Swipe, view, engage: the interplay of athlete social media content and viewer attitudes on sports perception and interest

Abstract

Purpose

Influencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the impact of athlete influencers on sports perceptions, with a focus on korfball. Using korfball as a representative sport minimizes biases, allowing a nuanced exploration of athlete-generated content’s direct influence on viewer attitudes.

Design/methodology/approach

A questionnaire survey with 319 respondents explores variables like athlete attitude, attractive appearance, social media profile attitude, emotional engagement toward korfball, korfball perception, korfball interest and general sports attitude. Structural equation modeling analysis examines relationships among these variables.

Findings

The study delves into the complex interplay among athlete attitude, social media attitude and emotional engagement toward sports, emphasizing the pivotal role of authenticity in fostering deeper connections. Contrary to expectations, athlete attractiveness did not significantly influence viewer priorities, signaling a notable shift towards valuing authenticity and performance. Furthermore, the research explores how general sports attitudes moderate relationships between sports perceptions and interest, offering critical insights for sports sociology and marketing.

Originality/value

This study innovates by focusing on korfball, emphasizing authenticity over attractiveness and providing insights into the evolving dynamics of sports marketing and consumer behavior in the digital age. This research evidences the profound impact of the digital age on sports engagement, laying a foundation for future studies and practical applications in sports sociology, marketing and consumer behavior.

Citation

Szymkowiak, A., Garczarek-Bąk, U. and Bączyk, M. (2024), "Swipe, view, engage: the interplay of athlete social media content and viewer attitudes on sports perception and interest", Sport, Business and Management, Vol. 14 No. 5/6, pp. 729-751. https://doi.org/10.1108/SBM-11-2023-0138