The Impact Of Virtual Advertising Brand And Event Fit On Sport Television Viewers' Brand Attitudes

As the most core and active part of the sports industry,the Sports Competition and Performance Industry bears an important responsibility in meeting the people's multi-level and diversified life needs and improving the people's sense of gain and happiness.However,in view of the problems existing in the current Sports Competition Performance Industry,it is necessary to increase and improve the quantity and quality of Sports Competition Performance to solve them,which often requires the participation of relevant interest groups in the Sports Competition Performance Industry,especially sponsors,in order to promote the sustainable development of the competition performance industry.Therefore,the sports competition and performance industry needs to meet the interests of relevant interest groups,such as the brand demands of sponsors,while realizing people's good life needs.With the development of science and technology,the emergence of new marketing methods and communication technologies represented by virtual advertising,limited by novel ways and application time,makes the uncertainty of the fit of advertising brand and event in the eyes of the audience,which may block the attention of off-site audience to watch sports competition,affect their watching experience,and further reduce the cognitive attitude to sponsor brand.At present,there is a lack of empirical research on how the fit degree of virtual advertising brand and event affects the audience's brand attitude.Based on this,the influence mechanism of the fit of virtual advertising brand and event on viewers' brand attitude has become the content of this paper.Through literature review,this paper uses brand extension theory and information overload theory for reference,based on emotional transfer model,chooses the fit of virtual advertising brand and event as independent variable,Viewer Confusion as mediator variable,event suspense as moderator variable,viewers' brand attitude as dependent variable,and constructs the impact model of the fit of virtual advertising brand and event on viewers' brand attitude.The junior and some graduate students of school of economics and management of Shanghai University of Sport are the experimental subjects.They use experimental method and questionnaire survey,and use situational setting experiment to investigate the part of students,and issue questionnaires.A total of 150 points of questionnaires are issued,and 127 of them are effectively recovered.The statistical analysis of variance analysis,correlation and regression analysis are used to verify the research hypothesis.Finally,the research results of this paper are discussed,analyzed and summarized,and relevant conclusions and constructive suggestions are drawn.The results of this study show that the event suspense has no significant moderating effect on the relationship between the fit of virtual advertising brand and event and viewer confusion.The specific influencing mechanism is as follows:(1)the fit of virtual advertising brand and event has a significant positive impact on viewers' brand attitude;(2)viewer confusion exists between the fit of virtual advertising brand and event and viewers' brand attitude.Besides,the direct effect of virtual advertising brand-event fit on viewer's brand attitude plays a leading role.Finally,according to the relevant conclusions,potential sponsors need to pay attention to the fit between the virtual advertising brand and event;pay attention to the way of advertising implantation while the virtual advertising technology continues to improve;sponsors need to increase the marketing publicity of themselves and the image of the event in the relevant supporting marketing after the event sponsorship;the event organizers should highlight the highlights of the event in terms of the suspense,to attract potential sport viewers.