Prioritizing Effective Advertising Methods Used by Iranian Influencers on Instagram and Their Effects on Consumer Behavior Toward Sports Products and Services Using the Fuzzy AHP Approach

Hosna  Nikzad; Shahriar Kharazian; Hossein  Peymanizad; Ali  Yaghoobian

Authors

Hosna Nikzad Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Author https://orcid.org/0009-0003-1640-9011
Shahriar Kharazian Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Author https://orcid.org/0009-0000-6123-2719
Hossein Peymanizad Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Author https://orcid.org/0000-0002-6317-8522
Ali Yaghoobian Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Author https://orcid.org/0009-0007-4300-1571

Keywords:

influencer marketing, sports products, brand loyalty, social influence, purchase decision

Abstract

This study aimed to identify and prioritize the key components influencing the success of influencer marketing campaigns in Iran’s sports products sector. To achieve this objective, the Fuzzy Analytic Hierarchy Process (Fuzzy AHP) was employed to precisely weight 10 main factors. The results showed that influencer marketing in this field is strongly behavior-oriented, such that purchase intention (Rank 1), referral intention (Rank 2), and brand loyalty (Rank 3) received the highest overall weights. This finding emphasizes that sports audiences seek sources that directly lead to purchase actions and word-of-mouth promotion. Among the intermediate-ranked factors, competence/expertise (Rank 5) demonstrated considerable importance as a critical prerequisite for building trust and guiding behavior, whereas visual attractiveness (Rank 10) had the least influence on final decision-making. These findings imply that, in this market, an influencer should function as more than merely a model and should instead act as a coach and a trusted source of technical information. Accordingly, it is recommended that strategies focus on direct conversion, the provision of in-depth technical content, and transparency in communications in order to maximize performance, expertise, and the stimulation of direct purchase behavior.

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