The effect of online advertising on customers' willingness to buy sports goods in social media (a case study of physical education students of Shahrekord University)

Poster Presentation
Paper ID : 1173-SSRC
Authors
1Master's student, Physical Education and Sports Sciences, Faculty of Literature and Humanities, Shahrekord University،shahrekord, Iran
2Assistant Professor, Physical Education and Sports Sciences, Faculty of Literature and Human Sciences, Shahrekord University,shahrekord. Iran
3Assistant Professor, Physical Education and Sports Sciences, Faculty of Literature and Human Sciences, Shahrekord University,shahrekord.Iran
4physical education-faculty of literature and humanities-shahrekord university-shahrekord-iran
Abstract
General Introduction: Today, the increasing growth of social media among people has provided a suitable platform for modern marketing, and many people spend their free time on social networks. and exchange content. Kaplan, A.M. & Haenlein, M. (2011). Social media platforms are a new channel where people and organizations can interact with each other in commercial, social, political and educational interactions and exchange information, ideas, products and services.Hawkins and Velzeng (2014). So that this effect of social media among customers requires paying attention to customer behavior and managing the relationship with it, according to this implementation of advertising in social media and how it affects the buying behavior of customers is one of the important challenges in The field of marketing has become in the virtual space.
Methodology: In terms of the purpose of this research, it is an applied research and in terms of the method of data collection, it is descriptive and correlational, which was carried out in the field, and a standard questionnaire of 31 questions was used to collect data. Shahrekord University, who were members of at least one of the social media such as Instagram, Telegram, WhatsApp, Rubika, according to Morgan's table, 238 students were selected as a sample to analyze the data using structural equation model and AMOS software, the conceptual model of the research was approved and It showed that the factors of interaction, hedonic motivation, expected performance, habit, and awareness have a significant effect on the buying intention of sports goods customers.
Havantij's findings: According to the results of the structural part of the research model, it was shown that the standardized effect coefficients of interaction structures (0.728), hedonic motivation (0.282), expected performance (0.328), habit (0.383) ), partial awareness (0.431), has a significant effect on the desire of customers to buy sports goods. Therefore, it is suggested to maintain interaction, create motivation and awareness to customers about the products offered on social networks, and provide them with confidence and return to buy them again.
Keywords