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

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.