Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern
Yuan-Fu Lee,
Chen-Yueh Chen,
Ya-Lun Chou
et al.
Abstract:The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the modera… Show more
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