rohollah fathian; Alireza Elahi; hossein akbari yazdi
Abstract
Objective: The purpose of this study was to investigate the effects of attractiveness, specialty and trustworthiness of sports celebrities on the desire to buy sports goods.Methodology: The method of doing this quasi-experimental study, in pre-test and post-test, is in a volunteer sample of 60 students ...
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Objective: The purpose of this study was to investigate the effects of attractiveness, specialty and trustworthiness of sports celebrities on the desire to buy sports goods.Methodology: The method of doing this quasi-experimental study, in pre-test and post-test, is in a volunteer sample of 60 students of physical education students of Kermanshah Azad University. For this purpose, the volunteers were promoted through a social network of telegrams for one month under the influence of simulated advertising for a fake and unrealistic sports shoes brand by a well-known athlete. The data were collected using standard questionnaire of brand-product enthusiasm, Zichekovsky (1985), and a well-known person's questionnaire in Ohanian's (1990) advertisements. Then, using SPSS 23 and t-test methods, Cohen d and multiple regressions were analyzed.Results: The results of the participation evaluation of the research variables showed that attractiveness (β = 0.303, p <.001), trust (β = 0451, p <.001) and specialty (β = 216, p <. 001) have led to meaningful participation in the dependent variable, tend to be bought.Conclusion: The experts of the sports industry of the country have special attention to the attractiveness, specialty and trust of the famous sports people and the use of mobile social networks to advertise sports goodsConclusion: Industry experts in the field of sports advertising should pay particular attention to the use of advertisements from celebrities, the dimensions of attractiveness, the expertise and trust of these individuals and mobile social networks.
