The Effect of Sport Fandom and General Attitude towards Advertising on the Credibility of Sports Advertising

At the beginning of the third millennium, the world of sports marketing is looking for new ways to develop their economies. Advertising is one of the most challenging issues in management that concern managers to assess the risk factors that have been allocated. So, the purpose of this study was investigated the effect on the attitude to advertising through sports fandom. The population consisted of all students of Razi University and Azad University in 2018 in which 250 people responded to to three questionnaires as samples. To analyze data, SPSS and Amos software were used in order to present model. The results showed that the model is fitted perfectly. Also, path analysis showed that Sport fandom has been able to directly affect the attitude of fans toward advertising through sport, as well as indirectly and in total, effects of 0.36 through the attitude toward advertising has been effective. This could help sports marketers save time and resources to plan effective advertising in the sports fandom