Analyze the Gender Factor in the Effectiveness of Advertising Using Sports on Social Networks (case study: Instagram)

The aim of this study was to analyze the gender factor in the effectiveness of advertising using sports on social networks (case study: Instagram) with emphasis on the role of attitude in the effectiveness of advertising and the role of gender in moderating the relationship between independent and dependent variables. The statistical population of the study was users of Instagram sport pages, and users of posterfootball, posterfutball, akhbare_perspolis, chejazab, science.base.fit and faculty.of.sport.sciences were selected as the available sample. This research is a descriptive- correlational kind and statistical analysis was performed based on 260 questionnaires using Smart PLS software. The confirmatory factor analysis method was used to determine the validity of the instrument's structure, also Cronbach's alpha and Composite reliability coefficient were used to confirm the reliability of the questionnaire. The model of this study includes eight independent components (entertainment, informativeness, peer influence, self-brand congruity, invasiveness, privacy concern, quality of life, and structure time) whose relationship with attitudes toward social media advertising was evaluated. The results revealed that among independent factors, invasiveness and self-brand congruity were meaningful commonly between males and females. Also, informativeness among females, and entertainment and peer influence among males were meaningfully related to attitude.