摘要：Among all the marketing tools, advertising has an important impact on customers’behavior because it is more exposed. The purpose of this study was to determine the impact of advertising on the consumers’ behavior of the sports books through public relations and personal sales.The present research is a descriptive correlation study conducted on the field. The statistical population of this study included all publishers of the book, all book sellers and all buyers of sports books. 456 people were selected randomly as a research sample. The research tool was a questionnaire of two questionnaires: public relations, personal sales and advertising of Duncan (2005) and consumer behavior of Lermen (2006). Regarding the fact that the questionnaires were validated in non-governmental organizations, they were tested for formal and content validity and structure and after the necessary changes were approved. Public relations questionnaire, personal sales and advertising included 27 items and advertising components (11 items), public relations (9 items) and personal sales (7 items) and customer behavior questionnaire including 16 items and characteristics of personal characteristics, psychological characteristics, cultural characteristics, Social features. Cronbach's alphatest was used to calculate the reliability of the instrument on a 30-member sample. The Cronbach's alpha coefficient for the questionnaires and the components above 0.7 was obtained. In this research, descriptive and inferential statistics were used to analyze the data. The statistical methods of Kolmogorov-Smirnov test, Pearson correlation, regression were used and structural equations were used for fitting the model. To analyze the information and calculate the results, the SPIAS and IMOS software version 23 was used. The results showed that research findings showed that there is a positive relationship between all the components of advertising, public relations and personal sales with consumer behavior. Therefore, it can be stated that public relations and personal sales can serve as a mediator variable in the relationship between Advertising and consumer behavior of sports books have a positive role. Also, the role of public relations and personal sales as a mediator in advertising related to consumer behavior was significant. It seems that paying attention to public relations and personal sales simultaneously with advertising can have more positive effects on consumers’ behavior.
