<![CDATA[This study examines how digital marketing, perceived AI-based personalization, and health consciousness relate to late-adolescent Generation Z members' intention to participate in competitive sports events through the Theory of Planned Behavior, and whether Madurese cultural identity conditions two of these relationships. A cross-sectional survey of 300 residents of Bangkalan Regency aged 17 to 19 years, recruited through purposive and referral sampling, was analyzed using partial least squares structural equation modeling. Digital marketing was positively associated with attitude, subjective norm, and perceived behavioral control, which in turn were associated with participation intention. Health consciousness was associated with both attitude and intention, whereas perceived AI-based personalization showed only a negligible association with attitude. Madurese cultural identity strengthened the association between subjective norm and intention but did not condition the association between digital marketing and attitude. Credible event communication and culturally embedded social support emerge as complementary levers for youth sport participation.]]>
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