This study examines the impact of three core digital marketing strategies, specifically personalisation, gamification, and multichannel integration, on consumer engagement and its subsequent effects on satisfaction, loyalty, and participation intention in recreational running events. A mixed-methods research design was employed, combining a cross-sectional online survey of 212 recreational runners with a content analysis of 25 digital marketing campaigns. Structural Equation Modelling with bootstrapping (5 000 resamples) was used to test six hypothesized relationships and mediation effects. All hypothesized relationships were supported (p < 0,001). Multichannel integration exerted the strongest effect on consumer engagement (β = 0,52, f² = 0,343), followed by gamification (β = 0,38, f² = 0,180) and personalisation (β = 0,28, f² = 0,085). Consumer engagement had large effects on satisfaction (β = 0,68), loyalty (β = 0,64), and participation intention (β = 0.60). Mediation analysis confirmed that consumer engagement fully mediates the effects of all three digital marketing strategies on participation-related outcomes. The structural model explained 67% of the variance in consumer engagement, 46% in satisfaction, 41% in loyalty, and 36% in participation intention. This study extends consumer engagement and sport marketing literature by empirically demonstrating the mediating role of engagement in digitally mediated recreational running events and by highlighting the superior effectiveness of integrated multichannel strategies over isolated digital practices.
Trkulja et al. (Thu,) studied this question.