Communication Management in Sport Media

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The Effect of Instagram Advertising Indices on the Immediate and Hidden Behavioral Response of Sporting Goods Consumers

Document Type : Research Paper

Authors

1 Ph.D. Student in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran

2 M. A. in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran

3 Professor in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran

4 Ph.D. Student in Sports Management, Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran

Abstract

 The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and hidden behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market who areusing Instagram. 341 questionnaires were used. Data analysis was performed using Smart-PLS software. The results showed that tendency index with 0.32 had the most effect on immediate behavioral responses and knowledge with 0.24, awareness with 0.216 and persuasion with 0.156 had the most effect on behavioral responses, while persuading with 0.284 had the most effect on hidden behavioral responses and awareness with 0.268, tendency with 0.244 and knowledge with 0.22 had effect on hidden behavioral responses, respectively. Expressing the benefits, added value, potential benefits of purchasing a product on Instagram and displaying product consumption by celebrities, such as heroes and artists, promotes sports marketing on Instagram, enhancing consumer interest and persuading consumers to shop and creativity in advertising can affect this relationship. Interacting and engaging through social media greatly facilitates the process of creating a stable intimate relationships between the company, its products and customers and it causes immediate and hidden positive behaviors such as transferring information and posts, interacting, and ultimately it leads to consumer purchasing behavior

Keywords

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Communication Management in Sport Media
Volume 7, Issue 4 - Serial Number 28
March 2020
Pages 65-78
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History
  • Receive Date: 29 February 2020
  • Revise Date: 14 March 2020
  • Accept Date: 12 April 2020
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