تاثیر تبلیغات در شبکه های اجتماعی پرمخاطب بر پذیرش تبلیغات و قصد حضور مشتریان در باشگاه های ورزشی شهر اردبیل
الموضوعات :
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
الکلمات المفتاحية: تبلیغات در شبکه های اجتماعی, پذیرش تبلیغات, قصد حضور, باشگاه های ورزشی,
ملخص المقالة :
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.
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