نوع مقاله : مقاله پژوهشی
نویسندگان
گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
In today's digital marketing landscape, social media influencers have emerged as powerful drivers of consumer behavior, particularly in niche markets such as sports products. The purpose of this study is to investigate the effect of advertising by sports influencers on purchase intention with the mediating role of customer participation behavior. The research method is descriptive- correlation.The statistical population consists of sports customers in Tabriz city.272 customers of sports products in Tabriz city voluntarily filled out the Sheikhalizadeh sports influencer advertising questionnaire (2025), the Schivinski& Dabrowski customer participation behavior questionnaire (2016) and Park et al (2008) purchasing intention. Structural equation modeling based on the partial least squares (PLS-SEM) in software Smart PLS was used to analyze the data. The results showed that the proposed model hag good fit (GOF=0.647). The results showed that the advertising by sports influencers has a positive and significant effect on the purchase intention and customer participation behavior. Advertising by sports influencers has a positive and significant effect on purchase intention through moderation role of the of customer participation behavior. Advertising by sports influencers serves as a crucial bridge, fostering interactive communication channels with customers rather than simply broadcasting messages. Through perceived mechanisms of trust and expertise, it cultivates customer-brand engagement, thereby playing a pivotal role in shaping consumer purchasing behavior.
کلیدواژهها [English]
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