Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The United States And Saudi Arabia On Instagram

Abstract

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Sports influence ads have become a widespread phenomenon; they are mostly everywhere. These special commercials capture people's attention and will be discussed for what makes them special. This paper will look at how this type of advertisement and its objectives differ on Instagram in the United States and Saudi Arabia. Social media lets users watch and engage with sporting events differently (Lamirán-Palo Mares, 2020). The purpose of this research paper is to investigate the roles of sports influencers in advertising on Instagram in the United States and Saudi Arabia. The study utilized SPSS software to analyze data and assess the relationship between sports influencer marketing and brand awareness among influencers and consumers in Saudi Arabia and the United States. A two-way ANOVA test was conducted, and the results revealed a significant difference in the effectiveness of sports influencers on social media and advertisement between the two countries.