LEVERAGING AI AND USER-GENERATED CONTENT IN SPORT TOURISM: HOW ENGAGEMENT AND FAMILIARITY DRIVE PURCHASE INTENT FOR FOOD BRANDS IN EMERGING MARKETS

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This study investigates the complex role of Artificial Intelligence (AI) and User-Generated Content (UGC) in enhancing Online Brand Equity (OBE) within the food industry, focusing on the emerging sport tourism markets of Saudi Arabia and Egypt. It specifically explores how AI-driven digital environments and word-of-mouth reshape brand loyalty among fans and tourists during major global sporting events. Employing a quantitative research design, the study utilizes a primary dataset collected via questionnaires from 606 consumers across both countries. The participants were specifically screened to include consumers who actively follow or participate in sport tourism activities, ensuring the data reflects the intersection of sports travel and food brand consumption. The theoretical model posits Brand Familiarity as a moderating variable and Consumer Engagement as a mediating variable, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results and Discussions: The findings validate that UGC is pivotal in strengthening OBE, with a marginally stronger effect in Egypt compared to Saudi Arabia. Notably, Consumer Engagement mediated the relationship between brand promotion and OBE differently in each country: Saudi consumers favored low-engagement, brand-initiated promotions, while engagement fully mediated the effect in Egypt. In both contexts, Brand Familiarity acted as a psychological anchor, reinforcing trust when fans seek familiar food brands like 'Blabn' or 'Baheeg' during sporting events. This research contributes actionable insights for food industry marketers by providing a robust, comparative model for leveraging UGC in emerging tourism markets. It highlights the necessity of tailoring engagement strategies based on specific cultural preferences and the regional sport tourism calendar. The study proves that while digital tools are global, the psychological path to loyalty varies significantly across borders. Marketers are encouraged to launch UGC-driven campaigns during major events to convert spectator enthusiasm into sustainable brand advocacy.

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