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http://dx.doi.org/10.9708/jksci.2022.27.10.081

Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention  

Son, Won-Ho (Dept. of College of Sports Science, Dankook University)
Park, Sung-Soo (Dept. of Sports Coaching, Suwon Women's University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.10, 2022 , pp. 81-88 More about this Journal
Abstract
The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.
Keywords
Social Media; Sports Advertisement; Engagement; Product Trust; Purchase Intention;
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