The Impact of Professional Sports SNS Related Marketing Activities on the Confidence in Club and the Intention to Watch

Abstract

Purpose: The purpose of this study is to examine and understand the effect of the SNS related marketing activi-ties, which have recently emerged as an essential element for each club, including professional sports federations or associations, on the confidence in club and the intention to watch, and the direction of marketing activities related to professional sports. and assist with strategy formulation. Method: In this study, as of 2022, 260 fans of the four major domestic professional sports (professional baseball, professional soccer, professional volleyball, and professional basketball) were surveyed and the convenience sampling method was used as the sampling method, while the survey was conducted by the self-administration method. Among the collected questionnaires, 253 questionnaires were used as the valid samples, excluding the data with insincere responses or omission of some of the contents of the survey. The measurement tool was a questionnaire, and the data processing is the SPSS 23.0 Program, a statistical package program, and the frequen-cy analysis, reliability verification, factor analysis, correlation analysis, and the multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification, the SNS related marketing activities turned out to be event factor (α=.884), information factor (α=.871), and advertisement factor (α=.814), and confidence in club was classified as a confidence in club factor (α=.887), and intention to watch was classified as an intention to watch factor (α=.912). Furthermore, the SNS related marketing activities (event factor, information factor, and advertisement factor) affect the confidence in club, and the SNS related marketing activities (event factor, information factor, advertisement factor) affect the intention to watch, while the confidence in club was found to have an effect on the intention to watch. Conclusion: In this study, the SNS related marketing activities of professional sports clubs affect the confidence in club and the intention to watch, and related organizations including professional sports clubs that are develop-ing the SNS related marketing activities or planning the SNS related marketing activities in the future rather than providing information at the strategic level of ticket sales and publicity, from the consumer s point of view, will need to identify information related to their needs and desires, truly understand consumers, and provide the desired information appropriately through strengthening a reciprocal relationship to ensure that they can feel satisfaction. Furthermore, in the social media environment, it is necessary to develop diverse contents through various methods to accurately understand the interests of advertisement audiences and satisfy their needs, and it is determined to have a positive effect on in club and intention to watch, and professional sports clubs should use SNS related marketing activities more actively, and professional sports clubs will need to use the SNS related marketing activities far more actively.