The influence of sports influencer attributes and content quality on consumer purchase intentions

The field of sports influencers remains underexplored despite their unique capabilities to connect with their fan followers through credibility and their shared values. This research, grounded in the Stimulus-Organism-Response (S-O-R) theory, examines how sports influencer traits (trustworthiness, credibility, authenticity, uniqueness, popularity, attractiveness) and content value (informative value, entertainment value) shape consumer attitudes, brand value, and intentions. Based on 424 valid responses from Indian sports influencer followers, analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4, findings show that traits such as trustworthiness, credibility, authenticity, and uniqueness significantly influence attitude towards the influencer, whereas attractiveness and popularity are not significant. For brand value, the significant predictors are trustworthiness, attractiveness, popularity, and uniqueness, while credibility and authenticity show no effect. Furthermore, influencer-brand congruence as a moderator was insignificant. Theoretically, the research contributes to the S–O–R literature by unifying influencer attributes and content value into an integrated framework for sports influencer marketing. On a practical note, it guides marketing executives to aim at authentic, informative and engaging content. This research aligns with the following SDGs: Decent Work and Economic Growth (SDG 8) and Industry, Innovation, and Infrastructure (SDG 9).