the influence of emerging technologies on brand loyalty and purchase intentions for sponsored products in sports advertising

This study investigates the interplay between employing these emerging technologies in sports sponsorship advertising, brand loyalty, and consumer purchase intentions. data was collected through an online survey utilizing a 5-point likert scale questionnaire distributed via convenience sampling to 200 sports fans, with 120 complete responses received. by employing structural equation modeling, the research unveiled compelling findings. the analysis revealed that emerging technologies significantly directly impact sports fans' brand loyalty and purchase intentions. moreover, brand loyalty acts as a potent mediating force, indirectly enhancing the influence of emerging technologies on purchase intentions. notably, over 33% of the effect of emerging technologies on purchase intentions can be attributed to the mediating role of brand loyalty. these insights underscore the synergistic relationship between cutting-edge technologies, consumer allegiance, and buying behaviors within the sports industry. the study provides valuable guidance for sports brands and sponsors, enabling them to leverage emerging technologies strategically, cultivate brand loyalty, and drive sustained purchasing intentions among their target audiences. by harnessing the power of ar, vr, and immersive social media experiences, sports brands can create captivating and engaging experiences that resonate with fans, fostering a deeper emotional connection and heightened brand affinity. this, in turn, can translate into increased brand loyalty and a greater propensity for fans to purchase products or services associated with their beloved sports teams or athletes.