TAF PUBLISHING

This study aimed to investigate the attitude towards advertising promoted by sports' endorsement in social media. The present study was correlation research. The statistical population was Iranian university students. A total of 236 questionnaires were collected using cluster-random sampling. In inferential statistics, Pearson correlation coefficient and multiple regression were used for data analysis. To assess the reliability of the questionnaire, Cronbach's Alpha was used (0.94%). The coefficient of determination (R2 ) shows the variance explanation and the changing dependent variable by the sum of independent variables and the factors related to sports endorsers explaining 20% of consumers' attitudes towards advertising. F = 15.02 indicates that four independent variables have high explanatory power and well- explained the extent of the variation of the dependent variable. In general, the results of this study showed that there is a significant relationship between dependent and independent variables, and among these four factors, the endorsed testimonial can be a good predictor of the consumer attitude towards the advertisements promoted by athletes. This analysis, one can hope that the sport's celebrities and their popularity will be used to improve the position of advertising on social media and society and will seek to inform and identify the product to customers, as well as easier access, with trust the quality and services of the products.