of the Impact of Internet Advertising on Use of Services

Freydoni, Masoud

Document Type : Research Paper

Author

Masoud Freydoni

Ph.D. Student of Sport Management,Mazandaran University

Abstract

The main objective of the study was to investigate the impact of Internet advertisement on Use of services for Gym in Tehran. The current study was descriptive and functional that was done as a field survey. The study population included all users of sports and fitness centers in Tehran that cluster sampling method was used. For measuring Internet advertisement, and Use of services, the questionnaire designed by the research group was used. Face and content validity was confirmed by academic experts and Cronbach's alpha coefficient showed acceptable reliability to the research questions. Data were analyzed using structural equation modeling with LISREL 8.80 software. Structural equation analysis on the proposed model showed that the model fit was good and acceptable. Given that one of the ways to attract customers is through advertising in the Internet, the findings of this study indicate Bodybuilding Clubs to change customers' attitudes and use of services of the Clubs should pay attention to advertisements in the mass media since they are highly attended by customers.

Keywords

20.1001.1.23455578.1397.5.4.6.0

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Presentation a Model of the Impact of Internet Advertising on Use of Services

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Volume 5, Issue 4 - Serial Number 20July 2018Pages 79-88

Volume 5, Issue 4 - Serial Number 20
July 2018
Pages 79-88