Health Promotion Evaluation Unit, Sport and Exercise Science, School of Human Sciences, University of Western Australia, Perth 6009, Australia.
Health Educ Res. 2019 Dec 1;34(6):592-602. doi: 10.1093/her/cyz031.
Commercial companies invest in sport and arts sponsorship to align their brand with highly engaged spectators. Competing for spectator attention are government and non-government organizations promoting healthy lifestyles. This study investigated spectator engagement on the effectiveness of health messages promoted at sponsored events. Surveys from 2165 adults attending 28 sponsored events collected data on event engagement, health message awareness, behavioral intention, and perceptions of sponsor fit and sincerity. Spectators who were more highly engaged in the event showed significantly greater levels of awareness and acceptance of the health message (all P < 0.01). Path analysis showed that product and event interest were significantly related to both fit and sincerity, and perceived sponsorship fit was significantly associated with greater behavioral intention (all P < 0.01). Product, category and event interest, fit and sincerity were significantly greater for positive advocacy messages than neutral or negative advocacy messages (all P < 0.05). Health message sponsorship is assisted by spectator engagement and perceived fit of sponsored health messages. There exists greater potential to actively leverage spectator engagement to build or reinforce the perceived fit and sincerity of health messages to strengthen existing awareness and behavioral intention.
商业公司投资于体育和艺术赞助，是为了将其品牌与高度参与的观众联系起来。争夺观众注意力的是政府和非政府组织，它们倡导健康的生活方式。本研究调查了观众对赞助活动中宣传的健康信息的效果的参与度。对 28 个赞助活动中 2165 名成年人的调查收集了关于活动参与度、健康信息意识、行为意向以及对赞助商契合度和诚意的看法的数据。高度参与活动的观众对健康信息的意识和接受程度明显更高（均 P < 0.01）。路径分析表明，产品和活动兴趣与契合度和诚意显著相关，而感知的赞助契合度与更大的行为意向显著相关（均 P < 0.01）。与中性或负面的宣传信息相比，正面宣传信息的产品、类别和活动兴趣、契合度和诚意都显著更高（均 P < 0.05）。观众的参与度和对赞助健康信息的契合度感知有助于健康信息的赞助。有更大的潜力可以积极利用观众的参与度，建立或加强健康信息的感知契合度和诚意，以增强现有的意识和行为意向。
