International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Structural Relationship between SNS Sports Advertisement Engagement and Advertising Attitude and Purchase Intention

  • Lee, Kwang-Woo (Department of Sport Science, Chungnam National University)
  • Received : 2021.10.15
  • Accepted : 2021.10.22
  • Published : 2021.11.30
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Abstract

The purpose of this study was to investigate the relationship between the formation of advertising attitudes and purchase intentions for users' products according to the difference in engagement of SNS sports advertisements and provide them with evidence to suggest directions for SNS sports advertising strategies. For this purpose, after establishing a hypothesis between engagement, advertising attitude, and purchase intention, a questionnaire was distributed to employees of sports administration organizations that have experienced or are using SNS and statistically processed using 460 copies of self-administeration. Through this process, we obtained the following results. First, it was found that engagement had a significant effect on advertising attitude. Second, it was found that engagement had a significant effect on purchase intention. Third, it was found that advertising attitude had a significant effect on purchase intention. From the results of this study, it can be seen that the SNS sports advertisement engagement has a positive effect on the attitude and purchase intention of advertisements conducted on SNS. In other words, it should be actively used to increase more efficient advertising attitudes and purchase intentions through this identified engagement.

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