The Role of TARP Factor in Social Network Advertising in Brand Awareness and Purchase Intention of Sport Brands

Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement.  Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands. Methods. This quasi-experimental study was conducted on a sample of 225 sport science students at Ferdowsi University of Mashhad. The subjects completed the standard purchase intention and brand awareness questionnaires and the obtained data were analyzed through ANOVA, Tukey and Dunnettchr('39')s T3 tests. Results. The results of one-way ANOVA showed that there was a significant difference among the mean scores of purchase intention and brand awareness in the three groups. In other words, the purchase intention and brand awareness were significantly higher in the group that viewed the advertisement at TARP standard level compared to two groups that viewed the advertisement more than or less than the standard TARP level. Also, the purchase intension and brand awareness levels were significantly higher in the group that viewed the advertisement more than the standard TARP level, compared to the group that viewed the advertisement less than the standard level. Conclusions. The number of advertisements sending on social networks based on the TARP phenomenon is an effective factor in brand awareness and purchase intention of sport brands. Also, increasing and decreasing the number of advertisements compared to standard TARP reduces the effect of advertising on brand awareness and purchase intention.