DETERMINANTS OF CONSUMER BEHAVIOR IN SPORTS MARKETING: AN EMPIRICAL ANALYSIS OF THE IMPACT OF SPONSORSHIP, BRAND IMAGE, AND DIGITAL CAMPAIGNS
DOI:
https://doi.org/10.46793/ManagSport17-1.176PKeywords:
consumer behavior, sports marketing, sponsorship, brand image, digital campaigns and social mediaAbstract
The paper examines the impact of key elements of sports marketing on consumer behavior and the purchase decision-making process, with particular attention to sponsorship, brand image, digital campaigns, social media, media exposure, and brand loyalty. The aim of the research is to determine how these factors affect consumer perceptions and purchase intentions, as well as whether statistically significant differences exist in relation to the basic sociodemographic characteristics of respondents. The empirical research was conducted using a quantitative approach, with primary data collected through an online survey on a convenience sample of consumers in the Republic of Serbia. Descriptive statistics, independent samples t-tests, and one-way analysis of variance (ANOVA) were employed for data analysis and hypothesis testing. The results demonstrate that sponsorship and the presence of brands in the sports environment significantly enhance brand recognition and the formation of positive consumer attitudes. Furthermore, the findings indicate that social media and digital promotions play a crucial role in stimulating purchases, while loyalty to a sports club and identification with sports-related content additionally drive product choice. Statistically significant differences were found in relation to gender, age, and monthly income, especially in the segments of media exposure and the influence of social media, while differences according to region and marital status were not confirmed. The findings indicate that sports marketing is an important instrument in shaping consumer behavior and improving the market positioning of sports organizations and brands.
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