نشریه مدیریت ورزشی

اثر تبلیغات تصویری در ارزیابی پیام‌های بازاریابی ورزشی مرتبط با علت

نوع مقاله : مقاله پژوهشی

نویسندگان

سردار محمدی
محمد کاظم عظمی
مجتبی قاسمی سیانی

گروه تربیت بدنی و علوم ورزشی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران

https://doi.org/10.22059/jsm.2023.354137.3106
چکیده
مقدمه: هدف از تحقیق حاضر بررسی اثر تبلیغات تصویری در ارزیابی پیام‌های بازاریابی ورزشی مرتبط با علت بود. جامعۀ آماری تحقیق، دانشجویان دختر و پسر کارشناسی و کارشناسی ارشد و دکتری تربیت ‌بدنی دانشگاه کردستان که از اینستاگرام استفاده می‌کردند، بودند. نمونۀ آماری در مجموع 140 نفر از دانشجویان انتخاب شد و از روش نمونه‌گیری تصادفی ساده برای جمع‌آوری داده‌ها استفاده شد.
روش پژوهش: روش پژوهش، نیمه‌تجربی و از نوع طرح فاکتوریل 2*2 بود. به‌منظور اندازه‌گیری متغیرهای نگرش و قصد مشارکت نسبت به بازاریابی ورزشی مرتبط با علت از پرسشنامه، و برای تحلیل داده‌ها از روش‌های آمار توصیفی (فراوانی، درصد، میانگین) و استنباطی (آنووا) استفاده شد.
یافته‌ها: یافته‌های تأثیرات اصلی تحقیق نشان داد تفاوتی بین دو نوع پیام مشارکت در علت و علت اجتماعی بر نگرش افراد در زمینۀ بازاریابی ورزشی مرتبط با علت وجود ندارد، اما تفاوت معنا‌داری بین پیام مشارکت در علت و علت اجتماعی بر قصد مشارکت نسبت به بازاریابی مرتبط با علت وجود دارد. همچنین نتایج نشان داد نوع تصویر تبلیغاتی (علت‌محور/ محصول‌محور) در این زمینه به‌عنوان تعدیلگر تأثیری بر انواع پیام (مشارکت در علت/ علت اجتماعی) روی نگرش و قصد مشارکت نسبت به بازاریابی ورزشی مرتبط با علت ندارد.
نتیجه‌گیری: بر این اساس، پیشنهاد می‌شود بازاریابان و مدیران ورزشی با توجه به نوع محصولی که ارائه می‌دهند، پیام‌های متنی تبلیغاتی خود را در قالب بنر یا در مجلات مختلف ورزشی و غیرورزشی در مکان‌های مختلف تبلیغ کنند و از هدر دادن وقت خود روی تصویر تبلیغاتی در جهت تحریک احساسات مصرف‌کنندگان برای نشان دادن مسئولیت اجتماعی شرکت جلوگیری کنند.

کلیدواژه‌ها

بازاریابی ورزشی مرتبط با علت
پیام مشارکت در علت
تصویر محصول محور
تصویر علت‌محور
قصد مشارکت
موضوعات

عنوان مقاله English

The Effect of Visual Advertisements on the Evaluation of the Messages in Cause-Related Sport Marketing

نویسندگان English

Sardar Mohammadi
Mohammad Kazem Azami
Mojtaba Ghasemi Siani
Department of Physical Education and Sports Science, University of Kurdistan, Iran
چکیده English

Introduction: The purpose of the present research was to investigate the effect of visual advertisements on the evaluation of the messages in cause-related sport marketing. The statistical population of the research was all students of University of Kurdistan in Iran, and a total of 140 students were selected as a statistical sample for data collection using simple random sampling method.
Methods: The research method was semi experimental and 2x2 factorial designs. In order to measure the variables of attitude and intention to participate in sports-related marketing, a questionnaire was used and descriptive statistics and inferential method (ANOVA) were used to analyze the data
Results: The findings showed that there is no difference between the two types of messages, in terms of their effect on people's attitudes towards cause-related sport marketing, but there is a significant difference between the effect of the messages of participation in the cause and social cause on the intention to participate in cause-related marketing.
Conclusion: the results showed that the type of advertising image (cause-oriented / product-oriented) in this regard as a moderator has no effect on the influence of the type of message (participation in a cause/ social cause) on the attitude and intention to participate in cause-related sport marketing.

کلیدواژه‌ها English

Cause Involvement Message
Cause-Oriented Image
Cause-Related Sport Marketing
Participation Intention
Product-Oriented Image
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نشریه مدیریت ورزشی
دوره 16، شماره 3
پاییز 1403
صفحه 153-134

  • تاریخ دریافت 03 بهمن 1401
  • تاریخ بازنگری 12 خرداد 1402
  • تاریخ پذیرش 28 خرداد 1402

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