The impact of virtual brand ambassadors on the youth's pickleball playing intention in Ho Chi Minh City context

Abstract

The advancement of digital technology has revolutionized marketing strategies, introducing virtual brand ambassadors as impactful tools for influencing youth behavior. This study investigates their impact on shaping the intention of young individuals in Ho Chi Minh City to play Pickleball, a sport gaining recognition for its physical and mental health benefits. The research focuses on key factors such as attractiveness, prestige, perceived usefulness, trustworthiness, and attitudes towards posts on social media. Data were collected through an online survey of 250 valid responses and analyzed using SPSS and SmartPLS 4 software to assess the relationships between these variables. The results reveal that the attractiveness and prestige of virtual brand ambassadors positively influence perceived usefulness, which in turn fosters trust - a critical driver of Pickleball playing intention. Among these factors, attitudes toward social media posts had the strongest impact on perceived usefulness, emphasizing the importance of relatable and engaging digital content. This study highlights the potential of virtual brand ambassadors as an effective marketing strategy to promote emerging sports among tech-savvy youth. Practical recommendations include creating consistent, creative content strategies to maximize their influence in promoting emerging sports like Pickleball. The research offers valuable insights for businesses seeking to connect with younger demographics and enrich the field of digital marketing.