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اثر تبلیغات تصویری در ارزیابی پیام‌های بازاریابی ورزشی مرتبط با علت

نوع مقاله : مقاله پژوهشی

نویسندگان

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

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

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
مهر 1403
صفحه 153-134
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  • تاریخ دریافت: 03 بهمن 1401
  • تاریخ بازنگری: 12 خرداد 1402
  • تاریخ پذیرش: 28 خرداد 1402
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