Sport fans’ curiosity and impulsive buying: mediation of social media use intensity

Sport fans’ curiosity and impulsive buying: mediation of social media use intensity

IntroductionSports fans' curiosity and impulsive buying tendencies are important topics in sports marketing, yet the mediating role of social media use intensity in linking these variables remains underexplored. Grounded in the Stimulus-Organism-Response (S-O-R) theory, this study examines how...

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Bibliographic Details
Main Authors: Chen-Yueh Chen, Ya-Lun Chou, Yi-Hsiu Lin, Yen-Kuang Lin
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-02-01
Series:Frontiers in Sports and Active Living
Subjects:
sports fans’ curiosity
social media use intensity
impulsive buying
mediation analysis
SEM
Online Access:https://www.frontiersin.org/articles/10.3389/fspor.2025.1519003/full
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