The Influence Mechanism of Digital Marketing on Participate Willingness in Mass Sporting Events

DOI: https://doi.org/10.62517/jbm.202509207

Author(s)

Feiping Liu, Jing Qiu

Affiliation(s)

PE Department, Wuhan Institute of Technology, Wuhan, Hubei, China

Abstract

In the context of the deep integration of the digital economy and national fitness, digital marketing has become a key engine for mass sports events to stimulate participation willingness and expand domestic demand. Based on the SOR theoretical model, this study introduces the mediating variable of customer value perception and constructs a structural equation model with digital marketing channels, content marketing, e-word-of-mouth marketing, and key opinion leader marketing as independent variables, and participant's willingness to participate as dependent variable. Through the questionnaire and mathematical analysis for hypothesis testing, the empirical results show that: digital marketing channels, content marketing, electronic word-of-mouth marketing, and key opinion leader marketing have a positive effect on the willingness to participate, and value perception plays a part of the intermediary effect, which verifies the "technology empowerment-value perception-behavioural transformation" logical chain. This validates the logical chain of "technology empowerment-value perception-behavioural transformation".

Keywords

Digital Marketing; Mass Sports Events; Participation Intention

References

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