Sport fans’ curiosity and impulsive buying: mediation of social media use intensity
These findings emphasize the importance of fostering social media engagement as a strategic tool in sports marketing. By transforming fans' curiosity into tangible purchasing behavior, this study provides valuable theoretical and practical contributions to understanding fan behavior and offers actionable recommendations for sports marketers seeking to enhance their marketing strategies in the digital era.
Authors
- Chen-Yueh Chen (ORCID: https://orcid.org/0000-0003-1765-7036)
- Yi-Hsiu Lin (ORCID: https://orcid.org/0000-0002-2557-2844)
- Yen‐Kuang Lin (ORCID: https://orcid.org/0000-0002-7027-9508)
- Ya-Lun Chou (ORCID: https://orcid.org/0000-0002-5941-2718)
Institutions
- National Taiwan University (TW)
- National Taiwan Sport University (TW)
Publication Details
- Journal
- Frontiers in Sports and Active Living
- Published
- 2025-02-10
- DOI
- https://doi.org/10.3389/fspor.2025.1519003
- Citations
- 5
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 21.01