The impact of different types of advertisements on the level of physical activity among postmenopausal women

AbstractBackground: Understanding the factors that influence physical activity in menopausal women is important for planning andimplementing effective strategies to upgrade women’s health. The purpose of this study was to examine the impact of differenttypes of advertisements on the level of physical activity among postmenopausal women.Methods: The current research employed an analytical cross-sectional design and was conducted on ۳۸۵ postmenopausalwomen. Data were collected through physical activity questionnaires to assess the impact of advertisements on social networksand media, as well as word-of-mouth advertisements. SPSS software was used to analyze the data, and PLS software was used tocheck the model’s fit.Results: The findings of this research showed that advertisements on social networks (T = ۱۱.۳۸, B = ۰.۸(, media advertisements(T = ۶.۴۲, B = ۰.۵۳), and word-of-mouth advertisements (T = ۸.۹۲, B = ۰.۶۰) had a positive and significant effect on postmenopausalwomen’s physical activity, with the first item (i.e., social media advertisements) exerting the most significant impact accordingto the value of the T statistic, which must be greater than ۱.۹۶ at the ۹۵% confidence level, and the B statistic as the impactcoefficient. The overall fit of the model was equal to ۰.۵۳, indicating the high overall fitness of the model, further evidenced byan Standardized Root Mean Square Residual (SRMR) index of ۰.۰۶.Conclusion: The results of this study indicated that the use of different advertising methods could have significant effects onmenopausal women’s tendency toward sports programs and venues. Therefore, it is essential for health organizations to continueto use these advertisements, especially on social media, to promote the physical activity level and improve the health and well-being of menopausal women.

کلیدواژه ها:

advertising ، Social Networks ، Media ، physical activity