The Effect of YouTube Sports Branded Contents Characteristics On Viewing Satisfaction, Brand Image, Purchase Intention

Abstract

By analyzing the impact of YouTube sports branded contents characteristics on viewing satisfaction, brand image, and purchase intention, the purpose of this study was to provide sports brand companies with basic data for efficient YouTube sports branded contents planning, production, and effective marketing strategies. In order to achieve the purpose of the study, people with experience watching YouTube sports branded content were selected as the population. Frequency Analysis, Exploratory Factor Analysis, Reliability Analysis, Correlation Analysis, and Multiple Regression Analysis were conducted using SPSS 28.0 Version, and the analysis results are as follows. First, among the sub-factors of YouTube sports branded contents characteristics, entertainment, information, creativity, and indirectness factors were found to have a significant effect on viewing satisfaction, but empathy factors did not. Second, among the sub-factors of YouTube sports branded contents characteristics, it was found to have a significant impact on the brand image in the order of empathy, information, entertainment, and creativity, but indirect factors did not. Third, among the sub-factors of YouTube sports branded contents characteristics, information, empathy, creativity, and entertainment were found to have a significant effect on purchase intention, but indirect factors did not. Accordingly, sports brand companies are expected to gain a strong competitive advantage if they utilize YouTube