Examining the Attitude Towards Social Media Advertisements on Purchase Intention (Case Study: Adidas Brand)

Document Type : Original Article


1 PhD Candidate of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

2 PhD Candidate of Sports Management, Kurdistan University, Sanandaj, Iran

3 PhD Candidate of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran


Purpose: The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on purchase intention.

Method: A researcher-made questionnaire was used to collect information. The statistical population of the research was made up of Adidas company's customers; A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. This research is applied in terms of purpose and descriptive-survey in terms of nature. In order to analyze the data and check the hypotheses, Smart-PLS software was used.

Results: The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between the attitude towards social media advertisements and purchase intention.

Conclusion: Given that the expected performance has a positive effect on the customers' intention to purchase the products presented in social media advertisements, institutions, organizations And the executive bodies, with whatever mission, mission, goal and vision they have, ultimately operate in a national or international territory and must be accountable to customers, clients, shareholders and beneficiaries.


  1. Alalwan, A.A. (2018). “Investigating The Impact of Social Media Advertising Features on Customer Purchase Intention”, Journal of Information Management, Vol. 42, PP. 65-77.
  2. Haberland, G. S., & Dacin, P. A. (2019). The development of a measure to assess viewers' judgments of the creativity of an advertisement: A preliminary study. ACR North American Advances.‏
  3. Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M., (2017). “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)”, Sage, Thousand Oaks, CA.
  4. Hansen, T., Jensen, J.M. & Solgaard, H.S. (2004). “Predicting Online Grocery Buying Intention: A Comparison of the Theory of Reasoned Action and The Theory of Planned Behavior”, International Journal of Information Management, Vol. 24(6), PP. 539-550.
  5. Heidari, S., Kordnaeij, A., Khodadad Hosseini, S., Zali, M. (2018). Identifying the position of organizational entrepreneurial orientation in fostering competitive advantage; Case study: the banking context of Iran. Journal of Entrepreneurship Development, 8(2), 233-252. (In Persian).
  6. Himberg, C. (1996). “Video Technology and The Subjective Norm, Perceived Behavioral Control, and Attitudes Toward Physical Activity of Middle School Students: Does PE TV Make a Difference?”, (Doctoral dissertation, Virginia Tech).
  7. Hoshivar, R., Khoorsand Behzad, A., Akbari, M., Moradi, M. (2014). Empirical Investigating of Creative Advertising Effects on Purchase Intention: Mediating Role of Attitude toward Ad and Attitude Toward Brand. New Marketing Research Journal, 4(4), 181-194. (In Persian).
  8. Kanten, J. Ringle, C.M., Sarstedt, M. & Mena, J, (2018). “An Assessment of The Use of Partial Least Squares Structural Equation Modeling in Marketing Research”, Journal of the Academy of Marketing Science, (2012), Vol. 40, PP. 414-433.
  9. Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management,36(3), 360-373.
  10. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research23(2), 130-143.‏
  11. Mahmoud, A. B. (2012). The Role of Gender in Syrian Consumers’ Beliefs about and Attitudes towards online advertising. European Journal of Economics, Finance, and Administrative Sciences47, 90-99.‏
  12. Alhosseini Almodarresi, S., Bagheri Gara Bolagh, H., Dehghani Ghahnavyeh, A., Gholami, M., Radfar, S. (2018). The Effec of Consumers’ Perceptions on the Attitude Towards Organic Foods in the Yazd. Organizational Culture Management, 16(1), 195-217. (In Persian)
  13. Munoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinants of intention to use the mobile banking apps: An extension of the classic TAM model. Spanish Journal of Marketing-ESIC21(1), 25-38.‏
  14. Natarajan, S., Yoon, M., Suh, K., & Kim, K. (2013). Proton conduction in metal–organic frameworks and related modularly built porous solids. Angewandte Chemie International Edition52(10), 2688-2700.
  15. Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57(3), 99-114.
  16. Pyun, D. Y., & James, J. D. (2011). Enhancing advertising communications: Developing a model of beliefs about advertising through sport. International Journal of Sport Communication2(1), 1-20.
  17. Shahriari, Sh. and Haqkhanas Kashani, F. (1401). "The influence of guerilla marketing dimensions through mediating variables of usefulness and acceptance of information on brand image in social networks (case study: students of Tehran Azad University of Research Sciences)", Journal of Marketing Management, Volume 17, Number 54, pp. 1-23. (In Persian).
  18. Tabatabaei Nasab, S., Parish, F. (2018). Consumers’ Attitude Towards Advertising. Journal of Business Administration Researches, 7(13), 1-23. (In Persian).
  19. Taylor, D. G., Strutton, D., & Thompson, K. (2011). Investigating generational differences in e-WOM behaviors: for advertising purposes, does X= Y? International Journal of Advertising, 30(4), 559-586.‏
  20. Thomas, M., & Pierson, J. (2010). Dictionary of social work: the definitive a to z of social work and social care: The definitive a to z of social work and social care. McGraw-Hill Education (UK).‏
  21. Turnbull, S., & Wheeler, C. (2017). The advertising creative process: A study of UK agencies. Journal of Marketing Communications23(2), 176-194.‏
  22. Wang, Y., & Sun, S. (2010). In three countries, assessing beliefs, attitudes, and behavioral responses toward online advertising. International Business Review19(4), 333-344.‏
  23. Amjad, M., Javed, R., & Jaskani, N. H. (2018). Examining Attitudes and Beliefs Towards Online Advertising in Pakistan. International Journal of Scientific & Engineering Research, 6(1), 463-480.
  24. White, J. B., Tynan, R., Galinsky, A. D., & Thompson, L. (2004). Face threat sensitivity in negotiation: Roadblock to an agreement and joint gain. Organizational Behavior and Human Decision Processes94(2), 102-124.‏
  25. Yuanxin, M., & Noichangkid, P. (2011). Bored with Ads? A Study Investigating Attitude towards Social Media Advertising.‏ Spring Semester 2011 Master thesis, one-year, 15hp.
  26. Zamaniyan, A.R., Talebi, H. and Mohammadi Indrajami, A. (2017) "Investigation of the effect of advertising features in social media on customer purchase intention (Case study: customers of the first mobile company in Sari)". The second national conference on sustainable development in management and accounting sciences of Iran. (In Persian).
  27. Anurag, S. (2016). “Company-Customer Interaction Via Social Media: Contributions to The Marketing Mix, in Singh, A. and Duhan, P. (Ed.)”, Managing Public Relations and Brand Image through social media, IGI Global, Hershey, PA, PP. 160-170.
  28. Azami, M., Azadi, V. and Aine, M. (2017). "Investigating the effect of perceived social media marketing activities on consumer purchase intention", Sociology of Education Quarterly, Volume 7, Number 7, pp. 181-197. (In Persian).
  29. Azar, A., Bagheri Gara Bollagh, H., Keshavarz, M. (2018). Precursors and Outcomes of Students' Attitude towards Social Media Advertising; the Case of the University of Semnan. Global Media Journal-Persian Edition, 13(1), 1-21. (In Persian)
  30. Baack, D. W., Wilson, R. T., & Till, B. D. (2008). Creativity and memory effects: Recall, recognition, and an exploration of nontraditional media. Journal of Advertising, 37(4), 85-94.‏
  31. Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness of social media as a marketing tool: an empirical study. International Journal of Marketing, Financial Services & Management Research, 1(11), 88-99.‏
  32. Can, L., & Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising. Procedia-Social and Behavioral Sciences, 235, 484-492.