Investigate the Application of the AIDA Model in the Sport Industry: The Effectiveness of Advertisements of Famous Athletes on Students' Attitudes

The purpose of this research was to estimate and evaluate the effectiveness of advertisements resulting from the endorsement of famous athletes on the attitude of students of sport sciences faculties in Tehran. The present study is applied and part of correlation studies with a structural equation modeling approach. The statistical population of the research was all students studying in Sport sciences faculties in Tehran and among sports fans, 384 of whom were selected as a statistical sample through an online questionnaire and using available sampling. The tool of data collection was the modified questionnaire on the effectiveness of Keshmiri (2016) advertising based on the AIDA model and the Pyun (2006) questionnaire on attitude towards advertising through sports. Descriptive and inferential statistics were used to analyze the data. The results were calculated and the final model was presented using the structural equation modeling method through Smart PLS3 software. The findings showed that the endorsement of famous athletes has many outcomes, which in this research showed a positive and significant effect on the attitude of student fans. Therefore, according to the study findings, it can be said that the advertisements made by famous athletes have been effective both in general and in the aspects of attracting attention, creating interest, and the desire to make a purchase. Finally, the results showed that the effectiveness of advertisements by famous athletes can create a positive attitude in the minds of the audience and cause younger athletes to be more successful in this field.