Comparison of Brand Purchase Intentions for Domestic and International Sports Brands Among Generation Z Consumers, with an Emphasis on Social Media Influencers

AmirHoseni, Seyed Ehsan; Ameri, Ayob; Moradian, Ehsan

doi:10.30473/jsm.2023.65581.1675

Document Type : Research Paper

Authors

¹ Associate prof, Department of sport science, Yasuj Branch, Islamic Azad University, Yasuj, Iran

² Ph.D. student in sports management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

³ Ph.D. student in Sports Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran.

https://doi.org/10.30473/jsm.2023.65581.1675

Abstract

The present study was conducted to compare the purchase intentions of Generation Z consumers regarding domestic and foreign sports brands, with an emphasis on social media influencers. This research employed a survey methodology. The statistical population included all Generation Z customers of sports stores in Yasouj city; however, their exact number was not available. Using Cochran's sample size formula, a sample of 384 participants was determined, assuming an unknown population size. Data collection tools included the social media influencer questionnaire developed by Son et al. (2021) and the questionnaire by Boon et al. (2020).
For data analysis, independent t-tests and analysis of variance (ANOVA) were used. The results indicated a significant difference in the desire to purchase domestic sports brands among Generation Z consumers based on the type of social media influencer (F=13.658; significance level=0.001). Specifically, the willingness to buy domestic sports brands in the peer and friend group (mean=2.85) was higher than in other groups.
Similarly, a significant difference was observed in the willingness to purchase foreign sports brands based on the type of social media influencer (F=11.587; significance level=0.001). In this case, the group of advertising influencers (mean=4.08) had the greatest impact on the willingness of Generation Z consumers to buy foreign sports brands, indicating that this group exerted the most influence on their purchase intentions.

Keywords

Main Subjects

Sports Media

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Communication Management in Sport Media

Comparison of Brand Purchase Intentions for Domestic and International Sports Brands Among Generation Z Consumers, with an Emphasis on Social Media Influencers

References

References

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 209-220

Comparison of Brand Purchase Intentions for Domestic and International Sports Brands Among Generation Z Consumers, with an Emphasis on Social Media Influencers

References

References

Volume 12, Issue 1 - Serial Number 45November 2024Pages 209-220

Volume 12, Issue 1 - Serial Number 45
November 2024
Pages 209-220