Sports advertising and consumer intentions: Insights from the 2024 Paris Olympics

This study investigated the impact of viewing sports advertising content related to the 2024 Paris Summer Olympics on consumers' intention to purchase sports goods and share information. Applying the theory of planned behavior, we analyzed how attitude, subjective norms, and perceived behavioral control influence these intentions. In August 2024, we conducted an online survey with 343 participants in South Korea, who had watched Olympics-related YouTube content and advertisements. The collected data were analyzed using SPSS and Amos software. The results indicated that attitude, subjective norms, and perceived behavioral control were significant predictors of both purchase intention and information-sharing intention. Thus, the theory of planned behavior is an appropriate theoretical framework for explaining this phenomenon. The findings provide practical implications, suggesting that enhancing consumer attitudes, leveraging social influence, and supporting factors related to behavioral control are important in developing marketing strategies.