ORIGINAL RESEARCH article
Front. Sports Act. Living
Sec. Sports Management, Marketing, and Economics
Characteristics of Sports Brand Content on Social Media and Their Effects on Consumers
Provisionally accepted
- heze, Shandong, China
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With the rise of short-video platforms, social media—especially TikTok—is transforming the marketing model of the sports industry by providing brands with targeted consumer engagement channels that enhance communication efficiency and drive digitalization. This study surveyed 1,400 adults in mainland China using validated scales for brand content characteristics, brand attitude, brand loyalty, and purchase intention, with data analyzed through SPSS 28.0 and AMOS 28.0. The results reveal that informativeness, entertainment, interactivity, and authenticity significantly impact consumer purchase intention, with the effects of informativeness and interactivity being particularly comparable in magnitude. Additionally, brand attitude and brand loyalty mediate the relationship between content characteristics and purchase intention, with their effects surpassing the direct influence of the content itself. These findings suggest that by optimizing TikTok sports brand content to provide valuable information and encourage active consumer interaction, sports brands can directly and indirectly enhance consumer purchase intention through improved brand attitude and loyalty.
Keywords: Social Media, Sports Brand Content, brand attitude, Brand loyalty, purchase intention
Received: 11 Oct 2025; Accepted: 05 Nov 2025.
Copyright: © 2025 LIU. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: YUE LIU, lyue19901314@163.com
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