دانشگاه کردستان مطالعات بازاریابی ورزشی 2783-0535 6 1 2025 03 21 The Impact of Observability and Compatibility on Consumers' Attitudes Towards AI-Generated Sports Marketing Content and Its Effect on Purchase Intent The Impact of Observability and Compatibility on Consumers' Attitudes Towards AI-Generated Sports Marketing Content and Its Effect on Purchase Intent 1 14 63442 10.22034/sms.2024.141529.1367 FA Sajjad Pashaie Assistant Professor of Sports Management; Department of Sports Management; Faculty of Physical Education and Sport Sciences; University of Tabriz; Tabriz; Iran Mohana Nasirpour MSc. Student in Sport Management; Department of Sport Management; Faculty of Physical Education and Sport Sciences; University of Tabriz; Tabriz; Iran Journal Article 2024 06 14 In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS _TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R² and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies. In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS _TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R² and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies. https://gsmsmr.uok.ac.ir/article_63442_1a4998b25f4ce5897ae582d05cb66b68.pdf