ArticleBrain and behavior2025
Enhancing Marathon Enthusiast Engagement Through AI: A Quantitative Study on the Role of Social Media in Sports Communication.
Article in Brain and behavior, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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3 authors.
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Abstract
purposeThis study explores the impact of AI-driven personalization, interactive features, and real-time feedback on user engagement and experience among marathon enthusiasts.
methodBy integrating uses and gratifications theory (UGT), self-determination theory (SDT), and the technology acceptance model (TAM), the research examines how these AI-driven elements influence user behavior on marathon-related social media platforms. A quantitative approach using partial least squares structural equation modeling (PLS-SEM) was applied to data from 400 Chinese marathon enthusiasts.
findingsThe findings reveal that AI-driven personalized content significantly enhances user engagement and experience, with user engagement partially mediating this relationship. Interactive features are crucial for building a sense of community but have a less direct impact on user experience. Real-time feedback significantly improves user engagement, particularly for users with higher technological proficiency.
conclusionThis research contributes to the understanding of user engagement in AI-enhanced environments and provides practical insights for designing more personalized and interactive platforms for marathon enthusiasts. Future studies should explore the long-term effects, cultural factors, and ethical considerations of AI-driven personalization.
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