Abstract
The purpose of this study is to provide basic data for establishing an effective sports influencer marketing strategy and establishing a fair trade culture, and to investigate the influence of sports influencer characteristics on hashtags and consumer behavioral intentions. From October 1 to 7, 2022, an online survey link was distributed to Instagram users, and 301 out of a total of 325 questionnaires, excluding 24 questionnaires that responded insincerely or collectively, were finally used for data analysis. In this study, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and simple regression analysis were performed using SPSS 27.0, and the results of the study are as follows. First, sports influencer characteristics have a positive effect on hashtags, and second, hashtags have a positive effect on consumer behavioral intentions. Third, sports influencer characteristics were found to have a positive effect on consumer behavioral intention. Accordingly, through a new awareness of the display advertising method of companies and sports influencers using influencer marketing, proper display advertising using hashtags will be activated and a fair trade culture will be established.
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