The Influence of Multimedia Exposure on Purchase Intention of Sponsored Products: The Case of the 2010 FIFA World Cup

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Seok Kang The University of Texas at San Antonio, USA

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Soonhwan Lee Indiana University Purdue University Indianapolis, USA

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Kang-Bon Goo Daegu Haany University, South Korea

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The current study examined how U.S. soccer fans’ multimedia exposure to the 2010 FIFA World Cup in South Africa and psychological factors affected purchase intention of sponsored products in an integrated model. The model tested the influence of multimedia exposure on attitude toward the sponsored products, important others’ voices, and self-control toward the brands, which could affect purchase intention. In addition, the influence of past experience with the sponsored brands on purchase intention was tested in the model. A self-reported online survey was distributed to two university communities in the U.S. after the 2010 FIFA World Cup. The analysis of 650 responses reported that multimedia exposure did not directly influence purchase intention of sponsored products, but indirectly affected intention through psychological factors (attitude and subjective norm). U.S. audiences of the 2010 FIFA World Cup tended to be affected by value, excitement, emotional feeling, and others’ voice rather than self-controlled determination for purchase intention of sponsored products. The results tested in the integrated model indicate that multimedia exposure to the FIFA World Cup is likely to foster a social facilitation atmosphere which positively influences purchase intention.

Kang is with the Dept. of Communication, The University of Texas at San Antonio. Lee is with the Sport Management Program, Dept. of Kinesiology, Indiana University Purdue University Indianapolis. Goo (cokocom@hanmail.net) is with the Dept. of Gerokinesiology and Sports Industry, Daegu Haany University, Daegu, South Korea.

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