Investigating the effects of advertising features in sports video clips on social networks

The use of new communication technologies, especially virtual social networks in recent decades has entered a new era. Social networks are one of the most influential new communication technologies that have affected all aspects of individual and collective life of users. Therefore, this study was investigating the effects of advertising features in sports video clips on social networks.The research method is correlation and is practical in terms of purpose. The statistical population of this study includes all buyers of Holiday sports products. The sample size is infinite and the sample size is ۳۸۴ people. To calculate the sample size in this study, the Cochrane formula for unlimited communities has been used. To collect data, two standard questionnaires, Purchase Intention Questionnaire (Yaghoubi, ۱۳۹۶) and Social Media Advertising Characteristics Questionnaire (Alavan, ۲۰۱۸) were used. In the inferential section and in order to normal distribution of datas,(K-S) test was used. Also the structural equation modeling test has been used to check the research hypotheses.The results showed that the characteristics of entertainment, information, motivation and individuality affect on the advertising attitude and product attitude and purchase intention.Because many activities today have become easier and faster with the use of new technology such as social networks, and with its advent, a new form of life in cyberspace has been formed and relationships between people have changed from its traditional form, Managers and officials of sports organizations are advised not to neglect the role of social networks in communicating with the consumer, given the current situation.

کلیدواژه ها:

sport marketing ، Social Networks ، Advertisement ، product ، Purchase intention ، Sports Clips