The Effectiveness of Advertising through Sport in Social Networks (Case Study: Instagram)

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KOOZECHIAN HASHEM; Saffari Marjan; KHALILI MARYAM

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Journal Paper

Paper Information

Journal: Sport Management Journal Year:2021 | Volume:13 | Issue:1 Page(s): 257-275

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Information Journal Paper

Title

The Effectiveness of Advertising through Sport in Social Networks (Case Study: Instagram)

Author(s)

KOOZECHIAN HASHEM | Saffari Marjan | KHALILI MARYAM | Issue Writer Certificate

Keywords

AdvertisingQ1

attitudeQ2

InstagramQ1

social networksQ2

Abstract

The aim of this study was to determine the effectiveness of Advertising through sport in social networks (case study: Instagram). The present study was descriptive-correlation. The statistical population of the study included Iranian users of Instagram sport pages, and users of these pages: posterfootball, posterfutball, chejazab, akhbare_perspolis, science. base. fit and faculty. of. sport. sciences were selected as the sample by convenience sampling method. 260 questionnaires were used for statistical analysis. To collect the data, Taylor, Levin and Strutton (2011) questionnaire was used. The content and content validity of the questionnaire were approved by 8 experts after a three-step process of translation. Confirmatory factor analysis was used to determine the construct validity of this questionnaire. The reliability of the questionnaire was obtained using Cronbach's alpha and composite reliability coefficient was favorable. The data were analyzed using Smart PLS software. Descriptive and inferential statistics were used to analyze the data. This study included eight independent factors: entertainment, informativeness, peer influence, self-brand congruity, invasiveness, privacy concern, quality of life, structured time. The results of the test showed that among these factors, the first 5 ones influenced the dependent factor (attitude towards social network ads). The self-brand congruity factor (0. 350) had the most effect on the attitude toward Advertising through sport. It is believed that sport has continued to attract the attention of various businesses as an influential medium.

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APA: Copy

KOOZECHIAN, HASHEM, Saffari, Marjan, & KHALILI, MARYAM. (2021). The Effectiveness of Advertising through Sport in Social Networks (Case Study: Instagram). SPORT MANAGEMENT (HARAKAT), 13(1 ), 257-275. SID. https://sid.ir/paper/410193/en

Vancouver: Copy

KOOZECHIAN HASHEM, Saffari Marjan, KHALILI MARYAM. The Effectiveness of Advertising through Sport in Social Networks (Case Study: Instagram). SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;13(1 ):257-275. Available from: https://sid.ir/paper/410193/en

IEEE: Copy

HASHEM KOOZECHIAN, Marjan Saffari, and MARYAM KHALILI, “The Effectiveness of Advertising through Sport in Social Networks (Case Study: Instagram),” SPORT MANAGEMENT (HARAKAT), vol. 13, no. 1 , pp. 257–275, 2021, [Online]. Available: https://sid.ir/paper/410193/en

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