Impact's model of social networks on athletes of a medium scale sports event
DOI:
https://doi.org/10.24310/riccafd.2022.v11i2.14150Keywords:
sports event, sports tourism, social media, factoral analysis, social networks, perceived value, eWOMAbstract
The use of social network sites (SNS) as a marketing tool is constantly rising in both the sports and the tourism sector. To fully take advantage of the benefits offered by this media, it is important to know the impact generated by SNS. The aim of this study was to analyse the impact of SNS within the participants of a medium-sized sporting event. The sample consisted of 254 athletes of the Benidorm Half race. The results of the exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) showed satisfactory fit indices, discriminant validity and reliability. The results identified three factors measuring the impact of SNS among participants. A significant influence of perceived value in social media on eWOM was found. The additional information factor also had a significant influence on the perceived value on SNS.
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