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1- Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
2- Department of Physical Education and Sport Sciences, Faculty of Alzahra, Khorasan Razavi Branch, Technical and Vocational University (TVU), Mashhad, Iran
3- Department of Motor Behavior and Sports Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran , mortezaazimzade@um.ac.ir
Abstract:   (648 Views)
Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement. 
Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands.
Methods.
This quasi-experimental study was conducted on a sample of 225 sport science students at Ferdowsi University of Mashhad. The subjects completed the standard purchase intention and brand awareness questionnaires and the obtained data were analyzed through ANOVA, Tukey and Dunnettchr('39')s T3 tests.
Results. The results of one-way ANOVA showed that there was a significant difference among the mean scores of purchase intention and brand awareness in the three groups. In other words, the purchase intention and brand awareness were significantly higher in the group that viewed the advertisement at TARP standard level compared to two groups that viewed the advertisement more than or less than the standard TARP level. Also, the purchase intension and brand awareness levels were significantly higher in the group that viewed the advertisement more than the standard TARP level, compared to the group that viewed the advertisement less than the standard level.
Conclusions. The number of advertisements sending on social networks based on the TARP phenomenon is an effective factor in brand awareness and purchase intention of sport brands. Also, increasing and decreasing the number of advertisements compared to standard TARP reduces the effect of advertising on brand awareness and purchase intention.
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APPLICABLE REMARKS
  •        From an executive and practical point of view, the results of this study can provide useful information for sports marketers, manufacturers and sellers of sports and non-sports goods, sport clubs, sports industry policy-makers and advertising experts on increasing the effectiveness of advertising programs with regard to the frequency of sending advertisements based on the TARP phenomenon. In other words, our research has shown that it is better for advertising designers of sports manufacturing and services companies to adjust the number of advertisements based on the TARP phenomenon, since sending advertisement more or less than the standard tarp level reduces the influence of advertising on brand awareness and purchase intention of the customers.
  •        Additionally, due to the high cost of designing and sending each advertisement and since the results showed that sending advertisement more than the standard TARP level is less influential compared to sending advertisement at the standard TARP level, it is recommended for advertising companies that there is no need to spend costs more than the standard to get the maximum effectiveness of advertising and by saving the costs in this area they can use other advertising strategy such as celebrity endorsers and sponsoring sports events.
  •        Also, according to the results of this study, most of the statistical samples used at least one social media, so it is recommended to the activists and policymakers in the field of marketing and advertising to move away from traditional advertising space such as advertising billboards, television and so on and make more use of the Internet as a channel to communicate with their customers. In this regard, as it was found in the present study, in today’s Iranian society, telegram is considered as one of the most popular social media, so it is recommended for authorities in the area of communication to provide appropriate conditions to remove the filter of this application and provide the conditions for making the optimum use of it. Of course, we had some limitations of research such as the mere use of Telegram among the masses of social media, brand artificiality and statistical sample that is limited to the student and educated population. Before applying the results of this research, it is necessary to pay attention to the differences between the conditions of this study and those of new environment.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2020/04/2 | Accepted: 2020/06/4

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