International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Effect of SNS sports advertisement Engagement on advertising attitude, product trust, and purchase intention of sports participants with disabilities

  • Lee, Kwang-Woo (Department of Sport Science, Chungnam National University)
  • Received : 2021.09.21
  • Accepted : 2021.09.28
  • Published : 2021.12.31
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Abstract

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

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