تاثیر تبلیغات در شبکه های اجتماعی پرمخاطب بر پذیرش تبلیغات و قصد حضور مشتریان در باشگاه های ورزشی شهر اردبیل
محورهای موضوعی : بازاریابی ورزشی
ساجد پورحسن
1
*
,
محبوب شیخعلی زاده
2
,
یعقوب برزگر
3
1 - گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
2 - گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
3 - گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
کلید واژه: تبلیغات در شبکه های اجتماعی, پذیرش تبلیغات, قصد حضور, باشگاه های ورزشی,
چکیده مقاله :
هدف: هدف تحقیق حاضر، بررسی تاثیر تبلیغات در شبکه های اجتماعی پرمخاطب بر پذیرش تبلیغات و قصد حضور مشتریان در باشگاه های ورزشی شهر اردبیل می باشد. روش شناسی: 273 نفر از مشتریان باشگاه های ورزشی در شهر اردبیل بصورت داوطلبانه پرسشنامه‌های تبلیغ در شبکه های اجتماعی شیخعلی زاده (1402)، پذیرش تبلیغات مریساوو و همکاران (2007) و قصد حضور چو و همکاران (2013) را تکمیل نمودند. برای تحلیل داده ها از مدل سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی(PLS-SEM) در نرم افزار Smart PLS استفاده شد. یافته‌ها: نتايج تحلیل مدل نشان داد که مدل ارائه شده از برازش مناسب برخوردار است (304/0=GOF). تبلیغ در شبکه های اجتماعی بر پذیرش تبلیغات و قصد حضور مشتریان ورزشی تاثیر مثبت و معناداري دارد. تبلیغ در شبکه های اجتماعی از طریق متغیر پذیرش تبلیغات بر قصد حضور مشتریان ورزشی تاثیر مثبت و معناداری دارد (01/0= Sig؛ 206/0=β). نتیجه گیری: می توان گفت که کاربران می‌توانند از طریق شبکه های اجتماعی به طور فعال با محتوا درگیر شوند و بازخورد خود را به اشتراک بگذارند. این شیوه بازاریابی نه تنها دقت هدف‌گیری و شخصی‌سازی در تبلیغات را افزایش داده، بلکه نحوه درک و تعامل مصرف‌کنندگان با تبلیغات در زندگی روزمره را نیز تغییر داده و رسانه‌های اجتماعی را به یک جزء حیاتی در استراتژی‌های بازاریابی مدرن تبدیل کرده است.
Objective:The purpose of this study is to investigate the effect of advertisements in popular social networks on the acceptance of advertisements and the attendance intention of customers in the sports clubs of Ardabil city. Methodology: 273 sports customers in Aradabil city voluntarily filled out the Sheikhalizadeh advertising in social networks questionnaire (2021), the Merisavo Ads acceptance questionnaire (2007) and the Chow et al attendance intention (2013). Structural equation modeling based on the partial least squares (PLS-SEM) in software Smart PLS was used to analyze the data. Results:The results showed that the proposed model hag good fit (GOF=0.304). The results showed that the advertisements in social networks has a positive and significant effect on the acceptance of advertisements and attendance intention. Advertisements in social networks has a positive and significant effect on attendance intention through moderation role of the acceptance of advertisements (β= 0.206 Sig= 0.01). Conclusion: It can be said that users can actively engage with content and share their feedback through social networks. This marketing approach has not only increased the accuracy of targeting and personalization in advertising, but has also changed how consumers perceive and interact with advertisements in their daily lives, making social media a vital component of modern marketing strategies.
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