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

Kouzechian, Hashem; Saffari, Marjan; Khalili, Maryam

doi:10.22059/jsm.2019.275140.2224

Document Type : Research Paper

Authors

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

https://doi.org/10.22059/jsm.2019.275140.2224

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.

Keywords

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Sport Management Journal

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

References

References

Volume 13, Issue 1
May 2021
Pages 257-275

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

References

References

Volume 13, Issue 1May 2021Pages 257-275

Volume 13, Issue 1
May 2021
Pages 257-275