IDEAS home Printed from https://ideas.repec.org/a/apb/jabsss/2020p21-28.html
   My bibliography  Save this article

The relationship between sport’s endorsement in social media and consumers’ attitude towards the advertising

Author

Listed:
  • Shohreh Sadeghi

    (Tehran University, Tehran, Iran)

Abstract

The purpose of this study was to investigate the attitude towards advertising that promoted by sports’ endorsement in social media. The present study was correlation research. The statistical population was Iranian university students. A total of 236 questionnaires were collected using cluster-random sampling. In inferential statistics, Pearson correlation coefficient and multiple regression were used for data analysis. To assess the reliability of the questionnaire, Cronbach's Alpha was used (0.94%). The coefficient of determination (R2) shows the level of variance explanation and the changing of dependent variable by the sum of independent variables and the factors that related to sports endorsers explaining 20% of consumers’ attitude towards advertising. F = 15.02 indicates that four independent variables have high explanatory power and well-explained the extent of the variation of the dependent variable. In general, the results of this study showed that there is a significant relationship between dependent and independent variables, and among these four factors, the endorsed testimonial can be a good predictor of the consumer attitude towards the advertisements promoted by athletes.

Suggested Citation

  • Shohreh Sadeghi, 2020. "The relationship between sport’s endorsement in social media and consumers’ attitude towards the advertising," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 6(1), pages 21-28.
    • Handle: RePEc:apb:jabsss:2020:p:21-28
    DOI: 10.20474/jabs-6.1.3
    as

    Download full text from publisher

    File URL: https://tafpublications.com/platform/Articles/full-jabs6.1.3.php
    Download Restriction: no
    File URL: https://tafpublications.com/gip_content/paper/Jabs-6.1.3.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20474/jabs-6.1.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Swinyard, William R, 1993. "The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 271-280, September.
    2. Supattra Pranee & Chisakan Papapankaid, 2017. "Factors Affecting Purchasing Decision of Community Products in Ranong Province," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(2), pages 79-83.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    2. Bertrand, Jean-Louis & Brusset, Xavier & Fortin, Maxime, 2015. "Assessing and hedging the cost of unseasonal weather: Case of the apparel sector," European Journal of Operational Research, Elsevier, vol. 244(1), pages 261-276.
    3. MULLICK Naushadul Haque, 2013. "Enhancing The Image & Brand Equity Of A Shopping Mall," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(3), pages 72-81, Decembre.
    4. Drichoutis, Andreas & Nayga, Rodolfo & Klonaris, Stathis, 2010. "The Effects of Induced Mood on Preference Reversals and Bidding Behavior in Experimental Auction Valuation," MPRA Paper 25597, University Library of Munich, Germany.
    5. Zhou, Jiaying & Dahana, Wirawan Dony & Ye, Qiongwei & Zhang, Qingyu & Ye, Mingqi & Li, Xi, 2023. "Hedonic service consumption and its dynamic effects on sales in the brick-and-mortar retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Drichoutis, Andreas C. & Nayga, Rodolfo M., 2013. "Eliciting risk and time preferences under induced mood states," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 45(C), pages 18-27.
    7. Kim, Jong-Hyeong, 2014. "The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences," Tourism Management, Elsevier, vol. 44(C), pages 34-45.
    8. Vikas Gautam, 2016. "Composition of online shopping experience: Evidence from India," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 6(10), pages 249-260, October.
    9. Ersin Eskiler & Remzi Altunışık, 2021. "The Moderating Effect of Involvement in the Relationship Between Customer Behavioral Intentions and Its Antecedents," SAGE Open, , vol. 11(2), pages 21582440211, May.
    10. Sirgy, M. Joseph & Lee, Dong-Jin & Yu, Grace B. & Gurel-Atay, Eda & Tidwell, John & Ekici, Ahmet, 2016. "Self-expressiveness in shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 292-299.
    11. Tseng, Aihua, 2017. "Why do online tourists need sellers' ratings? Exploration of the factors affecting regretful tourist e-satisfaction," Tourism Management, Elsevier, vol. 59(C), pages 413-424.
    12. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    13. Tong Wang & Cheng He & Fujie Jin & Yu Jeffrey Hu, 2022. "Evaluating the Effectiveness of Marketing Campaigns for Malls Using a Novel Interpretable Machine Learning Model," Information Systems Research, INFORMS, vol. 33(2), pages 659-677, June.
    14. Yoo, Changjo & Park, Jonghee & MacInnis, Deborah J., 1998. "Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude," Journal of Business Research, Elsevier, vol. 42(3), pages 253-263, July.
    15. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    16. Soni, Mayank Jyotsna, 2013. "Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism," IIMA Working Papers WP2013-03-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    17. Das, Gopal & Wiener, Hillary J.D. & Kareklas, Ioannis, 2019. "To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising," Journal of Business Research, Elsevier, vol. 96(C), pages 147-156.
    18. Erik Maier & Robert Wilken & Helmut Schneider & Gülpınar Kelemci Schneider, 2012. "In the mood to buy? Understanding the interplay of mood regulation and congruence in an international context," Marketing Letters, Springer, vol. 23(4), pages 1005-1018, December.
    19. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    20. Deborah S. Levy & Catherine Frethey‐Bentham, 2010. "The effect of context and the level of decision maker training on the perception of a property's probable sale price," Journal of Property Research, Taylor & Francis Journals, vol. 27(3), pages 247-267, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apb:jabsss:2020:p:21-28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Professor Dr. Usman Raja (email available below). General contact details of provider: https://tafpublications.com/platform/published_papers/9 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.