The effect of Instagram advertising indices on the Instant and latent behavioral response of sporting goods consumers

The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and latent behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market using Instagram. 341 questionnaires were used to select the sample. Data analysis was performed using Smart-PLS software. The results showed that tendency index with 0.32 had the most effect on immediate behavioral responses and knowledge with 0.24, awareness with 0.216 and persuasion with 0.156 had the most effect on behavioral responses, while persuading with 0.284 had the most effect on hidden behavioral responses and awareness with 0.268, tendency with 0.244 and knowledge with 0.22 had effect on hidden behavioral responses, respectively. Expressing the benefits, added value, potential benefits of buying a product on Instagram and displaying product consumption by celebrities, such as heroes and artists, promotes sports marketing on Instagram, enhancing consumer interest and persuading consumers to shop and creativity in advertising can affect this relationship. Interacting and engaging through social media greatly facilitates the process of creating a stable intimate relationships between the company, its products and customers and it causes instant and latent positive behaviors such as transferring information and posts, interacting, and ultimately it leads to consumer buying behavior.