{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,8]],"date-time":"2026-07-08T05:12:49Z","timestamp":1783487569679,"version":"3.55.0"},"reference-count":94,"publisher":"Wiley","issue":"6","license":[{"start":{"date-parts":[[2025,6,17]],"date-time":"2025-06-17T00:00:00Z","timestamp":1750118400000},"content-version":"vor","delay-in-days":16,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Brain and Behavior"],"published-print":{"date-parts":[[2025,6]]},"abstract":"<jats:title>ABSTRACT<\/jats:title><jats:sec><jats:title>Purpose<\/jats:title><jats:p>This study explores the impact of AI\u2010driven personalization, interactive features, and real\u2010time feedback on user engagement and experience among marathon enthusiasts.<\/jats:p><\/jats:sec><jats:sec><jats:title>Method<\/jats:title><jats:p>By integrating uses and gratifications theory (UGT), self\u2010determination theory (SDT), and the technology acceptance model (TAM), the research examines how these AI\u2010driven elements influence user behavior on marathon\u2010related social media platforms. A quantitative approach using partial least squares structural equation modeling (PLS\u2010SEM) was applied to data from 400 Chinese marathon enthusiasts.<\/jats:p><\/jats:sec><jats:sec><jats:title>Findings<\/jats:title><jats:p>The findings reveal that AI\u2010driven 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\u2010time feedback significantly improves user engagement, particularly for users with higher technological proficiency.<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusion<\/jats:title><jats:p>This research contributes to the understanding of user engagement in AI\u2010enhanced environments and provides practical insights for designing more personalized and interactive platforms for marathon enthusiasts. Future studies should explore the long\u2010term effects, cultural factors, and ethical considerations of AI\u2010driven personalization.<\/jats:p><\/jats:sec>","DOI":"10.1002\/brb3.70593","type":"journal-article","created":{"date-parts":[[2025,6,17]],"date-time":"2025-06-17T03:54:12Z","timestamp":1750132452000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Enhancing Marathon Enthusiast Engagement Through AI: A Quantitative Study on the Role of Social Media in Sports Communication"],"prefix":"10.1002","volume":"15","author":[{"ORCID":"https:\/\/orcid.org\/0009-0001-1541-1449","authenticated-orcid":false,"given":"Wei","family":"Cheng","sequence":"first","affiliation":[{"name":"School of Sports Media Guangzhou Sport University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-4364-2449","authenticated-orcid":false,"given":"Yu","family":"Tian","sequence":"additional","affiliation":[{"name":"School of Sports Media Guangzhou Sport University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2504-5371","authenticated-orcid":false,"given":"Meng","family":"Na","sequence":"additional","affiliation":[{"name":"Graduate School of Business Universiti Kebangsaan Malaysia  Selangor Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2025,6,17]]},"reference":[{"key":"e_1_2_14_2_1","first-page":"389","volume-title":"Lecture Notes in Computer Science","author":"Agourram H.,","year":"2019"},{"key":"e_1_2_14_3_1","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2020.00086"},{"key":"e_1_2_14_4_1","doi-asserted-by":"publisher","DOI":"10.1177\/10591478241254857"},{"key":"e_1_2_14_5_1","doi-asserted-by":"publisher","DOI":"10.1108\/BIJ-07-2021-0415"},{"key":"e_1_2_14_6_1","first-page":"106","article-title":"AI\u2010Driven Personalization in Advertising: Transforming Consumer Engagement Through Sustainability and Circular Economy","volume":"27","author":"Bashynska I.","year":"2023","journal-title":"Scientific Journal of Bielsko\u2010Biala School of Finance and Law"},{"key":"e_1_2_14_7_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12525-022-00537-z"},{"key":"e_1_2_14_8_1","doi-asserted-by":"crossref","unstructured":"Berndsen J. B.Smyth andA.Lawlor.2019. \u201cPace My Race.\u201d InProceedings of the 13th ACM Conference on Recommender Systems.Association for Computing Machinery.","DOI":"10.1145\/3298689.3346991"},{"key":"e_1_2_14_9_1","doi-asserted-by":"crossref","unstructured":"Berndsen J. B.Smyth andA.Lawlor.2020. \u201cFit to Run: Personalised Recommendations for Marathon Training.\u201d InFourteenth ACM Conference on Recommender Systems.Association for Computing Machinery.","DOI":"10.1145\/3383313.3412228"},{"key":"e_1_2_14_10_1","volume-title":"Enhancing Customer Targeting in E\u2010Commerce and Digital Marketing Through AI\u2010Driven Personalization Strategies","author":"Bhardwaj S.","year":"2023"},{"key":"e_1_2_14_11_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.techsoc.2022.102098"},{"key":"e_1_2_14_12_1","volume-title":"Leveraging AI for Effective Digital Relationship Marketing","author":"Carolina C.","year":"2024"},{"key":"e_1_2_14_13_1","doi-asserted-by":"publisher","DOI":"10.1080\/24704067.2023.2196526"},{"key":"e_1_2_14_14_1","first-page":"75","article-title":"The Motivation of Consumer Participation on Circular Economy and the Effect to Value Creation","volume":"45","author":"Chen Y.","year":"2020","journal-title":"Journal of Business Administration"},{"key":"e_1_2_14_15_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10639\u2010021\u201010866\u20109"},{"key":"e_1_2_14_16_1","doi-asserted-by":"publisher","DOI":"10.1080\/0960085X.2022.2081096"},{"key":"e_1_2_14_17_1","unstructured":"Corea S.2000. \u201cTechnological Capacitation in Customer Service Work: A Sociotechnical Approach.\u201d InProceedings of the 21st International Conference on Information Systems ICIS 2000.Association for Information Systems."},{"key":"e_1_2_14_18_1","doi-asserted-by":"publisher","DOI":"10.3390\/app132312965"},{"key":"e_1_2_14_19_1","doi-asserted-by":"crossref","unstructured":"Dam\u00e1sio M. J. S.Henriques andC.Costa.2012. \u201cBelonging to a Community: Forms of Technological Mediated Belonging.\u201dObservatorio (OBS*).https:\/\/doi.org\/10.15847\/obsOBS000604.","DOI":"10.15847\/obsOBS000604"},{"key":"e_1_2_14_20_1","doi-asserted-by":"publisher","DOI":"10.14742\/ajet.1282"},{"key":"e_1_2_14_21_1","doi-asserted-by":"publisher","DOI":"10.1207\/S15327965PLI1104_01"},{"key":"e_1_2_14_22_1","doi-asserted-by":"publisher","DOI":"10.1509\/jm.15.0178"},{"key":"e_1_2_14_23_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10796-017-9774-y"},{"key":"e_1_2_14_24_1","doi-asserted-by":"publisher","DOI":"10.2196\/14645"},{"key":"e_1_2_14_25_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10844\u2010024\u201000857\u2010w"},{"key":"e_1_2_14_26_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224378101800313"},{"key":"e_1_2_14_27_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jenvp.2021.101691"},{"key":"e_1_2_14_28_1","doi-asserted-by":"publisher","DOI":"10.1177\/0894439319859590"},{"key":"e_1_2_14_29_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jneb.2017.04.015"},{"key":"e_1_2_14_30_1","doi-asserted-by":"publisher","DOI":"10.1177\/8756972819882132"},{"key":"e_1_2_14_31_1","doi-asserted-by":"publisher","DOI":"10.1080\/01449290500330331"},{"key":"e_1_2_14_32_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-014-0403-8"},{"key":"e_1_2_14_33_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103211"},{"key":"e_1_2_14_34_1","doi-asserted-by":"crossref","unstructured":"Huang T. K. C.\u2010Y.Liao Y.\u2010T.Wang andK.\u2010Y.Lin.2018. \u201cHow Does Social Media Interactivity Affect Brand Loyalty?\u201d InProceedings of the Annual Hawaii International Conference on System Sciences.ScholarSpace of University of Hawai\u02c8i at M\u0101noa.https:\/\/doi.org\/10.24251\/HICSS.2018.266.","DOI":"10.24251\/HICSS.2018.266"},{"key":"e_1_2_14_35_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-2466.2006.00006.x"},{"key":"e_1_2_14_36_1","doi-asserted-by":"publisher","DOI":"10.1093\/jcmc\/zmac014"},{"key":"e_1_2_14_37_1","doi-asserted-by":"publisher","DOI":"10.1086\/268109"},{"key":"e_1_2_14_38_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2022.102519"},{"issue":"1","key":"e_1_2_14_39_1","first-page":"330","article-title":"Selecting Cover Images for Restaurant Reviews: AI vs. Wisdom of the Crowd","volume":"26","author":"Khern\u2010am\u2010nuai W.","year":"2021","journal-title":"SSRN Electronic Journal"},{"key":"e_1_2_14_40_1","doi-asserted-by":"publisher","DOI":"10.18844\/cjes.v17i11.7372"},{"key":"e_1_2_14_41_1","doi-asserted-by":"publisher","DOI":"10.1037\/0021-9010.91.3.706"},{"key":"e_1_2_14_42_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2019.1590884"},{"key":"e_1_2_14_43_1","unstructured":"Krishnaraju V. S. K.Mathew andV.Sugumaran.2013. \u201cRole of Web Personalization in Consumer Acceptance of E\u2010Government Services.\u201d InAmericas Conference on Information Systems.AIS."},{"key":"e_1_2_14_44_1","doi-asserted-by":"publisher","DOI":"10.1108\/JOSM-10-2018-0341"},{"key":"e_1_2_14_45_1","doi-asserted-by":"publisher","DOI":"10.2753\/MIS0742-1222230303"},{"key":"e_1_2_14_46_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.techsoc.2022.101965"},{"key":"e_1_2_14_47_1","doi-asserted-by":"publisher","DOI":"10.1111\/joop.12158"},{"key":"e_1_2_14_48_1","doi-asserted-by":"publisher","DOI":"10.1177\/1461444819888417"},{"key":"e_1_2_14_49_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.compedu.2017.08.006"},{"key":"e_1_2_14_50_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2022.101179"},{"key":"e_1_2_14_51_1","doi-asserted-by":"publisher","DOI":"10.1080\/10941665.2019.1708759"},{"key":"e_1_2_14_52_1","doi-asserted-by":"publisher","DOI":"10.62207\/5emn1562"},{"key":"e_1_2_14_53_1","volume-title":"Employers\u2019 Satisfaction and Perceptions of the Technological Skills Required for the Workforce","author":"Martinez J.","year":"2008"},{"key":"e_1_2_14_54_1","doi-asserted-by":"publisher","DOI":"10.1109\/THMS.2019.2919702"},{"key":"e_1_2_14_55_1","doi-asserted-by":"publisher","DOI":"10.2307\/20721418"},{"key":"e_1_2_14_56_1","doi-asserted-by":"publisher","DOI":"10.3390\/soc14060089"},{"key":"e_1_2_14_57_1","doi-asserted-by":"publisher","DOI":"10.53759\/181X\/JCNS202202015"},{"key":"e_1_2_14_58_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2014.09.004"},{"key":"e_1_2_14_59_1","unstructured":"Nguyen Q. N. andA.Sidorova.2017. \u201cAI Capabilities and User Experiences: A Comparative Study of User Reviews for Assistant and Non\u2010Assistant Mobile Apps.\u201d InAmericas Conference on Information Systems.AIS."},{"key":"e_1_2_14_60_1","unstructured":"Nunnally J.1978.Psychometric Theory.McGraw\u2010Hill."},{"key":"e_1_2_14_61_1","doi-asserted-by":"publisher","DOI":"10.3763\/cpol.2007.0430"},{"key":"e_1_2_14_62_1","doi-asserted-by":"publisher","DOI":"10.1177\/00027642231174335"},{"key":"e_1_2_14_63_1","doi-asserted-by":"publisher","DOI":"10.1080\/1047840X.2020.1820221"},{"key":"e_1_2_14_64_1","doi-asserted-by":"publisher","DOI":"10.3727\/152599519X15506259856309"},{"key":"e_1_2_14_65_1","doi-asserted-by":"publisher","DOI":"10.1080\/0144929X.2018.1564070"},{"key":"e_1_2_14_66_1","doi-asserted-by":"publisher","DOI":"10.47363\/JAICC\/2023(2)193"},{"key":"e_1_2_14_67_1","doi-asserted-by":"publisher","DOI":"10.1080\/19368623.2018.1516590"},{"key":"e_1_2_14_68_1","doi-asserted-by":"publisher","DOI":"10.1037\/a0019440"},{"key":"e_1_2_14_69_1","doi-asserted-by":"crossref","unstructured":"Saihood G. S. W. A. T. H.Haddad andF.Eyada.2023. \u201cPersonalized Experiences Within Heritage Buildings\u00a0: Leveraging AI for Enhanced Visitor Engagement.\u201d In2023 16th International Conference on Developments in eSystems Engineering (DeSE).IEEE.","DOI":"10.1109\/DeSE60595.2023.10468984"},{"key":"e_1_2_14_70_1","doi-asserted-by":"publisher","DOI":"10.1109\/TLT.2016.2627043"},{"key":"e_1_2_14_71_1","first-page":"696","article-title":"Antecedents and Consequence of Trust\u2010Commitment Towards Artificial Based Customer Experience","volume":"21","author":"Senathirajah A. R. S.","year":"2024","journal-title":"UCJC Business and Society Review"},{"key":"e_1_2_14_72_1","doi-asserted-by":"publisher","DOI":"10.1108\/MEQ-11-2021-0267"},{"key":"e_1_2_14_73_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2021.121389"},{"key":"e_1_2_14_74_1","doi-asserted-by":"publisher","DOI":"10.1108\/IntR-10-2018-0447"},{"key":"e_1_2_14_75_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11257-021-09299-3"},{"key":"e_1_2_14_76_1","doi-asserted-by":"publisher","DOI":"10.5585\/remark.v18i4.14321"},{"key":"e_1_2_14_77_1","doi-asserted-by":"publisher","DOI":"10.30574\/wjarr.2024.21.2.0502"},{"key":"e_1_2_14_78_1","doi-asserted-by":"publisher","DOI":"10.1080\/10941665.2023.2289402"},{"key":"e_1_2_14_79_1","doi-asserted-by":"publisher","DOI":"10.1353\/csd.2020.0057"},{"key":"e_1_2_14_80_1","doi-asserted-by":"publisher","DOI":"10.2307\/25148757"},{"key":"e_1_2_14_81_1","doi-asserted-by":"publisher","DOI":"10.1080\/16184742.2021.1956990"},{"key":"e_1_2_14_82_1","doi-asserted-by":"crossref","DOI":"10.1177\/2055207620904548","article-title":"Instagram as a Tool for Study Engagement and Community Building Among Adolescents: A Social Media Pilot Study","volume":"6","author":"Thomas V. L.","year":"2020","journal-title":"Digit Health"},{"key":"e_1_2_14_83_1","doi-asserted-by":"publisher","DOI":"10.5267\/j.ijdns.2022.5.004"},{"key":"e_1_2_14_84_1","doi-asserted-by":"publisher","DOI":"10.17718\/tojde.690340"},{"key":"e_1_2_14_85_1","doi-asserted-by":"publisher","DOI":"10.1080\/02640414.2019.1690960"},{"key":"e_1_2_14_86_1","doi-asserted-by":"publisher","DOI":"10.1177\/03635465231222464"},{"key":"e_1_2_14_87_1","doi-asserted-by":"publisher","DOI":"10.2307\/3250959"},{"key":"e_1_2_14_88_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.46.2.186.11926"},{"key":"e_1_2_14_89_1","doi-asserted-by":"publisher","DOI":"10.1080\/13527266.2017.1393768"},{"key":"e_1_2_14_90_1","doi-asserted-by":"publisher","DOI":"10.1109\/ACCESS.2021.3054047"},{"key":"e_1_2_14_91_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2006.00313.x"},{"key":"e_1_2_14_92_1","doi-asserted-by":"publisher","DOI":"10.3390\/ijerph192114412"},{"key":"e_1_2_14_93_1","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2022.907606"},{"key":"e_1_2_14_94_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.smr.2017.11.001"},{"key":"e_1_2_14_95_1","doi-asserted-by":"publisher","DOI":"10.1080\/0144929X.2021.1915383"}],"container-title":["Brain and Behavior"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/brb3.70593","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,8,13]],"date-time":"2025-08-13T07:44:26Z","timestamp":1755071066000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1002\/brb3.70593"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,6]]},"references-count":94,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2025,6]]}},"alternative-id":["10.1002\/brb3.70593"],"URL":"https:\/\/doi.org\/10.1002\/brb3.70593","archive":["Portico"],"relation":{},"ISSN":["2162-3279","2162-3279"],"issn-type":[{"value":"2162-3279","type":"print"},{"value":"2162-3279","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,6]]},"assertion":[{"value":"2024-12-26","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2025-05-09","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2025-06-17","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}],"article-number":"e70593"}}