# Enhancing Marathon Enthusiast Engagement Through AI: A Quantitative Study on the Role of Social Media in Sports Communication

## TL;DR

This study shows how AI can improve marathon enthusiasts' engagement on social media through personalized content and interactive features.

## Contribution

The research integrates UGT, SDT, and TAM to analyze AI's role in enhancing user engagement in sports communication.

## Key findings

- AI-driven personalized content significantly enhances user engagement and experience.
- Interactive features help build a sense of community but have less direct impact on user experience.
- Real-time feedback improves engagement, especially for tech-savvy users.

## Abstract

This study explores the impact of AI‐driven personalization, interactive features, and real‐time feedback on user engagement and experience among marathon enthusiasts.

By 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.

The 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.

This 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.

This study investigates how AI‐driven personalization, interactive features, and real‐time feedback enhance user engagement and experience among marathon enthusiasts through the lens of UGT, SDT, and TAM. Findings reveal that user engagement partially mediates these effects, highlighting AI's role in optimizing digital sports communication.