اولويت بندي اهميت مؤلفه هاي تبليغات از طريق پيامك و فضاي مجازي در جذب مشتري در اماكن ورزشي استان مازندران

Prioritizing the Importance of SMS Advertising and Virtual Advertising in CustomersAttraction in Sports Venues of Mazandaran Province

هدف از اين پژوهش بررسي نقش تبليغات از طريق پيامك و فضاي مجازي با جذب مشتري در اماكن ورزشي استان مازندران بود. روش انجام تحقيق حاضر توصيفي و از نوع همبستگي بوده كه به شكل ميداني صورت گرفته است. جامعة آماري پژوهش را كلية افراد مراجعه‌كننده به اماكن ورزشي استان مازندران تشكيل دادند كه با توجه به نامحدود بودن تعداد جامعه و استفاده از جدول مورگان 384 نفر به‌عنوان نمونة آماري به‌طور تصادفي انتخاب شد. به‌منظور جمع­آوري داده­ها از دو پرسشنامة محقق‌ساخته در مورد تبليغات اينترنتي (14 سؤال با 5 مؤلفه) و پيامك تبليغاتي (11 سؤال با 5 مؤلفه)استفاده شد. همچنين براي تجزيه‌وتحليل داده‌ها از روش‌هاي آماري توصيفي و استنباطي (كلموگراف اسميرنوف و آزمون دوجمله‌اي) در سطح معناداري (0/05

The aim of this study was to investigate the role of SMS advertising and virtual advertising in attracting customers in sports centers of Mazandaran province. The research method was descriptive and correlational and conducted by the field study method. The statistical population was all people who referred to sports facilities in Mazandaran province. With regard to the unlimited number of communities and Morgan table, 384 people were selected randomly. The tools were researcher-made questionnaires on the Internet (11 items with 5 components) and SMS (14 items with 5 components) advertising. The descriptive and inferential statistics (Kolmogorov Smirnov and binomial test) were used at a significant level (P 0.05) for analyzing the data. The results showed that 5 components included the existence of comprehensive product information in SMS, the existence of valid contact information, the familiarity of the SMS sender, the apparent and textual form of the SMS, the price of the service and the quantitative factors encouraging the customer in SMS advertising , as well as 5 components include The factors associated with the product, the communication factors (the infrastructure of the propagation environment), human factors (Internet users), and the content agents of the Internet advertising affects the customer's attraction. According to the findings, it is suggested that managers of sports centers in Mazandaran province should use text ads and Internet ads to attract more customers. Also, it is suggested to managers by following the principles and factors influencing the design of advertising texts as well as internet advertising, attract as many customers as possible by creating Attractiveness in advertising.