The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility

This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the relationship between team identification and p...

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Autor principal:	Jin Kyun Lee
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	sports influencer marketing sports influencer credibility team identification ad content value purchase intention Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c9c3041510e24f8080ffbeccc2b2ab12
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spelling	oai:doaj.org-article:c9c3041510e24f8080ffbeccc2b2ab122021-12-02T17:58:20ZThe effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility2331-197510.1080/23311975.2021.1957073https://doaj.org/article/c9c3041510e24f8080ffbeccc2b2ab122021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1957073https://doaj.org/toc/2331-1975This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the relationship between team identification and purchase intention. Team identification positively affected consumer purchase intention and ad content value. Also, ad content value mediated the relationship between team identification and purchase intention. Sports influencer credibility moderated the mediation effect of ad content value on purchase intention as well as team identification. This study provides implications for planning sports influencer marketing in the South Korean market.Jin Kyun LeeTaylor & Francis Grouparticlesports influencer marketingsports influencer credibilityteam identificationad content valuepurchase intentionBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	sports influencer marketing sports influencer credibility team identification ad content value purchase intention Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	sports influencer marketing sports influencer credibility team identification ad content value purchase intention Business HF5001-6182 Management. Industrial management HD28-70 Jin Kyun Lee The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
description	This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the relationship between team identification and purchase intention. Team identification positively affected consumer purchase intention and ad content value. Also, ad content value mediated the relationship between team identification and purchase intention. Sports influencer credibility moderated the mediation effect of ad content value on purchase intention as well as team identification. This study provides implications for planning sports influencer marketing in the South Korean market.
format	article
author	Jin Kyun Lee
author_facet	Jin Kyun Lee
author_sort	Jin Kyun Lee
title	The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
title_short	The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
title_full	The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
title_fullStr	The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
title_full_unstemmed	The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility
title_sort	effects of team identification on consumer purchase intention in sports influencer marketing: the mediation effect of ad content value moderated by sports influencer credibility
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/c9c3041510e24f8080ffbeccc2b2ab12
work_keys_str_mv	AT jinkyunlee theeffectsofteamidentificationonconsumerpurchaseintentioninsportsinfluencermarketingthemediationeffectofadcontentvaluemoderatedbysportsinfluencercredibility AT jinkyunlee effectsofteamidentificationonconsumerpurchaseintentioninsportsinfluencermarketingthemediationeffectofadcontentvaluemoderatedbysportsinfluencercredibility
_version_	1718379013879103488

The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility

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