Document Type : Original Article
Authors
1
Department of Physical Education South Tehran Branch, Islamic Azad University, Tehran, Iran
2
گروه تربیت بدنی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
3
Professor, Sports Management, Payam Noor University, Iran
4
Professor, Department of Sports Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
10.22034/sms.2025.144193.1523
Abstract
The purpose of this study was to develop an Interpretive Structural Model (ISM) of the key factors affecting the effectiveness of commercial advertising featuring athlete endorsers. This study employed a mixed-methods approach with a sequential exploratory design. The qualitative phase involved a systematic literature review, while the quantitative phase utilized a descriptive-analytical method. In the qualitative phase, the population consisted of relevant scientific resources, from which a sample of 20 studies was selected through purposive sampling based on theoretical saturation. The quantitative population comprised sports marketing experts, and a final sample of 15 experts was selected via purposive sampling. Data were collected using a research checklist in the qualitative phase and a 14x14 matrix-style questionnaire in the quantitative phase. The instrument's face and content validity were confirmed, and its reliability was established with a Spearman-Brown coefficient of 0.839. Data analysis was conducted using the Fuzzy Delphi technique to screen the factors, followed by Interpretive Structural Modeling (ISM) to establish their hierarchical structure. Findings revealed that out of 21 initially identified factors, 14 were deemed influential and were organized into a six-level model. In this model, the sixth (most foundational) level consists of 'Product-Endorser Fit'; the fifth level includes 'Endorser's Expertise, Knowledge, and Sincerity'; the fourth level comprises 'Brand Credibility, Endorser Satisfaction, and Endorser's Personality'; the third level contains 'Attractiveness and Information Quality'; the second level features 'Brand Image, Fame (Stardom), Advertising Frequency, and Endorser's Eloquence'; and finally, the first level, as the dependent variable, is 'Consumer Attitude'. Given the hierarchical relationships among the factors, it is concluded that the ultimate impact of advertising on consumer attitude is not the result of a single factor, but the outcome of an interaction between foundational factors—such as 'Product-Endorser Fit'—and the brand's communicative and perceptual attributes.
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