Browse > Article
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)
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;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 H. A. Cha, "Instagram, YouTube, it's over: Sales reached 23 trillion won last year," http://it.chosun.com/site, Feb 2020.
2 E. Malthouse & B. Calder & A. C. Tamhene, The Effects of Media Content Experience on Advertising Effectiveness. Journal of Advertising, 34(6), 7-18, 2007.
3 C. J. Lee, The Role of Internet Engagement in the Health-Knowledge Gap. Journal of Broadcasting & Electronic Media, September, 365-382, 2009.
4 H. J. Kim, A Study on the Factors Affecting the SNS Advertising Attitude - Focus on Perceived Fit and Identification in SNS Advertising. The Korean Advertising & PR Practitioners Society, 6(1), 7-28, 2013.
5 H. H. Hong, "The Influence of Contents-Induced consumers' emotion on Contents Engagement and Advertising Effect: Mediation effects of Contents Engagement and Moderating roles of Intrusiveness," M.A. Thesis. Hanyang University, Seoul, Korea, 2015.
6 Y. K. Chun, "The structural relationship between sport brands' social network service traits, media & brand engagement, and purchase intention," M.A. Thesis. Kyung-Hee University, Seoul, Korea, 2020.
7 K. W. Byun & S. Kim, "A Study on the Effects of Advertising Attributes in YouTube e-sport Video, International journal of internet, broadcasting and communication," Vol. 12, No, 2, pp. 137-143, May 2020. DOI : http://dx.doi.org/10.7236/IJIBC.2020.12.2.137   DOI
8 A. Wang, Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 12, 355-368, 2006.   DOI
9 K. S. Han & J. H. Cho, "The Effect of Presence and Engagement in HMD(Head Mounted Display) Virtual Reality Advertising on Attitude and Memory," Journal of the Korea Convergence Society, Vol. 10, No. 6, pp. 139-146, Oct 2019.   DOI
10 S. S. Oh, The effect of the interaction between ratings and engagement on the effect of broadcasting advertisements. Journal of the Korean Broadcasting Society Vol. 2009, No. 11, pp. 49-50, 2009.
11 R. H. Ducoffe, "Advertising Value and Advertising on the Web," Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35, Nov 1996.
12 D. C. An & S. H. Kim, Attitudes toward SNS Advertising : A Comparison of Blog, Twitter, Facebook, and YouTube. Journal of Korea Advertising Society, 23(3), 53-84, 2012.
13 H. M. Byeon & S. W. Shim, "The Relationship between Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type(Instagram, Facebook and Youtube)," The Korean Advertising and PR Practioners Society, Vol. 13, No. 2, pp. 58-90, May 2020.
14 H. J. Sung & S. G. Lee, SNS Usage-based Segmentation of Restaurant Customers. The Korea Academic Society of Tourism and Leisure, 26(4), pp.189-204, 2014.
15 S. H. Lee, The Research Trend and Theorizing of Mobile Advertising. Korean Society for Journalism & Communication Studies), 6(1), pp. 6-44, 2010.
16 Y. S. Kim, & J. H. Mo, A Study on the Moderating Effects of Consumers' Consumption Propensity in Respect to the Effects SNS Advertising Attributes and SNS Engagement Had on Selection Intention of Beauty Shops. Journal of The Korean Society of cosmetology, 28(4), pp. 772-783, 2022.   DOI
17 Y. J. Yang, & J. S. Yoo, A Study on the Effect of Self-determination Factors on SNS Engagement and Word-of-mouth Effect. The Korean Journal of Advertising and Public Relations, 16(4), pp.44-76, 2014.
18 M. H. Yang, "The Structural Relationship among Advertisement Attributes, Advertisement Attitude, Product Attitude, Product Image and Purchasing Intention in Golf Broadcasting," Dr. Thesis. Dankook University, Yong-In, Korea, 2017.
19 S. C. Chu, & Y. Kim, Determinants of Consumer Engagement in Electronic World-of-Mouth(eWOW) in Social Networking Sites. International Journal of Advertising, 30(1), 47-75, 2011.   DOI
20 A. Wang, Advertising engagement: A Driver of message involvement on message effects. Journal of Advertising Research, 12, 355-368, 2006.   DOI
21 E. H. Kim, A Study on Engagement and Behavior Intention Depending on the Properties of SNS Cosmetic Advertisement : Focused on the College Students in Gwangju. M.A. Thesis. Ho-Nam University, Gwangju, Korea, 2021.
22 J. H. Cho & J. W. Jun, "Impact of Engagement and Consumer Experience on Trust, Satisfaction, Intention to Use and Advertisement Attitude in Social Media. Journal of Speech," Media & Communication Association, Vol. 19, No. 3, pp. 307-337, Aug 2020.
23 J. M. Lee, "SNS engagement and product involvement Effect of Advertising." M.A. Thesis. Hansung University, Seoul, Korea, 2014.
24 D. Y. Roh, Y. S. Oh, & J. P. Kim, "The effect of Cross-Media Advertising Effectiveness on Engagement and Purchase Intention of Martial Art Sports Equipment Companies," The Korean Society Of Sports Science, Vol. 25, No. 1, pp. 761-771, Feb 2016.
25 W. S. Choi, & Y. J. Kim, "A Effect of Relationship on SNS Chef's Influencer Characteristics to Engagement, Consumers Attitude and Purchase Intention." Journal of Foodservice Management Society of Korea, Vol. 24, No. 2, pp. 79-102, 2021.   DOI
26 Y. C. Kim, S. G. Yoon & S. Y. Bang, "The Effects of Celebrity's Traits on Media Engagement, Advertising Effect and Purchasing Intention in Food Service Industry," Culinary Science & Hospitality Research Culinary Science & Hospitality Research, Vol.23, No.7, pp. 204-219, Oct 2017. DOI : http://dx.doi.org/10.20878/cshr.2017.23.7.021   DOI
27 K. Y. Lee, Effects of emotion elicited by internet contents on attitude toward floating ad: With emphasis on the intermediating effect of contents engagement and the moderating effect of perceived intrusiveness of floating ad. Journal of Practical Research in Advertising and Public Relations, 11(1), 158-186, 2018.   DOI
28 J. Clement, "Global social network penetration 2014-2021," Statista, Nov 2019.
29 J. S. Lim, Y. C. Hwang, S. Kim & Biocca, F. A. "How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment," Computers in Human Behavior, Vol. 46, pp. 158-167, Jan 2015.   DOI