The Impact of Observability and Compatibility on Consumers' Attitudes Towards AI-Generated Sports Marketing Content and Its Effect on Purchase Intent

Document Type : Original Article

Authors

1 Department of Sport Management, University of Tabriz, Tabriz, Iran

2 Department of Sports Management,, University of Tabriz , Tabriz, Iran.

10.22034/sms.2024.141529.1367

Abstract

This article examines the influence of observability and compatibility of AI-generated sports marketing content on consumers' attitudes and purchase intent. Given the increasing use of AI in sports marketing, understanding how this emerging technology affects consumer behavior is important. Data were collected via a questionnaire using simple random sampling from sports consumers (n=300). Quantitative research methods and structural equation modeling (SEM) were employed, and data were analyzed using SEM - Smart PLS TM3 software. The results indicate that observability and compatibility significantly influence consumers' attitudes, which in turn affect their purchase intent. The research model's robustness was confirmed through R2 and β values, highlighting the importance of leveraging innovative technologies in sports marketing. This study contributes to the limited literature focusing on the impacts of AI-generated content in the sports industry, providing recommendations for enhancing sports marketing strategies.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 24 September 2024

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