تحلیلی بر نقش برخی متغیرهای منتخب انسانی و رسانه‌ای بر سودمندی درک شده از تبلیغات توصیه‌ای الکترونیکی مربیان آنلاین

مرادی نیکنام, امیر; کشکر, سارا

doi:10.30473/jsm.2025.73870.1953

تحلیلی بر نقش برخی متغیرهای منتخب انسانی و رسانه‌ای بر سودمندی درک شده از تبلیغات توصیه‌ای الکترونیکی مربیان آنلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه علامه طباطبایی، تهران، ایران.

² استاد، گروه مدیریت ورزشی، دانشگاه علامه طباطبایی، تهران، ایران.

10.30473/jsm.2025.73870.1953

چکیده

تحقیق حاضر باهدف تحلیلی بر نقش برخی متغیرهای منتخب انسانی و رسانه‌ای بر سودمندی درک شده از تبلیغات توصیه‌ای الکترونیکی مربیان آنلاین طراحی و اجرا گردید. تحقیق حاضر از نوع تحقیقات توصیفی می‌باشد که از منظر هدف، جز تحقیقات کاربردی می‌باشد که به‌صورت میدانی انجام گردید. روش تحقیق حاضر ازنظر روش گردآوری داده‌ها، پیمایشی می‌باشد. جامعه آماری این پژوهش شامل ورزشکاران آنلاین فعال در شبکه‌های اجتماعی بود که در زمینه‌های مختلف ورزشی فعالیت داشتند. مطابق با فرمول حجم نمونه کوکران در شرایط نامشخص بودن حجم جامعه تعداد ۳۸۴ نفر مشخص گردید. این تعداد نمونه به دلیل محدودیت‌های زمانی و منابع، به‌طور تصادفی از میان ورزشکاران آنلاین در شبکه‌های اجتماعی اینستاگرام و یوتیوب انتخاب شدند. انتخاب نمونه به‌صورت خوشه‌ای انجام‌شده و مربیان از مناطق مختلف جغرافیایی و با زمینه‌های مختلف آموزشی در نظر گرفته شدند تا تنوع در نمونه‌گیری حفظ شود. ابزار گردآوری اطلاعات در تحقیق حاضر پرسشنامه‌های استاندارد بود. در تحقیق حاضر از آمار توصیفی و استنباطی استفاده گردید. در بخش آمار توصیفی از میانگین و انحراف استاندارد استفاده گردید. همچنین جهت بررسی عوامل تحقیق از روش معادلات ساختاری استفاده گردید. کلیه روند تجزیه‌وتحلیل داده‌های پژوهش حاضر در نرم‌افزارهای SPSS و PLS انجام شد. مطابق با نتایج مشخص گردید که با توجه به میزان تی روابط مشخص گردید که تمامی روابط تحقیق به علت بالاتر بودن سطح تی از ۹۶/۱ معنادار می‌باشد.

کلیدواژه‌ها

موضوعات

رسانه های ورزشی

عنوان مقاله [English]

An Analysis of the Role of Selected Human and Media Variables on the Perceived Usefulness of Electronic Word-of-Mouth Advertising by Online Coaches

نویسندگان [English]

Amir Moradi Niknam ¹
Sara Kashkar ²

¹ Ph.D Student, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran.

² Professor, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran.

چکیده [English]

The present study aimed to analyze the role of selected human and media variables on the perceived usefulness of electronic word-of-mouth (e-WOM) advertising by online coaches. This study used a survey method to collect data. The statistical population included online athletes active in social media who were active in various sports disciplines. According to Cochran’s sample size formula for an unknown population, the sample size was determined as 384 people. Sampling was carried out using the cluster sampling method, and coaches were selected from different geographic areas and with diverse educational backgrounds to ensure diversity. Standardized questionnaires were used as the data collection tool. Both descriptive and inferential statistics were used. Mean and standard deviation were used in the descriptive section. Structural equation modeling (SEM) was used to examine the research factors. All data analyses were performed using SPSS and PLS software. The results showed that all relationships in this study were statistically significant at a level greater than 0.01 (t ≥ 1.96). The findings indicated that professional growth had a positive and significant effect (β = 0.387) on the perceived usefulness of e-WOM advertising. In addition, personal development efforts played a major role in explaining perceived usefulness with a path coefficient of 0.770. These results indicate that human and media variables play a critical and influential role in increasing the perception and effectiveness of e-WOM advertising for online coaches. It is essential to consider these factors in developing and improving advertising strategies.

کلیدواژه‌ها [English]

Human Resources
Media
Advertising
Usefulness

مراجع

Al-Sharafi, M. A., Al-Emran, M., Al-Qaysi, N., Iranmanesh, M., & Ibrahim, N. (2024). Drivers and barriers affecting metaverse adoption: A systematic review, theoretical framework, and avenues for future research. International Journal of Human–Computer Interaction, 40(22), 7043-7064. DOI: https://www.tandfonline.com/doi/abs/10.1080/10447318.2023.2260984.

Bastos, M., Naranjo-Zolotov, M., & Aparício, M. (2024). Binge-watching Uncovered: Examining the interplay of perceived usefulness, habit, and regret in continuous viewing. Heliyon, 10(6). 1-11. DOI: https://www.cell.com/heliyon/fulltext/S2405-8440(24)03879-9

Curras-Perez, R., Ruiz-Mafe, C., & Sanz-Blas, S. (2014). Determinants of user behaviour and recommendation in social networks: An integrative approach from the uses and gratifications perspective. Industrial Management & Data Systems, 114(9), 1477-1498. DOI: https://www.emerald.com/insight/content/doi/10.1108/imds-07-2014-0219/full/html.

Geng, S., Yang, P., Gao, Y., Tan, Y., & Yang, C. (2021). The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust. Computers in human behavior, 122, 106834.DOI:https://doi.org/10.1016/j.chb.2021.106834.

Horrich, A., Ertz, M., & Bekir, I. (2024). The effect of information adoption via social media on sustainable consumption intentions: The moderating influence of gender. Current Psychology, 43(18), 16349-16362. DOI: https://link.springer.com/article/10.1007/s12144-023-05526-9.

Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. DOI: https://doi.org/10.1016/j.ijinfomgt.2016.01.001.

Leong, L. Y., Hew, T. S., Ooi, K. B., Hajli, N., & Tan, G. W. H. (2024). Revisiting the social commerce paradigm: The social commerce (SC) framework and a research agenda. Internet Research, 34(4), 1346-1393. DOI:10.1108/intr-08-2022-0657/full/html.

Ling, E. C., Tussyadiah, I., Tuomi, A., Stienmetz, J., & Ioannou, A. (2021). Factors influencing users' adoption and use of conversational agents: A systematic review. Psychology & marketing, 38(7), 1031-1051. DOI: https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21491.

Kim, H., & Park, M. (2024). When digital celebrity talks to you: how human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements. Journal of Retailing and Consumer Services, 76, 103-111. DOI: https://doi.org/10.1016/j.jretconser.2023.103581.

Mican, D., & Sitar, D. A. (2024). The effect of perceived usefulness of recommender systems and information sources on purchase intention. Kybernetes, 53(7), 2301-2321. DOI: https://www.emerald.com/insight/content/doi/10.1108/k-08-2022-1145/full/html.

Nasiri, A. R., Shahangian, S. A., Kerachian, R., & Zobeidi, T. (2024). Exploring socio-psychological factors affecting farmers' intention to choose a low-water-demand cropping pattern for water resources conservation: Application of the health belief model. Agricultural Water Management, 295, 108-118. DOI: https://www.sciencedirect.com/science/article/pii/S0378377424001033.

Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments? Telematics and informatics, 64, 101687. DOI: https://doi.org/10.1016/j.tele.2021.101687.

Pham, A. D., Nguyen, H. N., Le, T. T., Nguyen, H. K., Khuat, H. T., Phan, H. T., & Vu, H. T. (2024). Young consumers’ impulse buying tendency on social media: An empirical analysis in Vietnam in light of the LST theoretical perspective. Young Consumers, 4, 12-23. DOI: https://www.emerald.com/insight/content/doi/10.1108/yc-07-2023-1785/full/html.

Rathi, S. K., Keswani, B., Saxena, R. K., Kapoor, S. K., Gupta, S., & Rawat, R. (Eds.). (2024). Online Social Networks in Business Frameworks. John Wiley & Sons. DOI: https://books.google.com/books?hl=en&lr=&id.

Setyani, V., Zhu, Y. Q., Hidayanto, A. N., Sandhyaduhita, P. I., & Hsiao, B. (2019). Exploring the psychological mechanisms from personalized advertisements to urge to buy impulsively on social media. International Journal of Information Management, 48, 96-107. DOI: https://doi.org/10.1016/j.ijinfomgt.2019.01.007.

Sharma, M., Kaushal, D., Joshi, S., Kumar, A., & Luthra, S. (2024). Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal. Journal of Cleaner Production, 447, 114- 121. DOI: https://doi.org/10.1016/j.jclepro.2024.141121.

Shin, S. I., Hall, D., Lee, K. Y., & Han, S. (2024). Exploring satisfaction with social networking sites through the lens of fan page visiting: uncertainty reduction and general systems theory perspective. Information Technology & People, 37(1), 399-421. DOI: https://www.emerald.com/insight/content/doi/10.1108/itp-12-2020-0897/full/html.

Song, B. L., Liew, C. Y., Sia, J. Y., & Gopal, K. (2021). Electronic word-of-mouth in travel social networking sites and young consumers’ purchase intentions: an extended information adoption model. Young Consumers, 22(4), 521-538. DOI: https://www.emerald.com/insight/content/doi/10.1108/yc-03-2021-1288/full/html.

Yap, S. F., & Gaur, S. S. (2016). Integrating functional, social, and psychological determinants to explain online social networking usage. Behaviour & Information Technology, 35(3), 166-183. DOI: https://www.tandfonline.com/doi/abs/10.1080/0144929X.2015.1035336.

Yin, X., Li, J., Si, H., & Wu, P. (2024). Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps. Journal of Retailing and Consumer Services, 76, 103572. DOI:https://doi.org/10.1016/j.jretconser.2023.103572

Zhang, H., Wang, Z., Chen, S., & Guo, C. (2019). Product recommendation in online social networking communities: An empirical study of antecedents and a mediator. Information & Management, 56(2), 185-195. DOI: https://doi.org/10.1016/j.im.2018.05.001.

Zhu, D. H., Chang, Y. P., Luo, J. J., & Li, X. (2014). Understanding the adoption of location-based recommendation agents among active users of social networking sites. Information Processing & Management, 50(5), 675-682. DOI: https://doi.org/10.1016/j.ipm.2014.04.010.