The influence of the characteristics of sports influencer perceived by the MZ generation on brand authenticity and behavioral intention

For the MZ generation, the role of information carriers through SNS is very important, and such information carriers are called influencer. In particular, sports influencer working in the sports field are recognized in a new positioning area that will provide authenticity to consumers who have less trust in a company&quots products or services due to intensifying competition and reckless product development. Therefore, the purpose of this study is to investigate the effect of sports influencer characteristics on brand authenticity and behavioral intention.<br/> From March 2 to April 30, 2024, a survey was conducted by setting the MZ generation, born in 1980 to 2004, as the population. A total of 250 questionnaires were distributed, of which 207 copies were used for the analysis of this study, excluding 43 copies that did not respond or responded insincerely. Frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis were used as research methods using the SPSS 23.0 statistical program.<br/> The research results are as follows. First, among the sub-factors of sports influencer characteristics, professionalism and intimacy had a statistically significant effect on brand authenticity factors. Second, among the sub-factors of sports influencer characteristics, professionalism, truthfulness, and attractiveness had a statistically significant effect on the behavioral intention factor. Third, the brand authenticity factor had a statistically significant effect on the behavioral intention factor.