The rapid increase in smartphone usage and internet accessibility has fundamentally transformed the way people consume content. Text-based information consumption has significantly declined, giving way to video-based content consumption (Statista, 2023). YouTube has over 2 billion monthly active users, making it one of the most widely used social platforms globally (Statista, 2024). YouTube offers a wide variety of advertising formats and marketing opportunities, making it an essential medium for companies to connect with consumers (Joo, 2020). Notably, YouTube provides a new advertising paradigm through branded content, which allows brands to communicate with consumers in an interactive and engaging way, leading to more positive consumer experiences (Sweeney et al., 2020).

 

YouTube’s advertising formats include skippable in-stream advertisements, bumper advertisements, and in-feed video advertisements, allowing for selective exposure to consumers (Google Ads, 2022). However, as the volume of advertisements increases, consumers’ advertising-avoidance behaviors also rise (Jung & Heo, 2021). To counter this, companies are focusing on creating more engaging and enjoyable content that consumers are less likely to skip (Yang & Cho, 2012). In this context, branded content has emerged as a key strategy for brands to build deeper connections with their audiences. For example, Nike’s “Winner Stays” and “The Last Game” campaigns reached millions of consumers globally, demonstrating the success of engaging branded content on YouTube (Ryan, 2021; Vizard, 2015).

 

YouTube is particularly influential in sports-related content, one of the most popular categories globally. The platform offers a wide range of content, including professional sports analysis, highlights, and training videos, all of which can be effectively combined with advertisements to amplify their impact (J. H. Kim & Kim, 2021). Studies have shown that sports advertising helps consumers form positive attitudes toward brands and strengthens emotional connections with them (Gwinner & Eaton, 1999). Additionally, Keller (1993) highlighted that such advertisements increase consumer engagement and brand loyalty.

 

The 2024 Paris Summer Olympics presented a significant global marketing opportunity for brands. Mega sporting events like the Olympic Games offer an ideal stage for brands to reach a worldwide audience, directly influencing purchase intention and information-sharing behavior related to sports products (Pan & Phua, 2021). Brands can leverage platforms like YouTube to engage with a larger consumer base, using sports content to enhance their marketing strategies.

 

However, most prior research has focused on traditional sports sponsorship, brand awareness, and brand attitude, while there has been limited research on how YouTube sports advertising specifically impacts consumer behavior (Jensen & Cornwell, 2017; Viertola, 2018). There is a need for further investigation into how Olympics-themed YouTube advertising affects consumers’ purchase intention and information-sharing intention. Given that YouTube enables consumers to actively select and engage with content, consumers no longer passively receive advertising. Instead, they actively seek and share information about brands with engaging content (Unnava & Aravindakshan, 2021).

 

This study examined the influence of YouTube sports advertising, specifically during the 2024 Paris Summer Olympics, on consumers’ purchase intention and information-sharing intention regarding sports products. By analyzing how brands utilize global events like the Olympic Games to engage with consumers, we sought to provide strategic insights into how companies can enhance their brand awareness and consumer interaction. Our findings will contribute to understanding how YouTube, as a video-based platform, impacts consumer behavior, providing practical guidance for companies looking to develop more effective digital marketing strategies.

The theory of planned behavior (TPB), proposed by Ajzen (1991), provides a comprehensive framework for predicting and explaining human behavior. The TPB emphasizes that behavioral intention is the key determinant of whether an individual will perform a specific action, and this intention is influenced by three key factors: attitude, subjective norms, and perceived behavioral control (Ajzen, 1991). These three components play a crucial role in shaping consumer behavior and have been widely applied in marketing, advertising, and consumer behavior research.

 

First, attitude refers to the degree to which an individual evaluates a particular behavior as positive or negative (Fishbein, 1975). This evaluation reflects their expectation of whether the behavior will lead to favorable outcomes, and it directly influences their intention to perform the behavior. For instance, Pelaez et al. (2019) emphasized that consumers’ attitude significantly impacts their intention to purchase innovative products, suggesting that a positive attitude toward this behavior increases the likelihood of them engaging in it. Previous research has demonstrated that advertising content perceived as entertaining, informative, and creative positively influences consumers’ attitude and purchase intention (Hsiao et al., 2021; von Felbert & Breuer, 2021). In this study we examined how consumers’ attitude toward watching sports advertising content affects their intention to purchase sports products. We anticipated that if consumers positively evaluated advertising content related to major sporting events like the 2024 Paris Summer Olympics, they would be more likely to develop a stronger intention to purchase the advertised sports products.

 

Next, subjective norms refer to the perceived social pressure to engage in a particular behavior, influenced by the opinions of individuals or groups important to the consumer (Fishbein, 1975). Zhou and Liu (2022) demonstrated the importance of subjective norms in social media marketing, noting that digital content (e.g., influencer advertisements) is heavily shaped by social expectations and pressure. In the context of sports advertising, when consumers perceive that their close network (friends, family, colleagues) views the content positively, their own intention to purchase the advertised products and share information about them is also likely to increase (Leung & Chen, 2017).

 

Finally, perceived behavioral control refers to an individual’s perception of the ease or difficulty of performing a behavior, reflecting their confidence in having the necessary resources or opportunities (Bandura, 1982). Theodorou et al. (2023) highlighted how perceived behavioral control influenced consumers’ online shopping behavior during the COVID-19 pandemic, showing that external factors can significantly affect consumers’ perceived ability to perform certain actions. Prior studies have suggested that the perceived availability of resources positively influences purchase intention (H. Han et al., 2020; J. L. Lee & Jung, 2024). Thus, we anticipated that perceived behavioral control over purchasing sports products or sharing information after viewing sports advertising content would enhance the intention to both make a purchase and share information (Hsu & Huang, 2012).

 

We also examined the importance of information-sharing intention in understanding consumer behavior. Information-sharing intention refers to an individual’s willingness to disclose information to others (Chow & Chan, 2008). In today’s digital environment, this is particularly important on platforms like YouTube, where sports advertising content encourages users to actively share information with others. This sharing often manifests as word-of-mouth, which significantly influences purchasing decisions (Lin, 2007). H. Lee and Hwang (2019) noted that information-sharing intention not only drives consumer behavior such as product purchases but also aids in spreading information on social media, thus increasing brand exposure. Moreover, Wasko and Faraj (2005) found that the credibility and quality of information shared on social media positively influence information-sharing intention, which ultimately leads to increased purchase intention and brand awareness.

 

The 2024 Paris Summer Olympics, as an international sporting event, provided a significant marketing opportunity for brands. Sports advertising content associated with this type of major event is likely to directly impact consumers’ purchase intention for sports products, along with their information-sharing intention. From a TPB perspective, when consumers positively evaluate sports advertising content, receive social support from their networks, and perceive purchasing or sharing information as easy, they are more likely to engage in these behaviors (J. J. Kim & Hwang, 2020). This study aimed to offer deeper insights into how sports advertising content affects consumer behavior by analyzing the influence of the TPB’s three main components—attitude, subjective norms, and perceived behavioral control—on sports product purchase intention and information-sharing intention. On the basis of this theoretical background, we proposed the following hypotheses:

Hypothesis 1: A positive attitude toward watching sports advertising content will have a positive effect on purchase intention for sports products.

Hypothesis 2: Subjective norms related to watching sports advertising content will have a positive effect on purchase intention for sports products.

Hypothesis 3: Perceived behavioral control over watching sports advertising content will have a positive effect on purchase intention for sports products.

Hypothesis 4: A positive attitude toward watching sports advertising content will have a positive effect on information-sharing intention.

Hypothesis 5: Subjective norms related to watching sports advertising content will have a positive effect on information-sharing intention.

Hypothesis 6: Perceived behavioral control over watching sports advertising content will have a positive effect on information-sharing intention.

 

The research model is shown in Figure 1.

This study focused on participants in South Korea who had viewed YouTube content and advertisements related to the 2024 Paris Summer Olympics. Data were collected over a 10-day period from August 20–30, 2024, using a randomized sampling method facilitated by a professional online survey company. Shim (2019) defined YouTube sports content as videos or information related to sports athletes and professional sports, including game highlights, player interviews, and game analysis. On this basis, we focused on advertisements that were related to the 2024 Paris Olympics, displayed during past Olympic Game highlights and athlete interviews, or shown during Olympic Game analysis and reviews, and those appearing before or after related YouTube content. Prior to participation, respondents were thoroughly informed about the purpose and content of the survey and provided informed consent in accordance with ethical research standards. They also answered a screening question asking whether they had previously watched Olympics-related advertisements on YouTube. Only those who answered “yes” were allowed to participate in the survey. We collected 343 completed questionnaires for data analysis. As compensation, each participant received approximately KRW 1,000 (USD 0.75–0.80) in rewards points, which were deposited into their personal accounts upon completing the survey. The general characteristics of the participants are presented in Table 1.

The 18 items we used were originally developed by Ajzen (1991) as part of the TPB and were adapted into Korean by J. H. Han (2022). Bilingual researchers conducted a back-translation of these items back into English to ensure accuracy and conceptual equivalence between the original and translated versions. All items were rated on a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). The complete list of items is presented in Table 2. To capture demographic and usage characteristics, additional items were included to assess participants’ gender, age, whether they were a YouTube Premium user, and frequency of YouTube usage.

The collected data were analyzed using SPSS 25.0 and Amos 20.0 software. First, we conducted a frequency analysis to understand the general characteristics of the study participants. Next, to verify the validity and reliability of the measurement instruments, we performed a confirmatory factor analysis (CFA) and calculated Cronbach’s alpha values for each scale. Additionally, we used a correlation analysis to examine the relationships among the study variables. Finally, to test the research hypotheses, we conducted a path analysis using structural equation modeling.

 

We individually assessed the content validity, construct validity, and model fit of the measures. A fellow professor conducted a content validity check to ensure the questionnaire adequately covered the constructs of interest. Subsequently, to confirm construct validity and model fit, we conducted a CFA.

 

For model evaluation, we employed the relative fit indices of Tucker–Lewis index (TLI) and comparative fit index (CFI), as well as the absolute fit index of root-mean-square error of approximation (RMSEA). According to Hu and Bentler (1999) and MacCallum et al. (1996), TLI and CFI values of .90 or higher and an RMSEA between .08 and .10 indicate acceptable model fit. As shown in Table 2, the CFA results demonstrated a good level of fit.

 

Furthermore, we assessed internal consistency reliability using Cronbach’s alpha coefficients. All scales had alpha values of .70 or higher, confirming their reliability (Nunnally & Bernstein, 1994; Van de Ven & Ferry, 1980). In addition, we calculated the construct reliability (CR) and average variance extracted (AVE) values for each factor to evaluate convergent validity. According to the criteria of Bagozzi and Yi (1988), with CR values of .60 or higher and AVE values of .50 or higher, the validity of our study constructs was confirmed.

We conducted a correlation analysis of consumers’ attitude, subjective norms, perceived behavioral control, purchase intention, and information-sharing intention, which were all structured as single factors. The results are presented in Table 3. Pearson correlation coefficients among the latent variables did not exceed .80, indicating that multicollinearity was not a significant concern in this study.

The structural model of this study was analyzed using the maximum likelihood estimation method. The results presented in Table 4 show that the model had a good fit to the data.

We applied the TPB to establish a research model to explore the impact of viewing sports advertising content related to the 2024 Paris Summer Olympics on consumers’ sports goods purchase intention and information-sharing intention. The research model is presented in Figure 2, while the hypothesis testing results are shown in Table 5.

The findings revealed that all subfactors of the TPB (attitude, subjective norms, and perceived behavioral control) were significant predictors of both sports goods purchase intention and information-sharing intention. First, attitude had a significant effect on purchase intention. This means that participants with a positive attitude toward Olympics-related sports advertising content were more likely to intend to purchase the corresponding sports goods. The structural equation modeling analysis showed that the standardized regression coefficient of attitude on purchase intention was β = .139 (p < .01), indicating a significant effect. Additionally, attitude had a significant effect on information-sharing intention (β = .154, p < .01). This suggests that positive perceptions of advertising content promoted information-sharing behaviors.

 

Second, subjective norms significantly influenced both purchase intention (β = .110, p < .05) and information-sharing intention (β = .127, p < .001). This demonstrates that expectations and social pressures from significant others, such as family and friends, affected individual purchase decisions and information-sharing behaviors.

 

Third, perceived behavioral control also had a significant impact on purchase intention (β = .910, p < .01) and information-sharing intention (β = .105, p < .05). This indicates that how individuals perceived control factors—such as resources or opportunities—in purchasing sports goods or sharing information influenced their actual intentions.

This study analyzed the effects of sports advertising content from the 2024 Paris Summer Olympics on consumers’ purchase intention and information-sharing intention. The following discussion outlines the key findings.

The results of the study supported Hypothesis 1, showing that consumers’ attitude toward sports advertising content had a significant positive impact on their intention to purchase sports products. This finding is consistent with the TPB, which posits that attitude plays a crucial role in shaping behavioral intentions (Ajzen, 1991). Specifically, when consumers positively evaluate sports advertising content associated with major events, such as the 2024 Paris Summer Olympics, their purchase intention becomes stronger. The results of this study align with prior research findings (see, e.g., Hsiao et al., 2021; von Felbert & Breuer, 2021), confirming that entertaining, informative, and creative advertising content positively influences consumers’ attitude and purchase intention.

 

The results also supported Hypothesis 2, indicating that subjective norms had a significant positive effect on purchase intention. Consumers who perceived that their friends or family members held positive views of sports advertising content were more likely to develop the intention to purchase products associated with that content. This aligns with earlier findings suggesting that subjective norms, particularly those shaped by close social relationships, positively influence purchase intention across various consumer contexts (Pelaez et al., 2019).

 

Hypothesis 3 was also supported by the results, demonstrating that perceived behavioral control positively affected purchase intention. When consumers believed they had the necessary resources, such as time and financial means, their intention to purchase sports products became stronger. This finding is consistent with the results of H. Han et al. (2020) and J. L. Lee and Jung (2024), who similarly demonstrated that perceived availability of resources leads to stronger purchase intention.

Our results also supported Hypothesis 4, showing that positive attitudes toward sports advertising content significantly influenced information-sharing intention. Consumers who positively evaluated content were more likely to share it with others through social media or word-of-mouth. This result is consistent with prior research indicating that positive attitudes toward advertisements often translate into information-sharing behavior (Chow & Chan, 2008; Wasko & Faraj, 2005).

 

Hypothesis 5 was also supported by our results, indicating that subjective norms positively influenced information-sharing intention. When consumers perceived that sharing sports advertising content was socially supported or expected by important others in their social networks, they were more likely to engage in information-sharing behavior. This finding aligns with those of Bilgihan et al. (2016) and Lin (2007), who emphasized the importance of social expectations in driving information-sharing behavior.

 

Last, Hypothesis 6 was supported, demonstrating that perceived behavioral control positively influenced information-sharing intention. When consumers felt confident that they could easily share information, whether due to the simplicity of the platform or the availability of resources, their intention to share was strengthened. This is consistent with Ajzen’s (1991) explanation of perceived behavioral control within the TPB and with prior research on the impact of digital and social media environments on information-sharing behavior (H. Lee & Hwang, 2019).

 

In conclusion, all six hypotheses were empirically supported, reinforcing the utility of the TPB in explaining how sports advertising content influences both purchase intention and information-sharing intention. This study has demonstrated that attitude, subjective norms, and perceived behavioral control are critical factors that shape consumer behaviors in response to sports advertising, especially in the context of large-scale global events like the 2024 Paris Summer Olympics.

From a theoretical standpoint, this study adds to the growing body of literature that has applied the TPB to consumer behavior in digital and advertising contexts. The findings highlight that attitude, subjective norms, and perceived behavioral control function in a synergistic manner to influence both direct consumer behaviors (e.g., purchasing) and secondary behaviors (e.g., information sharing). This supports the robustness of the TPB across various consumer decision-making processes. Furthermore, our findings underscore the value of integrating the TPB into studies on sports marketing and advertising, particularly in a digital context where information sharing is a key driver of engagement and brand awareness. By showing that subjective norms and perceived control also play pivotal roles in motivating information-sharing behaviors, this study opens avenues for future research on how social influences and perceived ease of sharing content contribute to viral marketing efforts.

On a practical level, our findings offer actionable insights for sports brands and marketers. The positive relationship we found between attitude and purchase intention underscores the importance of fostering positive attitudes toward advertising content. This can be achieved by aligning messaging with consumers’ preferences and values to ensure relevance and appeal. In the context of a globally recognized event like the Olympic Games, brands can capitalize on the heightened emotional engagement of consumers. However, as we did not examine specific advertising characteristics (e.g., emotional or creative elements), further research is required to explore how such elements influence consumers’ attitude and purchase intention.

 

In terms of subjective norms, the findings indicate that advertising campaigns should be focused on social proof elements such as influencer collaborations, athlete endorsements, and peer recommendations to enhance their social legitimacy. This aligns with existing research on the power of social influences in shaping consumer behavior, particularly in the digital era, where peer validation is highly influential.

 

Additionally, the significant impact of perceived behavioral control on intentions to both make purchases and share information highlights the need to provide consumers with clear and accessible pathways to act on their intentions. This includes ensuring advertising is presented on user-friendly platforms, offering straightforward purchasing options, and integrating effortless sharing features. The effectiveness of interactive advertisements and embedded purchasing links was not directly tested in this study and should be explored in future research to substantiate these practical recommendations.

This study is not without limitations. First, the sample primarily consisted of sports enthusiasts, which may limit the generalizability of the findings to broader consumer populations. Second, the focus on the 2024 Paris Olympics, a globally recognized event, may not reflect consumer behavior in response to smaller-scale or regional events. Third, the use of a cross-sectional design restricts the drawing of causal inferences, while reliance on self-reported data may have introduced biases, such as social desirability bias.

 

Moreover, while moderating variables such as media habits and brand loyalty were included in the measures, we did not explicitly examine their moderating roles. This represents a missed opportunity to delve into the nuanced effects of these variables on advertising effectiveness. Future research could explicitly test their moderating effects. Additionally, longitudinal designs could establish causal links between advertising exposure, consumer intentions, and actual behaviors. Comparative studies across various sporting events, including regional and niche competitions, could further illuminate how event characteristics impact consumer behavior.

 

The data for this study were collected in South Korea, focusing on consumers exposed to sports advertising within the Korean cultural context. Consequently, the findings may not be generalizable internationally. Future research could incorporate international samples to explore the effects of sports advertising across diverse cultural settings, thereby enhancing the broader applicability of the findings.

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