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Karimi, Ali, Akbari, Peyman. (1402). The Factors Affecting the Development of Advertising through Social Media to Influence the Sport Product Customers’ Behavior Intentions. جلوه هنر, 4(1), 63-85. doi: 10.22051/sbj.2024.43939.1099
Ali Karimi; Peyman Akbari. "The Factors Affecting the Development of Advertising through Social Media to Influence the Sport Product Customers’ Behavior Intentions". جلوه هنر, 4, 1, 1402, 63-85. doi: 10.22051/sbj.2024.43939.1099
Karimi, Ali, Akbari, Peyman. (1402). 'The Factors Affecting the Development of Advertising through Social Media to Influence the Sport Product Customers’ Behavior Intentions', جلوه هنر, 4(1), pp. 63-85. doi: 10.22051/sbj.2024.43939.1099
Karimi, Ali, Akbari, Peyman. The Factors Affecting the Development of Advertising through Social Media to Influence the Sport Product Customers’ Behavior Intentions. جلوه هنر, 1402; 4(1): 63-85. doi: 10.22051/sbj.2024.43939.1099

The Factors Affecting the Development of Advertising through Social Media to Influence the Sport Product Customers’ Behavior Intentions

Sports Business Journal
مقاله 5، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 63-85    اصل مقاله (1.02 M)
نوع مقاله: Case Study
شناسه دیجیتال (DOI): 10.22051/sbj.2024.43939.1099
نویسندگان
Ali Karimi* 1؛ Peyman Akbari2
1Assistant Professor, Department of Sports Management, Payame Noor University, Tehran, Iran
2Assistant Professor of Department of Public Management, Payame Noor University Tehran, Iran.
چکیده
Purpose: Social media has influenced individuals' need for interpersonal interactions. The study was conducted to identify and prioritize the factors affecting advertising development through social media to control customers' intentions for sports products.
Methodology: The research method (in the qualitative part of the Delphi method and the quantitative descriptive-analytical part). The statistical population of the qualitative section included all media management specialists and sports marketers, and in the quantitative section, there were athletes of different sports (N = 1600). Sampling was also purposeful and accessible. The study tool was a semi-structured interview and a researcher-made questionnaire derived. Systematic coding and confirmatory factor analysis with SPSS24 and Amos25 software have been used to analyze the data.
Findings: If marketers want to change people's mindsets, advertising messages should be clear about the product's benefits and examine customers' characteristics. This causes consumers to change their existing beliefs. Based on the results of the factors affecting the development of advertising through social media to influence customers' behavior intentions for sports products, priority includes individual factors, branding, accreditation, and structural factors.
Originality: In this article, we examine the modeling of advertising development through social media to influence customers’ behavioral intentions for sports products using structural equation modeling (SEM).
کلیدواژه‌ها
Awareness؛ Branding؛ Communication؛ Customers’ Interactions؛ Economic Development؛ Marketing
عنوان مقاله [English]
عوامل موثر بر توسعه تبلیغات از طریق رسانه‌های اجتماعی برای تاثیرگذاری برنیات رفتاری مشتریان محصولات ورزشی
نویسندگان [English]
علی کریمی1؛ پیمان اکبری2
1استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.
2استادیار گروه مدیریت دولتی، دانشگاه پیام نور تهران، ایران.
چکیده [English]
هدف: رسانه‌های اجتماعی بر نیاز افراد به تعاملات بین فردی تأثیر گذاشته است. پژوهش حاضر با هدف شناسایی و اولویت‌بندی عوامل موثر بر توسعه تبلیغات از طریق رسانه‌های اجتماعی و به منظور تاثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی انجام شد.
روش: روش پژوهش آمیخته (در بخش کیفی روش دلفی و در بخش کمی توصیفی- تحلیلی) بود. جامعه آماری بخش کیفی شامل کلیه متخصصان مدیریت رسانه‌ها و بازاریابان ورزشی و در بخش کمی ورزشکاران رشته‌های مختلف ورزشی (1600 =N) بودند. نمونه‌گیری نیز به صورت هدفمند و در دسترس انجام شد. ابزار پژوهش، مصاحبه نیمه ساختار یافته و پرسشنامة محقق ساخته بود. جهت تجزیه و تحلیل داده‌ها از کدگذاری سیستماتیک و تحلیل عاملی تأییدی با نرم‌افزار SPSS نسخه 24 و Amos  نسخه 25 استفاده شده است.
یافته‌ها: چنانچه بازاریابان بخواهند که ذهنیت افراد را تغییر دهند، پیام‌های تبلیغاتی باید بسیار صریح و روشن مزایای محصول را شرح دهد و ویژگی‌های فردی مشتریان را مورد بررسی قرار دهد. این سبب می‌گردد مصرف کنندگان باورهای خود را تغییر دهند. بر اساس نتایج عوامل موثر بر توسعه تبلیغات از طریق رسانه‌های اجتماعی به‌منظور بررسی تاثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی به ترتیب اولویت شامل عوامل فردی، برندسازی و اعتباربخشی، عوامل ساختاری است.
اصالت و ابتکار مقاله: در این مقاله به بررسی مدل‌سازی توسعه تبلیغات از طریق رسانه‌های اجتماعی، به منظور تأثیرگذاری بر نیات رفتاری مشتریان محصولات ورزشی با استفاده از مدل‌سازی معادلات ساختاری پرداخته شد.
کلیدواژه‌ها [English]
آگاهی, بازاریابی, برندسازی, ارتباطات, تعاملات مشتریان, توسعه اقتصادی
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