The Impact of Social Media on Sports Consumer Behavior Analysis

The purpose of this study is to investigate the effects of different sports-related content on social media on consumers' sports consumption behaviors, including sports product purchases and sports activity participation. Through questionnaire surveys and linear regression analysis, the study found that specific content types can effectively enhance public participation in sports activities and desire to purchase sports products. The findings suggest that virtual interactions on social media influence consumers' sports consumption behavior in an all-encompassing way through a variety of mechanisms such as role model demonstration, self-efficacy enhancement, social identity establishment, immersive experience stimulation, and purchase decision influence. This study provides precise social media marketing strategy suggestions for sports brands and theoretical support for promoting sports policies for all.