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

Document Type : Original Article

Authors

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

10.22098/rsmm.2023.12412.1207

Abstract

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.

Keywords

References

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Research in Sport Management and Marketing
Volume 4, Issue 3
June 2023
Pages 44-54

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