تحلیل اثربخشی تبلیغات برندهای پوشاک ورزشی در اینستاگرام بر اساس مدل AIDA (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف از پژوهش پیش رو، تحلیل اثربخشی تبلیغات برندهای پوشاک ورزشی در اینستاگرام بر اساس مدل AIDA بود. روش پژوهش از منظر هدف، کاربردی و از منظر ماهیت و روش، توصیفی - تحلیلی بود که به صورت میدانی انجام شد. نمونه آماری شامل 384 نفر از کاربران شبکه اجتماعی اینستاگرام برندهای پوشاک ورزشی ایرانی بود. ابزار تحقیق پرسشنامه کردلو (1389) بود و جهت تجزیه وتحلیل داده ها از آزمون تی تک نمونه ای و باینومیال در نرم افزار SPSS27 استفاده شد. نتایج آزمون تی تک نمونه ای نشان داد که بین میانگین مؤلفه های تحقیق با نمره ملاک چهار اختلاف معناداری وجود دارد و میانگین های به دست آمده از نمره ملاک بزرگ تر هستند، بدین معنا که تبلیغات رسانه اجتماعی اینستاگرام اثربخش بوده اند. همچنین درمجموع متغیر تحقیق نیز اختلاف معناداری با نمره ملاک در سطح مثبت دارد. بدین معنی که تبلیغات اینستاگرام اثربخشی مثبت معناداری بر مشتریان برندهای پوشاک ورزشی دارد. تبلیغات از طریق رسانه اجتماعی اینستاگرام در مؤلفه های جلب توجه، ایجاد آگاهی و علاقه، ایجاد تمایل و انگیزه، اقدام به خرید دارای اثربخشی بیش از 50 درصد در سطح معناداری 05/0 بوده است و بیشترین اثربخشی متعلق به مؤلفه اقدام به خرید با 76 درصد اثربخشی بوده است. رسانه اجتماعی اینستاگرام به عنوان یک ابزار جدید و پرطرفدار در عصر ارتباطات و یک کانال جدید و محبوب برای انتقال پیام های تبلیغاتی، موردتوجه بسیاری قرار گرفته اند. برندهای پوشاک ورزشی بایستی در این حوزه تمرکز بیشتری داشته باشند و با استفاده از بیگ دیتاها اثربخشی تبلیغات را در رسانه های اجتماعی با حفظ حریم خصوصی افراد و در ابعاد مختلف بررسی و تحلیل شود.Analysis of Advertising Effectiveness for Sports Clothing Brands on Instagram Based on the AIDA Model
Introduction: Virtual social media, emerging in the late 1990s, have enabled high speed synchronous and asynchronous communications, making vast amounts of information readily accessible to users. They rapidly evolved from temporary tools into lasting and influential phenomena through the broad dissemination of data, attracting millions of users worldwide, expanding audiences at high speed, and exerting a profound impact on individuals’ real life environments. Building a positive brand image enhances consumers’ perceived value and strengthens their inclination to purchase domestic products. Targeted and scientifically based advertising in such media can secure the success of domestic brands against global giants like Nike and Adidas. In today’s market, sportswear choices are influenced more by brand than by any other factor; most customers prefer well known foreign brands even when domestic products match them in quality. This tendency slows the growth of domestic brands and pushes the industry toward crisis. Challenges such as unsuitable regulations, political shifts, weak commercial infrastructure, and unfavorable market conditions persist. Research shows that online advertising in sports is among the most effective strategic tools for fostering positive attitudes and favorable brand images. Accordingly, the central question of this study is: What is the effectiveness of sportswear brands’ advertising on Instagram according to the AIDA model? Research methodology: This study is applied in purpose and descriptive analytical in nature and method, conducted as field research. The statistical population comprised all followers of domestic sportswear brands’ Instagram pages. Given the population size exceeding 100,000, convenience sampling was adopted, and in accordance with Morgan’s table for very large populations, 384 participants were selected-the minimum acceptable number for statistical analysis. Data were collected using both library and field (survey) methods. The library approach gathered theoretical foundations and prior studies through note taking from credible sources, while field data were collected using Kardlou’s (2010) 23 item questionnaire assessing social media advertising effectiveness via the four sequential components of the AIDA model: attention, awareness/interest, desire, and action. The instrument’s validity and reliability were confirmed in Kardlou’s master’s thesis. Data analysis employed SPSS version 27 and inferential statistical tests. A one sample t test and binomial test (proportion test) determined advertising effectiveness, with seven effectiveness categories grouped into “effective” and “ineffective” ranges. The binomial test ratio was 28.5%, with the mid point value set at 4. Friedman’s test ranked factors after initial testing. The online questionnaire link was shared with Instagram users until 384 responses were reached; 12 defective questionnaires were removed, yielding 372 valid responses for analysis. Findings: The one sample t test results revealed a statistically significant difference between the mean scores of all study components and the benchmark score of 4 (P < 0.05), with all means exceeding the benchmark, indicating the overall effectiveness of social media advertising for sportswear brands. The primary research variable also showed a significant positive difference from the benchmark, confirming the favorable impact of such advertising on customers. Binomial test findings demonstrated that social media advertising was sufficiently and significantly effective in attracting customer attention. The same test confirmed substantial effectiveness in the other AIDA model components: creating brand awareness and interest, generating desire and motivation, and stimulating purchase action. Friedman test results ranked purchase action as the most effective component, achieving the highest mean rank, followed by attention in second place, and awareness and interest in third. Hypothesis testing summary indicated that Instagram advertising was sufficiently effective in all four AIDA components-attention, awareness/interest, desire/motivation, and purchase action-with P values below 0.05. According to binomial test probability results, all four components had more than 50% effective impact, with purchase action showing the strongest effect at 76%. Discussion: The findings indicate that social media advertising significantly and sufficiently attracts customers’ attention to sportswear brands. The positive and significant difference between the calculated means and the benchmark score confirms Instagram’s effectiveness in capturing user interest. High quality online content enhances brand awareness, provides hedonic motivation, and stimulates customer engagement. Increased brand interaction, in turn, elevates brand awareness, strengthens motivation to act, and promotes greater participation. Brand awareness positively influences perceived customer value and purchase intention. The study reveals two main paths through which Instagram advertising affects offline purchase intention: (1) superior online content quality, which generates pleasurable motivation and engagement, ultimately driving offline purchase behavior; and (2) brand interaction, which boosts brand awareness and thereby strengthens offline purchase intention. Maintaining an active online presence improves both content quality and interaction, reinforcing brand awareness and purchase tendencies. Advertising featuring well known sports figures (influencer marketing) also positively impacts willingness to purchase in the sportswear sector, with attention, interest, desire, and purchase action serving as key drivers. However, advertising for Behara Company (Chaklez products) fell short in effectiveness. The research further confirms a positive relationship between advertising effectiveness and brand equity, with dimensions such as recognition, enthusiasm, preference, persuasion, and purchase contributing to brand equity growth. Given rapid technological advances and expanding social media use, Instagram advertising demonstrates strong promotional potential.
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