رویکرد مشاهده‌ای تاثیر تاییدکننده‌های ورزشی مشهور بر توجه به تبلیغات (کاربرد دستگاه ردیاب چشم)

مقدمه: هدف پژوهش نیمه ‌تجربی حاضر تعیین تاثیر صحه‌گذاری ورزشکاران مشهور بر توجه به تبلیغات محصول ورزشی (کفش) و غیرورزشی (یارانه ‌همراه) بود.روش‌ کار: تعداد 35 نفر مرد در محدوده سنی 26-19 به عنوان نمونه از بین دانشجویان دانشگاه‌های تهران انتخاب شدند. به منظور تهیه محرک‌های پژوهش، فیلم‌های تبلیغاتی از صحه‌گذاری ورزشکار مشهور و غیرمشهور تهیه و محتوای آنها توسط متخصصان حوزه تبلیغات و بازاریابی ورزشی تایید شد. از ابزار ردیاب حرکات چشم مدل توبی برای ثبت توجه افراد به تبلیغات استفاده شد. از آزمون رگرسیون چندگانه توسط نرم‌افزار spss-22 برای تحلیل داده‌ها استفاده شد.یافته‌ها: نتایج نشان داد میزان توجه افراد به تبلیغات متناسب بین محصول و صحه‌گذار بیشتر از تبلیغات عدم تناسب بین محصول و صحه‌گذار است. تبلیغ کفش ورزشی توسط یک ورزشکار غیرمشهور نسبت به ورزشکار مشهور، تعداد تثبیت‌ها را به طور معنادار کاهش می‌دهد. بنابراین با توجه به نتایج پژوهش راهبرد تناسب بین محصول و صحه‌گذار نسبت به راهبرد عدم تناسب محصول و صحه‌گذار توجه مصرف‌کننده را بیشتر به خود جذب نموده است. نتیجه‌گیری: حضور یک ورزشکار مشهور در تبلیغات می‌تواند توجه مخاطب را به خود جلب کند. افراد به کلیپ‌های خنثی و فاقد تبلیغات که در آنها صحه‌گذاران در مورد زندگی شخصی خود اطلاعات می‌دهند بیشتر از کلیپ‌های تبلیغاتی و صحه‌گذاری توجه دارند. رویکرد مشاهده‌ای با استفاده از ابزار ردیاب چشمی تاثیرگذاری صحه‌گذار مشهور و مسیر نگاه منبع انسانی پیام را بر توجه بصری مخاطب به تبلیغات تائید می‌کند.

an observational approach to the influence of famous sports endorsers on advertising attention (using eye-tracking technology)

advertising is one of the crucial marketing mix tools (1). advertisements play an effective role in companies’ and organizations’ business policies and strategies (2). companies focus on advertising campaigns to draw customers’ attention to products and brands and influence them (3). increasing the attractiveness and effectiveness of advertising has always been one of the fundamental challenges of companies, forcing them to seek to create and use new methods in the advertising industry. famous people can attract positive reactions to advertisements and increase people’s willingness to buy more than ordinary and non-famous people (4). celebrity endorsements increase brand recall and advertising (5), strengthen brand loyalty (7), and positively affect word-of-mouth advertising (8). one of these methods is using famous people in advertising, known as endorsement. the main question that arises is why do companies use celebrity endorsements as a promotional strategy.methodsthe current research is both practical and innovative. it employs an experimental and semi-experimental approach, utilizing eye-tracking technology for data collection. this device minimizes the need for pre-tests and post-tests by the recording of people’s gazes from before watching commercials to after them. furthermore, the presence of neutral promotional films was considered as a control group. the statistical population of the research was made up of students of tehran universities. sampling was done non-randomly and voluntarily. according to the studies by jandaghi et al. (2020) (20), salehi et al. (2019) (21), and hossein abadi sadh et al. (2016) (22), 35 participants aged 18 to 26 were selected for this research. in order to prepare the stimuli for the research, promotional videos of famous and non-famous sports endorsers were prepared, and experts in the field of sports advertising and marketing confirmed their validity. multiple regression analysis using spss-22 software was used for data analysis.resultsthe results of the multiple regression analysis related to the average length of fixations in table 2 showed that at the 95% confidence level, the average length of fixations has a statistically significant relationship with the type of advertisement (p<0.05) so that the average length of fixations for sports shoe advertising is significantly lower than the average. the length of fixations for the neutral video was (p=0.001). it was also observed that the average length of fixations for the advertisement of labtab had a statistically significant difference from the neutral video (p=0.051). table 2. examining the relationship between the average length of fixations and the type of advertisement and the type of advertiser (famous, non-famous)predictorscountthe average of fixationspproduct (shoes)-184.01-295.26_-72.890.001product (laptop)-173.32-282.98_-63.660.002author (unknown)-104.51-218.92_9.890.073shoe product * author (unknown)-57.66-99.76_215.080.473product (laptop)* author (unknown)91.22-66.29_248.730.256observations                                                                  432moreover, the results revealed that at the 95% confidence level, the average length of fixations has no statistically significant relationship with the type of advertiser (athlete) (p=0.073), meaningthat being famous or not an athlete has no effect on the average length of fixations. based on the study’s findings, the type of advertisement does not influence the average length of time viewers fixate on it, regardless of whether the athlete featured is famous or not. the probability value for interaction effects is greater than 0.05, indicating no significant interaction between the type of advertisement and the athlete’s fame. the results of the multiple regression analysis related to the average length of fixations in table 3 showed that at the 95% confidence level, the number of fixations has a statistically significant relationship with the type of advertisement (p<0.05) so that the number of fixations for the labtab advertisement is significantly higher than the number of fixations for the video was neutral (p=0.014). however, the number of fixations for the shoe advertisement did not show a statistically significant difference from the neutral video (p=0.051), indicating that the difference in the number of fixations between the lip swing and the neutral video is greater than the difference in the number of fixations between the sports shoe ad and the neutral video. table 3. examining the relationship between the number of fixations and the type of advertising and the type of advertiserpredictorscountcount of fixationspproduct (shoes)2.22-0.01_4.450.051product (laptop)2.270.57_-4.970.014author (unknown)0.26-2.04_2.550.825shoe product * author (unknown)3.43-6.59_-0.280.033product (laptop)* author (unknown)0.27-2.89_3.430.868observations                                                                     432besides, the results showed that at the 95% confidence level, the number of fixations has no statistically significant relationship with the type of advertiser (athlete) (p=0.825). the interaction effect between the type of athlete and the sports shoe advertisement at the 95% confidence level shows that the impact of the advertisement on the number of fixations depends on the type of athlete (p=0.033). specifically, ads featuring non-famous athletes significantly reduce the number of fixations compared to those with famous athletes. on the other hand, the interaction between athlete type and lab tab advertisement was not statistically significant (p=0.868).conclusionresearch results reveal an interaction effect between athlete fame (famous and non-famous) and shoe advertisements at a 95% confidence level. specifically, the impact of sports shoe ads on the number of fixations varies based on whether the athlete is famous or not. ads featuring non-famous athletes significantly decrease the number of fixations compared to those with famous athletes, aligning with findings by grigaliunaite and pileliene (2017) (17). the results of another part of the research showed that the presence of a famous athlete in advertisements can attract the audience’s attention. the findings of this part of the current research are in line with the results of falsarella et al. (2017) (3), ferguson and mohan (2019) (10), lee et al. (2017) (30), and prakash and shamla (2015) (31). considering the fit between the product and the sports sponsor,  practical suggestions for usingadvertising