Elucidating the role of team-managed social media in influencing sport fans' purchase intention

Abstract

PurposeThis study examined how the repeated information posted by sports teams on their social media pages influences the purchase intention of sports consumers. More specifically, the mere exposure effect was used to describe how relevant, valuable and credible social media posts affect sports consumers' brand awareness, brand attitude and brand images as well as how these effects ultimately influence their purchase decisions.Design/methodology/approachA total of 458 respondents who use social media platforms to access sports team-related information were reached via purposive sampling. Confirmatory factor analysis and covariance-based structural equation modeling were conducted to evaluate measurement and path models. This study also attempted to detect whether there is an indirect effect of sponsor brand awareness on the purchase intention of sports consumers.FindingsThe relevance, value and credibility of social media information significantly and positively affected sponsor brand awareness among the respondents. Such awareness favorably influenced their attitude and perceptions toward sponsor brands. This awareness also indirectly influenced their purchase intention through brand image as a mediator. As well, brand image strongly and directly affected purchase intention.Originality/valueBy identifying the importance of sports team information posted on social media platforms, this study guide sports teams and sponsors in crafting high-quality social media content that enhances brand awareness, brand image and positively shapes consumer attitudes, ultimately driving purchase intention.