The impact of different types of advertisements on the level of physical activity among postmenopausal women

Document Type : Original Article


1 Department of Sport Management, Faculty of Education and Psychology, Payame Noor University, Tehran, Ir

2 Department of Physical Education, Faculty of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Iran

3 Kerman University of Medical Sciences, Kerman, Iran



Background: Understanding the factors that influence physical activity in menopausal women is important for planning and
implementing effective strategies to upgrade women’s health. The purpose of this study was to examine the impact of different
types of advertisements on the level of physical activity among postmenopausal women.
Methods: The current research employed an analytical cross-sectional design and was conducted on 385 postmenopausal
women. Data were collected through physical activity questionnaires to assess the impact of advertisements on social networks
and media, as well as word-of-mouth advertisements. SPSS software was used to analyze the data, and PLS software was used to
check the model’s fit.
Results: The findings of this research showed that advertisements on social networks (T = 11.38, B = 0.8(, media advertisements
(T = 6.42, B = 0.53), and word-of-mouth advertisements (T = 8.92, B = 0.60) had a positive and significant effect on postmenopausal
women’s physical activity, with the first item (i.e., social media advertisements) exerting the most significant impact according
to the value of the T statistic, which must be greater than 1.96 at the 95% confidence level, and the B statistic as the impact
coefficient. The overall fit of the model was equal to 0.53, indicating the high overall fitness of the model, further evidenced by
an Standardized Root Mean Square Residual (SRMR) index of 0.06.
Conclusion: The results of this study indicated that the use of different advertising methods could have significant effects on
menopausal women’s tendency toward sports programs and venues. Therefore, it is essential for health organizations to continue
to use these advertisements, especially on social media, to promote the physical activity level and improve the health and well-
being of menopausal women.


Main Subjects