Individuals’ Purchase Intention on Influencers’ Collaborated Sports Items

Research Article
Open access

Individuals’ Purchase Intention on Influencers’ Collaborated Sports Items

Hang Yu 1* , Yanbo Zhao 2
  • 1 Humanities and Social Science, University of Nottingham Ningbo Campus, Ningbo, China,     
  • 2 School of Engineering, Ulster University, Belfast, British    
  • *corresponding author hmyhy7@nottingham.edu.cn
AEMPS Vol.186
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-153-2
ISBN (Online): 978-1-80590-154-9

Abstract

With the rapid development of social media, social media influencers have emerged intensively, and consumer behavior has undergone significant changes, particularly in the sports industry. In this context, there are potential opportunities for collaboration between influencers and brands to promote sports related products. However, current research on how such collaborations affect consumers' willingness to purchase sports equipment is relatively limited. This study focuses on this blank field and explores in depth the key factors that influence consumers' willingness to purchase sports equipment through collaborations with online celebrities. This article will comprehensively analyze consumer purchase intention, the core role of online celebrity marketing, the unique characteristics of the sports goods market, and the potential impact of cooperation between the two parties on purchase intention. These investigations will not only add new insights to the literature on influencer marketing, but also reveal potential opportunities and underlying mechanisms for influencer collaboration to drive consumer behavior in the sports industry.

Keywords:

Influencers, Consumer behavior, FOMO, Materialism, Health value

Yu,H.;Zhao,Y. (2025). Individuals’ Purchase Intention on Influencers’ Collaborated Sports Items. Advances in Economics, Management and Political Sciences,186,23-27.
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References

[1]. Statista. (2025). Global influencer marketing value 2015 - 2025. Retrieved from https://www.statista.com/statistics/1092819/global-influencer-market-size/

[2]. Adidas. (2022). 2022 Annual Report. Retrieved from https://report.adidas-group.com/2022/en/

[3]. Baati, O. and Akrout, F. (2024) ‘How long does purchase intention exist? “Buying intention survival”: a new insight into forecasting purchase intention abandonment’, The Journal of Consumer Marketing, 41(7), pp. 734–750.

[4]. Dinh, T.C.T. and Lee, Y. (2022) ‘“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers’, Journal of Research in Interactive Marketing, 16(3), pp. 346–364.

[5]. Lu, B. and Chen, Z. (2021) ‘Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective’, Information & Management, 58(7), p. 103509.

[6]. Lee, J.A. et al. (2022) ‘Why are consumers following social media influencers on Instagram? Exploration of consumers' motives for following influencers and the role of materialism’, International Journal of Advertising, 41(1), pp. 78–100.

[7]. Smith, J., 2023. Spotify and FC Barcelona: Music Meets Football in Fan Engagement Strategy. London: Digital Sports Journal.

[8]. SportsPro Media, 2023. FC Barcelona’s Spotify Deal Drives 30% Surge in Jersey Sales. [online] Available at: https://www.sportspromedia.com/news/barcelona-spotify-jersey-sales-2023/

[9]. Naidoo, T. and Pillay, S., 2021. Athlete-Influencer Partnerships and Sportswear Branding in Africa: A Case Study of Puma and Thembi Kgatlana. Johannesburg: Sports Business Review.

[10]. PencilNews. (2019, December 26). The food brand "Wang Bao Bao" received tens of millions of yuan in Series A investment, focusing on health and fashion+KOL sales | Wang Bao Bao. [online] Available at: https://www.pencilnews.cn/p/35912.html

Cite this article

Yu,H.;Zhao,Y. (2025). Individuals’ Purchase Intention on Influencers’ Collaborated Sports Items. Advances in Economics, Management and Political Sciences,186,23-27.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool

ISBN：978-1-80590-153-2(Print) / 978-1-80590-154-9(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/Bratislava.html
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.186
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Statista. (2025). Global influencer marketing value 2015 - 2025. Retrieved from https://www.statista.com/statistics/1092819/global-influencer-market-size/

[2]. Adidas. (2022). 2022 Annual Report. Retrieved from https://report.adidas-group.com/2022/en/

[3]. Baati, O. and Akrout, F. (2024) ‘How long does purchase intention exist? “Buying intention survival”: a new insight into forecasting purchase intention abandonment’, The Journal of Consumer Marketing, 41(7), pp. 734–750.

[4]. Dinh, T.C.T. and Lee, Y. (2022) ‘“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers’, Journal of Research in Interactive Marketing, 16(3), pp. 346–364.

[5]. Lu, B. and Chen, Z. (2021) ‘Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective’, Information & Management, 58(7), p. 103509.

[6]. Lee, J.A. et al. (2022) ‘Why are consumers following social media influencers on Instagram? Exploration of consumers' motives for following influencers and the role of materialism’, International Journal of Advertising, 41(1), pp. 78–100.

[7]. Smith, J., 2023. Spotify and FC Barcelona: Music Meets Football in Fan Engagement Strategy. London: Digital Sports Journal.

[8]. SportsPro Media, 2023. FC Barcelona’s Spotify Deal Drives 30% Surge in Jersey Sales. [online] Available at: https://www.sportspromedia.com/news/barcelona-spotify-jersey-sales-2023/

[9]. Naidoo, T. and Pillay, S., 2021. Athlete-Influencer Partnerships and Sportswear Branding in Africa: A Case Study of Puma and Thembi Kgatlana. Johannesburg: Sports Business Review.

[10]. PencilNews. (2019, December 26). The food brand "Wang Bao Bao" received tens of millions of yuan in Series A investment, focusing on health and fashion+KOL sales | Wang Bao Bao. [online] Available at: https://www.pencilnews.cn/p/35912.html

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