Structural relationship analysis of sports branded short-form content, brand attitude, brand loyalty, and purchase intention: Focusing on TikTok in China

This study aims to analyze the structural relationships among the characteristics of sports branded content on TikTok, brand attitude, brand loyalty, and purchase intention. The ultimate goal is to provide fundamental data that can help sports brand companies plan and produce sports branded content more effectively on TikTok and establish efficient marketing strategies. This study confirms the structural relationships among TikTok sports branded content characteristics, brand attitude, brand loyalty, and purchase intention. The findings suggest that the integration of informative features such as interactivity, entertainment, and credibility is necessary in the content strategy. Moreover, emphasizing interactivity and informativeness while combining entertainment and credibility can help establish stronger brand attitudes and brand loyalty, ultimately enhancing consumers' purchase intention. These strategic insights can help sports brands achieve more effective marketing performance on social media platforms and enhance their competitiveness in the marketplace.