Designing a model of the effect of sports advertisements and nostalgic ability on attendance Fans of the national football team | ||
| Journal of Sociological and Managerial Analysis in sports | ||
| Volume 3, Issue 11, Autumn 2022 PDF (595.76 K) | ||
| Abstract | ||
| Nostalgia is one of the important issues in behavioral sciences, which has received the attention of some disciplines, including psychology, in recent years. The purpose of this research is to investigate the effect of nostalgic sports advertisements on the nostalgic ability of the fans of the national football team and their desire to attend the stadium. In terms of purpose, the research method is applied research, in terms of field execution method, and terms of analysis,descriptive-correlation. The statistical population included male fans of the Iranian national football team. The statistical population of this research is 100,000 people, and the sample size is 384 people based on Morgan's table. They were selected using a simple random sampling method. To collect data, nostalgic advertising questionnaire (Merchant 2013), nostalgic capability questionnaires, evoked nostalgia (Pascal 2002), nostalgic personality (Meyer, 2010), nostalgic affectivity (Routledge, 2009) and willingness to attend the stadium questionnaire (Safarzadeh, 2013) were used to collect data SPSS and Smart PLS software were used to analyze the research data. The research findings showed that the effect of nostalgic advertisements with coefficients of 0.86 and 0.30 on nostalgic ability and desire to attend the stadium was directly significant. Nostalgic ability also significantly affected fans' desire to participate in the stadium, with a coefficient of 0.52. The indirect effect of nostalgic advertisements on the desire to attend the stadium (mediated by nostalgic ability) was 0.66. For this reason, it is suggested that in the marketing based on nostalgic elements for the national football team, the typology of the fans should be done based on the types of nostalgic capabilities. | ||
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