Social Media Marketing and Participation Decision in Sport Run Events: A Self-Determination Theory Perspective
DOI:
https://doi.org/10.31949/ijsm.v5i4.16383Abstract
The rapid growth of sport tourism, particularly in running events, has positioned social media as a primary platform for digital promotion and participant engagement. However, limited research has examined how the dimensions of social media marketing—content quality, interactivity, and influencer credibility—simultaneously influence participants’ motivation and trust within the context of sport tourism. This study aims to analyze the effects of these dimensions on participation decisions in running events, using Self-Determination Theory as the theoretical framework. The research employed a quantitative explanatory approach involving 303 active social media users who had participated in or planned to join running events such as the Jakarta Marathon, Borobudur Marathon, and Bali Marathon. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SmartPLS 4). The results indicate that content quality significantly influences motivation, while interactivity and influencer credibility have significant effects on trust. Both motivation and trust positively influence participation decisions and serve as mediating variables between social media marketing and behavioral intention. Conversely, content and interactivity do not have direct effects on participation decisions. This study emphasizes that effective digital marketing strategies in sport tourism should integrate emotional content, interactive communication, and credible influencers to strengthen participants’ intrinsic motivation and trust.
Keywords: social media marketing, content, interactivity, influencer, motivation, trust, sport tourism, and participation decision
Keywords:
social media marketing, content marketing, Motivation, Sports participanDownloads
References
Aitamurto, T., & Saldivar, J. (2017). Motivating Participation in Crowdsourced Policymaking. Proceedings of the ACM on Human-Computer Interaction, 1(CSCW), 1–22. https://doi.org/10.1145/3134653
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66. https://doi.org/10.1016/j.jretconser.2021.102888
Almahdi, M. H., Alsayed, N., & Alabbas, A. (2022). In Influencers We Trust? A Model of Trust Transfer in Social Media Influencer Marketing (pp. 159–173). Springer Nature. https://doi.org/10.1007/978-3-030-99000-8_9
Bali, S., Bali, V., Gaur, D., Rani, S., Kumar, R., Chadha, P., Sharma, Y., Prakash, C., Shahare, P., Singh Khera, G., Kampani, S., Solopova, N., Dixit, S., & Vatin, N. I. (2023). A framework to assess the smartphone buying behaviour using DEMATEL method in the Indian context. Ain Shams Engineering Journal. https://doi.org/10.1016/j.asej.2023.102129
Bhatnagar, T., & Karageorghis, C. I. (2008). Motives for sport participation as predictors of motivation outcomes in track and field: a self-determination theory perspective. The Sport Journal, 11(4), NA-NA.
Choi, C., Oh, K. R., & Jun, M. G. (2023). COVID-19 Obesity: Differences in Infection Risk Perception, Obesity Stress, Depression, and Intention to Participate in Leisure Sports Based on Weight Change. Healthcare (Switzerland), 11(4). https://doi.org/10.3390/healthcare11040526
Durau, J., Diehl, S., & Terlutter, R. (2022). Motivate me to exercise with you: The effects of social media fitness influencers on users’ intentions to engage in physical activity and the role of user gender. Digital Health, 8. https://doi.org/10.1177/20552076221102769
Elshaer, I. A., Alyahya, M., Azazz, A. M. S., Ali, M. A. S., Fathy, E. A., Fouad, A. M., Soliman, S. A. E. M., & Fayyad, S. (2024). Building digital trust and rapport in the tourism industry: a bibliometric analysis and detailed overview. Information, 15(10), 598.
Gdonteli, K., Athanasopoulou, P., & Papaiakovou, N. (2024). Using Social Media as a Marketing Tool in Sport Tourism Firms. Springer Proceedings in Business and Economics, 723–729. https://doi.org/10.1007/978-3-031-51038-0_78
Gefen, D., Karahanna, E., & Straub, D. W. (n.d.). Gefen et al./Trust and TAM in Online Shopping TRUST AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL1.
Ghadernejad, A. A., Fahim, D. H., Moghaddam, A., & Esmaeilzadeh, G. M. (2024). Performance enhancement model for sports coaches based on motivational job factors with emphasis on herzberg’s two-factor motivation-hygiene theory.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of the Structural Model. In: Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business. Springer, Cham. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1).
Helal, E. A., Hassan, T. H., Abdelmoaty, M. A., Salem, A. E., Saleh, M. I., Helal, M. Y., Abuelnasr, M. S., Mohamoud, Y. A., Abdou, A. H., Radwan, S. H., & Szabo-Alexi, P. (2023). Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans. Journal of Risk and Financial Management, 16(3). https://doi.org/10.3390/jrfm16030210
Hidayat, A., Wijaya, T., Ishak, A., Ekasasi, S. R., & Zalzalah, G. G. (2021). Model of the consumer switching behavior related to healthy food products. Sustainability (Switzerland), 13(6). https://doi.org/10.3390/su13063555
Hinch, T. D., & Higham, J. E. S. (n.d.). Sport Tourism: a Framework for Research.
Hofeditz, L., Nissen, A., Schütte, R., & Mirbabaie, M. (2022). Trust me, I’m an influencer!-A comparison of perceived trust in human and virtual influencers.
Izhaan, M., Tirkey, A., Kirushika, S., V, A. K., Faisal, M., & V, D. S. (2024). Crafting and Promoting Content through Social Media Platforms. International Journal of Research Publication and Reviews, 5(3), 502–506. https://doi.org/10.55248/gengpi.5.0324.0618
Kasirye, F. (2022). The Importance of Needs in Uses and Gratification Theory. https://doi.org/10.31124/advance.14681667.v2
Kikelomo Fadilat Anjorin, Mustafa Ayobami Raji, & Hameedat Bukola Olodo. (2024). The influence of social media marketing on consumer behavior in the retail industry: A comprehensive review. International Journal of Management & Entrepreneurship Research, 6(5), 1547–1580. https://doi.org/10.51594/ijmer.v6i5.1123
Kim, S. J., Maslowska, E., & Malthouse, E. C. (2020). Understanding the effects of different review features on purchase probability. In Electronic Word of Mouth as a Promotional Technique (pp. 29–53). Routledge.
Koay, K. Y., & Ahmed, H. I. (2025). Understanding consumers’ purchase intentions for green cosmetic products: an integrated perspective. Social Responsibility Journal.
Lewis, R. L., Sutton, N., & Brown, D. A. (2024). How senior managers use interactive control to manage strategic uncertainties: An attention-based view. Management Accounting Research, 62. https://doi.org/10.1016/j.mar.2023.100864
Lin, Y. H., Lee, C. H., Hong, C. F., & Tung, Y. T. (2022). Marketing Strategy and Willingness to Pay for Sport Tourism in the Kinmen Marathon Event. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912160
Lundelius, D. L. (2005). Talk to me. Pollution Engineering, 37(11), 6. https://doi.org/10.1145/1124772.1124916
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359. https://doi.org/10.1287/isre.13.3.334.81
Muktamar, A., Iswahyudi, M. S., Salong, A., Wote, A. Y. V., Rahmatiyah, R., Riyadi, S., Kusumawati, M., Rohaeti, L., & Leuwol, F. S. (2023). MANAJEMEN PENDIDIKAN: Konsep, Tantangan, dan Strategi di Era Digital. PT. Sonpedia Publishing Indonesia.
Najar, A. H., Wani, I. S., & Rather, A. H. (2024). Impact of social media influencers credibility on destination brand trust and destination purchase intention: Extending meaning transfer model? Global Business Review, 09721509241225354.
Ntoumanis, N., & Moller, A. C. (2025). Self-determination theory informed research for promoting physical activity: Contributions, debates, and future directions. Psychology of Sport and Exercise, 102879.
Nugraha, U., Yuliawan, E., Palmizal, & Mardian, R. (2022). Determinants of community participation in the development of sports tourism in the area of Sipin Lake Jambi City. Journal Sport Area, 7(1), 33–46. https://doi.org/10.25299/sportarea.2022.vol7(1).7308
Priporas, C. V., Vassiliadis, C. A., Stylos, N., & Fotiadis, A. K. (2018). The effect of sport tourists’ travel style, destination and event choices, and motivation on their involvement in small-scale sports events. Event Management, 22(5), 745–765. https://doi.org/10.3727/152599518X15299559637707
Raihanna, A. K., Fitri, M., & Paramitha, S. T. (2023). Fitfluence: Menginvestigasi Pengaruh Influencers Kebugaran dalam meningkatkan Kebiasaan Berolahraga pada Generasi Z. Jurnal Kejaora (Kesehatan Jasmani Dan Olah Raga), 8(2), 189–198.
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1), 68–78. https://doi.org/10.1037/0003-066X.55.1.68
Sari, D. F. K. (2025). The Influence of TikTok Social Media on Adolescent Social Behavior in the Digital Era: A Case Study in Kendari City. Sinergi International Journal of Communication Sciences, 3(2), 127–140. https://doi.org/10.61194/ijcs.v3i2.757
Septiawan, I. Z., Rumini, R., & Castyana, B. (2023). The Contribution of Social Media Promotion Towards Participants’ Interest to Join the Permata Sakti National Virtual Run 2020. Indonesian Journal of Sport Management, 3(1), 44–51.
Sheeran, P. (2005). Intention-Behavior Relations: A Conceptual and Empirical Review. European Review of Social Psychology, 12(January 2005), 1–36. https://doi.org/10.1002/0470013478.ch1
Ünalmış, E., Dirsehan, T., & Erdoğmuş, İ. E. (2024). Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry. Journal of Marketing Communications, 1–27.
Vučković, V., Kajtna, T., Zalaznik, M., & Kolbl, Ž. (2023). Scrolling for sweat: unpacking the dynamics of social media, motivation, trust, and repurchasing in the fitness world. Kinesiologia Slovenica/Kinesiologia Slovenica, 29(2), 119–135. https://doi.org/10.52165/kinsi.29.2.119-135
Wang, T. C., Huang, T. Y., & Lee, C. H. (2023). Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15108087
Wilopo, W., & Nuralam, I. P. (2025). An investigating the influence of social media marketing activities on revisit intention among Indonesian international tourists. Cogent Business & Management, 12(1), 2440626.
Yellys, Ratih Anggraini, & Dessy Aliandrina. (2024). Pengaruh Perceived Value dan Trust terhadap Revisit Intention dengan Word of Mouth sebagai Mediasi di Desa Wisata Kampung Tua Bakau Serip Batam. Media Wisata, 22(1), 87–106. https://doi.org/10.36276/mws.v22i1.643
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Farieq Fadloli, Lilik Wahyudi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
_.png){kind=logo}
_(2).png){kind=logo}
.png)
.png)
.png)
