Causal relationship between athlete branding communication and social media communication process and value added of sports industry in Thailand

Abstract

 This research aimed to develop a model of the relationship between sports athlete branding communication, the social media communication process, and the value added to the sports industry in Thailand. This research employed a mixed-methods approach, combining quantitative and qualitative research. Quantitative methodology was used to test the cause-and-effect relationship between sports athlete branding communication, the social media communication process, and the value added to the sports industry in Thailand. Data were collected using questionnaires from 209 Thai individuals with experience in watching sports competitions in Thailand. Qualitative methodology was conducted using phenomenological methods from in-depth interviews, and the results of these interviews were confirmed by holding focus groups with three marketing communication and branding experts and two sports communication academics. Data were analyzed using confirmatory factor analysis and structural equation modeling. The results of the research hypotheses indicated that 1) athlete branding communication has a direct effect on the value added to the sports industry in Thailand and an indirect effect on the value added to the sports industry in Thailand through the social media communication process, 2) athlete branding communication has a direct effect on the social media communication process, and 3) the social media communication process has a direct effect on the value added to the sports industry in Thailand. The analysis found that the hypothesized model was consistent with the empirical data and met the criteria with a χ2 value of 28.85, a p-value of 0.09, a χ2/df value of 1.44, a GFI value of 0.95, an AGFI value of 0.90, and an RMSEA value of 0.05. The benefits of this research can explain the causal relationship between athlete branding communication, the social media communication process, and the value added to the sports industry in Thailand. The results of the study can be used to manage sports communication in Thailand, leading to sustainable performance for the sports industry.