ArticleFrontiers in psychology2022
Understanding the effect of social media marketing activity for promoting intention to participate in martial arts.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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Who cites it
1 citing paper in PubMed.
- Decoding the perceived value of Wushu short videos and its influencing factors: an interpretable machine learning analysis based on TikTok videos.Frontiers in sports and active living · 2026Article
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3 authors.
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Abstract
The development of folk martial arts in China has encountered many obstacles and difficulties in promoting the sport. Although there are many martial arts-related groups on WeChat, the largest social media in China, the interaction is not enthusiastic enough and the participation is too low. The main purpose of this study is to understand the impact of social media marketing activities and user experience on the intention of people to participate in martial arts through a quantitative research method. After the literature study, a research model was developed based on Theory of Planned Behavior (TPB), in which the constructs include social media marketing activities, user experience, attitudes toward martial arts, subjective norms, martial arts attachment, and participation intention. The results of the study illustrated that social media marketing activities and user experience had a positive and significant effect on martial arts attitudes, subjective norms, and martial arts attachment
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