Examining the impact of viral marketing on attracting students to sports clubs, with the mediating role of advertising effectiveness and the moderating role of inclination to exercise (Case study: Middle school students in Torbat-e Heydarieh)

April 12, 2025بازاریابی خدمات عمومیOpen Access

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Key Points

This research investigates how viral marketing influences student attraction to sports clubs and the roles of advertising effectiveness and exercise inclination.
Descriptive-survey research design involving middle school students in Torbat-e Heydarieh.
Data collected from 373 students using various validated questionnaires.
Data analyzed with SPSS and PLS 4 Smart software.
Viral marketing significantly positively affects student attraction to sports clubs.
Viral marketing positively affects advertising effectiveness among students.
Advertising effectiveness mediates the impact of viral marketing on student attraction to sports clubs.

Descriptive study examines viral marketing's role in attracting students to sports clubs, highlighting associated factors.

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Eghbal et al. (2025) studied this question.

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