The effect of the characteristics of sports advertisements in social media on the willingness to buy sports consumers

The purpose of this research is the effect of sports advertising features in social media on the willingness to buy sports consumers.In terms of purpose, this research is applied and also the research method is a correlational survey.The statistical population of this research included a volunteer sample of experts, managers, university professors, graduates and physical education students from all over Iraq, which examines the effect of sports advertising features on social media on the willingness of sports consumers to buy.Due to the unlimited statistical population, the statistical sample of this research included 384 experts, managers, professors and students of physical education from all over Iraq who voluntarily participated in this research.In order to collect data, two questionnaires were used on the characteristics of sports advertisements and willingness to buy.The face and content validity of the questionnaires was confirmed by the supervisor, and the reliability of the questionnaire was calculated through Cronbach's alpha coefficient of 0.96 for the sports advertisement questionnaire and 0.97 for the purchase intention questionnaire.To analyze the data, descriptive and inferential statistics including the Kolmogorov-Smirnov test were used to determine the normality or non-normality of the data, and structural equation analysis under pls software was used to check the hypotheses.The results showed that television advertisements, radio advertisements, environmental advertisements, advertisements through newspapers and magazines, Internet advertisements and advertisements in social networks have an effect on the willingness of sports consumers to buy.