The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19
Purpose: Consumer attitude towards advertising is one of the effective indicators of advertising effectiveness; the consumer's cognitive ability towards advertising appears in their thoughts and feelings and consequently will affect their acceptance of advertising. The present study investigate...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Alzahra University
2023-01-01
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| Series: | Sports Business Journal |
| Subjects: | |
| Online Access: | https://sbj.alzahra.ac.ir/article_6912_75b8bcffabac73b659cb6cb5b198fa6b.pdf |
| _version_ | 1797774627811885056 |
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| author | Mahboub Sheikhalizadeh Zahra Soltani |
| author_facet | Mahboub Sheikhalizadeh Zahra Soltani |
| author_sort | Mahboub Sheikhalizadeh |
| collection | DOAJ |
| description | Purpose: Consumer attitude towards advertising is one of the effective indicators of advertising effectiveness; the consumer's cognitive ability towards advertising appears in their thoughts and feelings and consequently will affect their acceptance of advertising. The present study investigated the impact of Instagram advertising on the advertisement's acceptance in the Covid-19 pandemic course in sports clubs’ customers.Methodology: The research method is descriptive correlation and survey in data collection. A total of 273 customers of sports clubs completed the following questionnaires: a combination of questionnaires for Instagram advertising, Taylor & Todd's Attitude to advertising questionnaire (2002), and the Merisavo advertisements acceptance questionnaire (2007). Structural equation modeling based on the partial least squares was used to analyze the data.Findings: The results showed that the modified model had a good fit (GOF=0.717). We indicated that Instagram advertising and its components (Entertainment, Interaction, new and Up-to-date, and Usefulness) positively and significantly affect customers' attitudes and acceptance of advertisement. Also, the attitude towards advertising as a mediating variable significantly affects advertisement acceptance (P=0.001).Originality: In this article, we examine the modeling of Instagram advertising in the sports industry using structural equation modeling (SEM). |
| first_indexed | 2024-03-12T22:23:56Z |
| format | Article |
| id | doaj.art-9a81841b1b1a45bda8447de414f19116 |
| institution | Directory Open Access Journal |
| issn | 2783-543X 2783-4174 |
| language | English |
| last_indexed | 2024-03-12T22:23:56Z |
| publishDate | 2023-01-01 |
| publisher | Alzahra University |
| record_format | Article |
| series | Sports Business Journal |
| spelling | doaj.art-9a81841b1b1a45bda8447de414f191162023-07-22T21:01:22ZengAlzahra UniversitySports Business Journal2783-543X2783-41742023-01-0131536610.22051/sbj.2023.42103.10606912The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19Mahboub Sheikhalizadeh0Zahra Soltani1Assistant Professor, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.M.A in Sport Management, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.Purpose: Consumer attitude towards advertising is one of the effective indicators of advertising effectiveness; the consumer's cognitive ability towards advertising appears in their thoughts and feelings and consequently will affect their acceptance of advertising. The present study investigated the impact of Instagram advertising on the advertisement's acceptance in the Covid-19 pandemic course in sports clubs’ customers.Methodology: The research method is descriptive correlation and survey in data collection. A total of 273 customers of sports clubs completed the following questionnaires: a combination of questionnaires for Instagram advertising, Taylor & Todd's Attitude to advertising questionnaire (2002), and the Merisavo advertisements acceptance questionnaire (2007). Structural equation modeling based on the partial least squares was used to analyze the data.Findings: The results showed that the modified model had a good fit (GOF=0.717). We indicated that Instagram advertising and its components (Entertainment, Interaction, new and Up-to-date, and Usefulness) positively and significantly affect customers' attitudes and acceptance of advertisement. Also, the attitude towards advertising as a mediating variable significantly affects advertisement acceptance (P=0.001).Originality: In this article, we examine the modeling of Instagram advertising in the sports industry using structural equation modeling (SEM).https://sbj.alzahra.ac.ir/article_6912_75b8bcffabac73b659cb6cb5b198fa6b.pdfads acceptanceattitude towards advertisingentertainmentsports clubssports customer |
| spellingShingle | Mahboub Sheikhalizadeh Zahra Soltani The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 Sports Business Journal ads acceptance attitude towards advertising entertainment sports clubs sports customer |
| title | The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 |
| title_full | The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 |
| title_fullStr | The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 |
| title_full_unstemmed | The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 |
| title_short | The Effect of Instagram Advertising on the Advertisements Acceptance of Sports Customers during the COVID-19 |
| title_sort | effect of instagram advertising on the advertisements acceptance of sports customers during the covid 19 |
| topic | ads acceptance attitude towards advertising entertainment sports clubs sports customer |
| url | https://sbj.alzahra.ac.ir/article_6912_75b8bcffabac73b659cb6cb5b198fa6b.pdf |
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