Determinants of Future Intentions in a Virtual Career: The Role of Brand Variables

This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant relationships between these variables and their ability to predict participants’ future intentions. A structured questionnaire based on previously validated scales was applied to a sample of participants of the Medellín Virtual Marathon. The data obtained were analyzed using structural equation modelling to examine the relationships between the variables studied. The results confirm that congruence significantly influences trust and commitment, while trust mediates its relationship with commitment, satisfaction and WOM. Furthermore, it is observed that commitment has a direct impact on satisfaction and WOM, with satisfaction being the most relevant predictor of recommendation intentions. The model used showed an adequate fit, and the instrument used presented satisfactory psychometric properties. These findings underline the importance of strengthening the congruence between participants’ identity and event branding, promoting trust through positive experiences and leveraging WOM as a key promotional tool for e-sport events. This study contributes to academic knowledge by exploring the interactions between these variables in the context of virtual sport events, offering valuable information for decision-making in the management and promotion of this type of event.