اولویت بندی اهمیت مولفه های تبلیغات از طریق پیامک و فضای مجازی در جذب مشتری در اماکن ورزشی استان مازندران

هدف از این پژوهش بررسی نقش تبلیغات از طریق پیامک و فضای مجازی با جذب مشتری در اماکن ورزشی استان مازندران بود. روش انجام تحقیق حاضر توصیفی و از نوع همبستگی بوده که به شکل میدانی صورت گرفته است. جامعه آماری پژوهش را کلیه افراد مراجعه‌کننده به اماکن ورزشی استان مازندران تشکیل دادند که با توجه به نامحدود بودن تعداد جامعه و استفاده از جدول مورگان 384 نفر به‌عنوان نمونه آماری به‌طور تصادفی انتخاب شد. به‌منظور جمع آوری داده ها از دو پرسشنامه محقق‌ساخته در مورد تبلیغات اینترنتی (14 سوال با 5 مولفه) و پیامک تبلیغاتی (11 سوال با 5 مولفه)استفاده شد. همچنین برای تجزیه‌وتحلیل داده‌ها از روش‌های آماری توصیفی و استنباطی (کلموگراف اسمیرنوف و آزمون دوجمله‌ای) در سطح معناداری (0.05

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

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 researchermade 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.