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1- kharazmi University
2- kent University
Abstract:   (130 Views)
The purpose of this semi-experimental research was to determine the effect of endorsement of famous athletes on attention to advertisements. Several 35 men aged 19-26 volunteered as a sample from the students of Tehran universities. to prepare the stimuli for the research, promotional videos of famous and non-famous athletes were prepared and their content was approved by experts in the field of sports advertising and marketing. Toby's eye movement tracking tool was used to record people's attention to advertisements. Multiple regression test was used by SPSS22 software for data analysis. The results showed that the amount of people's attention to ads that match between the product and the endorser is more than the ads that do not fit between the product and the endorser. A sneaker advertisement by a non-famous athlete significantly reduces the number of fixations compared to a famous athlete. Therefore, according to the results of the research, the strategy of compatibility between the product and the endorser has attracted the attention of consumers more than the strategy of incompatibility of the product and the endorser. The presence of a famous athlete in advertisements can attract the attention of the audience. The observational approach using the eye tracker tool confirms the influence of the famous endorser and the gaze direction of the human source of the message on the audience's visual attention to advertisements.
 
     
Type of Study: Research |
Received: 2024/01/9 | Accepted: 2024/05/30

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