@article{ART002889740},
author={Son Won Ho and Sung-Soo Park},
title={Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2022},
volume={27},
number={10},
pages={81-88},
doi={10.9708/jksci.2022.27.10.081}
TY - JOUR
AU - Son Won Ho
AU - Sung-Soo Park
TI - Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention
JO - Journal of The Korea Society of Computer and Information
PY - 2022
VL - 27
IS - 10
PB - The Korean Society Of Computer And Information
SP - 81
EP - 88
SN - 1598-849X
AB - 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.
KW - Social Media;Sports Advertisement;Engagement;Product Trust;Purchase Intention
DO - 10.9708/jksci.2022.27.10.081
ER -
Son Won Ho and Sung-Soo Park. (2022). Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention. Journal of The Korea Society of Computer and Information, 27(10), 81-88.
Son Won Ho and Sung-Soo Park. 2022, "Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention", Journal of The Korea Society of Computer and Information, vol.27, no.10 pp.81-88. Available from: doi:10.9708/jksci.2022.27.10.081
Son Won Ho, Sung-Soo Park "Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention" Journal of The Korea Society of Computer and Information 27.10 pp.81-88 (2022) : 81.
Son Won Ho, Sung-Soo Park. Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention. 2022; 27(10), 81-88. Available from: doi:10.9708/jksci.2022.27.10.081
Son Won Ho and Sung-Soo Park. "Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention" Journal of The Korea Society of Computer and Information 27, no.10 (2022) : 81-88.doi: 10.9708/jksci.2022.27.10.081
Son Won Ho; Sung-Soo Park. Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention. Journal of The Korea Society of Computer and Information, 27(10), 81-88. doi: 10.9708/jksci.2022.27.10.081
Son Won Ho; Sung-Soo Park. Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention. Journal of The Korea Society of Computer and Information. 2022; 27(10) 81-88. doi: 10.9708/jksci.2022.27.10.081
Son Won Ho, Sung-Soo Park. Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention. 2022; 27(10), 81-88. Available from: doi:10.9708/jksci.2022.27.10.081
Son Won Ho and Sung-Soo Park. "Effect of Social Media Engagement of Sports Advertisement on Product Trust and Purchase Intention" Journal of The Korea Society of Computer and Information 27, no.10 (2022) : 81-88.doi: 10.9708/jksci.2022.27.10.081
