Year-end Sale % OFF 
Abstract
This study commence with primary purpose to examine the effect of advertising model (sports star vs. influencer) and the type of advertising (direct vs. indirect) on the purchase intentions towards the sportswear product in a social media context. and to analyze the moderating effect of upward social comparison on the aforementioned relationship. The experimental situations were divided into 4 versions; sports star & direct advertisements, sports star & indirect advertisements, influencer & direct advertisements, influencer & indirect advertisements. A questionnaire was distrubuted to a total of 232 people in their 10s- 40s. This study carried out an online and offline survey obtaining 228 valid samples. The study conducted data analysis of Descriptive Analysis, Confirmatory Factor Analysis, (2×2×3) Anova Analysis using SPSS 25.0 to analyze the data. The results of this study indicated as follows. First of all, results show that there is a significant effect of model type on the purchase intentions of participant. second, results revealed that there is a significant model purchase intention only for the high and middle.
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