A Study On The Relation Among Athlete Sponsorship Marketing?Brand Equity And Purchase Intention On Weibo Platform

In the era of social media and Weibo marketing,corporation have more opportunities to increase revenue.The win-win partnership between the sponsorship and athletes become popular,social media is crucial to extending the relationship and expanding the benefits from it.Sponsors take advantage of athletes to promote their marketing,establishing an intermediate relationship to communicate and interact with customers.Although the main market of athletes sponsorship is not limited to fans,they the main target really are loyal to stars under to celebrity effect.Increasing the sponsor exposure on athletes' Weibo and the degree of fans' understanding sponsored information.This will help corporation to convert sponsored content more influential.A athlete' Weibo with millions of fans means a huge value to sponsor.There are still various resistances in sponsorship marketing.The reason is that the relationship among athlete sponsorship cognition,brand equity and purchase intention on the Weibo platform has not been clarified yet.There is a lack of empirical testing that affects fans purchase intention.Based on this,the research on the relationship among athlete sponsorship cognition,brand equity and audience purchase intention on Weibo platform has become the content of this research.Through literature review,based on social media marketing theory,sports sponsorship theory,brand equity theory,consumer behavior theory,selecting the sponsorship cognition on the Weibo platform as the independent variable,sponsors' brand asset as the intermediary variable,sponsor adaption as the adjustment variable,and purchase intention as the result variable.The relationship among athlete sponsorship cognition,brand equity and purchase intention on the Weibo platform is constructed.The fans of Zhang Jike is used as the research object,and questionnaires,statistical data analysis and other methods are used to conduct research.At the event site,Weibo super-page homepage,and private letter fans,a total of 489 questionnaires were distributed,and 300 copies were effectively recovered.The results of research shows that the relationship among athlete sponsorship cognition,brand equity and audience purchase intention relationship on Weibo platform mainly includes three parts.The external stimulus variables are athlete sponsorship cognition on Weibo platform,brand assets and sponsor adaption as description fans.The psychological state variable reflects the fan's subjective cognition in Weibo,and the fan's purchase intention is used as the outcome variable.The specific impact mechanism as follow:(1)The athlete sponsorship cognition on the Weibo platform has a significant positive impact on the purchase intention.(2)Brand equity has a significant positive impact on purchase intention.The sponsor brand assets play a positive intermediary role between the athletes' sponsorship cognition and the purchase intention on the Weibo platform.(3)Sponsorship adaption has a significant adjustment between athlete sponsorship cognition and brand equity on the Weibo platform with weak effect.(4)The relationship between athlete sponsorship cognition and purchase intention on Weibo platform is an intermediary adjustment model.In response to the conclusion,the suggestion as follow: Making good use of social media to expand the awareness of athlete sponsorship on the Weibo platform;Creating more interactions for fans can indirectly enhance brand equity;Planing fine-grained contents and forms to enhance the adaption to fans;Pay attention to diversity and consistency of sponsorship marketing.