نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد مدیریت ورزشی، گروه علوم ورزشی، دانشکدة علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

2 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشکدة علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

3 کارشناس ارشد مدیریت ورزشی، گروه علوم ورزشی، دانشکدة علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

چکیده

تحقیق حاضر با هدف تعیین اثربخشی تبلیغات با استفاده از ورزش در شبکه‌های اجتماعی (مورد مطالعه: اینستاگرام) انجام گرفت. این تحقیق از نوع توصیفی- همبستگی است. به این منظور، جامعۀ آماری تحقیق را کاربران ایرانی صفحات ورزشی اینستاگرام تشکیل دادند و کاربران صفحات پوستر فوتبال 1 و 2، چه جذاب، اخبار پرسپولیس، ساینس‌بیس‌فیت و دانشکدۀ علوم ورزشی به‌عنوان نمونة در دسترس انتخاب شدند. تجزیه‌وتحلیل آماری براساس 260 پرسشنامه انجام گرفت. به‌منظور جمع‌آوری داده‌ها از پرسشنامۀ تیلور، لوین و استروتون (2011) استفاده شد. پرسشنامۀ مذکور پس از طی فرایند سه‌مرحله‌ای ترجمه توسط هشت نفر از صاحب‌نظران مورد تأیید محتوایی و صوری قرار گرفت. همچنین از روش تحلیل عاملی تأییدی به‌منظور تعیین اعتبار سازۀ ابزار اندازه‌گیری استفاده شد. پایایی پرسشنامه با استفاده از روش آلفای کرونباخ و ضریب پایایی ترکیبی در حد مطلوب به‌دست آمد. داده‌ها از طریق نرم‌افزار اسمارت پی.ال.اس تجزیه‌وتحلیل شد. به‌منظور تجزیه‌وتحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. این تحقیق شامل هشت مؤلفۀ مستقل است که عبارت‌اند از: سرگرمی، اطلاع‌رسانی، تأثیر همتایان، انطباق برند با خود، تهاجم، نگرانی امنیتی، کیفیت زندگی و زمان سازمان‌یافته. نتایج آزمون نشان داد که از بین این مؤلفه‌ها پنج مورد اول روی مؤلفۀ وابسته- نگرش نسبت به تبلیغات شبکة اجتماعی- اثرگذارند. مؤلفة انطباق برند با خود (350/0) بیشترین تأثیر را بر نگرش نسبت به تبلیغات با استفاده از ورزش داشت. باور بر این است که ورزش همچنان به‌عنوان رسانۀ تأثیرگذار توجه کسب‌وکارهای مختلف را به خود جلب کرده است.
 

کلیدواژه‌ها

عنوان مقاله [English]

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

نویسندگان [English]

  • Hashem Kouzechian 1
  • Marjan Saffari 2
  • Maryam Khalili 3

1 Professor of Sport Management, Department of Sport Sciences, Humanities Faculty, Tarbiat Modares University, Tehran, Iran

2 Assistant Professor of Sport Management, Department of Sport Sciences, Humanities Faculty, Tarbiat Modares University, Tehran, Iran

3 MSc of Sport Management, Department of Sport Sciences, Humanities Faculty, Tarbiat Modares University, Tehran, Iran

چکیده [English]

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.
 

کلیدواژه‌ها [English]

  • Advertising
  • attitude
  • Instagram
  • social networks
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