The Effect of Advertising of Sports Clubs on the Instagram Social Network on the Behavior of Sports Customers

The present study aimed at investigating the effect of advertising of sports clubs on the Instagram social network on the behavior of sports customers. The research method was descriptive-correlation. 273 customers of sports clubs in Ahar-Iran city voluntarily filled out the researcher-made questionnaire of advertising on Instagram social networks and the Merisavo advertisements acceptance questionnaire (2007). Multiple linear regression was used to analyze the data. The results revealed that advertising on Instagram social networks has a significant positive influence on the behavior of sports customers, and the behavior of sports customers has been affected by 74.7% by the components of social media advertising (entertainment, interaction, new and up-to-dateness, usefulness). If the advertisement in social networks is favorable and suitable, the attitude of customers towards the services of sports clubs becomes positive, and as a result, the acceptance of advertisements is done easily and can influence the behavior of sports customers in order to reappearance.