A Study on the Relationship between Sports Media Broadcasting Quality, Broadcasting Company Image, Reliability, and Reputation : A Focus on the FIFA World Cup Qatar 2022

Purpose: This study aims to determine the impact and relationships between broadcasting quality through sports media and broadcasting company image, reliability, and reputation. Furthermore, its objective extends to strategic planning and providing foundational data for securing coverage rights not only for global sporting events but also for domestic sports broadcasting.BR Method: The research targeted viewers of the FIFA World Cup Qatar 2022 residing in Gwangju Metropolitan City and Jeollanam-do. A total of 302 samples were utilized for the final analysis. Structural Equation Model analysis, using AMOS 27.0, was employed as the statistical method for deriving research results.BR Results: The findings are as follows. Firstly, the study identified that announcers and broadcast coverage positively influence the broadcasting company's image in terms of broadcasting quality. Secondly, the broadcasting company's image has a positive impact on reliability. Thirdly, the broadcasting company's image has a positive impact on its reputation. Fourthly, reliability positively influences reputation. Furthermore, the study clarified the mediating effect of reliability on the relationship between the broadcasting company's image and reputation.BR Conclusion: The study introduces a causal model in which the quality of sports media broadcasting, the image of the broadcasting company, reliability, and reputation sequentially contribute to positive broadcasting outcomes for the company. This indicates that higher quality sports broadcasting for targeted viewers can lead to a more positive performance for the broadcasting company.