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
Subject Areas : Sport Marketing
sajed pourhassan
1
*
,
محبوب شیخعلی زاده
2
,
Yagob Barzgar
3
1 - Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
2 - Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
3 - Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
Keywords: Advertisements in Social Networks, Acceptance of Advertisements, attendance Intention, Sports Clubs,
Abstract :
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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