The Effect of Advertising of Sports Clubs on the Instagram Social Network on the Behavior of Sports Customers

Document Type : Original Article

Authors

1 Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran

2 Associate Professor, Department of Sport Management, Manisa Celal Bayar University, Manisa, Turkey.

3 M.A Sport Management, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.

10.22034/jmbs.2023.184895

Abstract

Purpose: The present study aimed at investigating the effect of advertising of sports clubs on the Instagram social network on the behavior of sports customers. Method: The research method was descriptive-correlation. 273 customers of sports clubs in Ahar-Iran city voluntarily filled out the researcher-made questionnaire of advertising on Instagram social networks and the Merisavo advertisements acceptance questionnaire (2007). Multiple linear regression was used to analyze the data. Findings: The results revealed that advertising on Instagram social networks has a significant positive influence on the behavior of sports customers, and the behavior of sports customers has been affected by 74.7% by the components of social media advertising (entertainment, interaction, new and up-to-dateness, usefulness). Conclusion: If the advertisement in social networks is favorable and suitable, the attitude of customers towards the services of sports clubs becomes positive, and as a result, the acceptance of advertisements is done easily and can influence the behavior of sports customers in order to reappearance.

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Main Subjects

journal of motor and behavioral sciences
Volume 6, Issue 2
January 2024
Pages 89-94

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