International Journal of Sports Marketing and Sponsorship最新文献

{"title":"Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events","authors":"Yu Huang, Weisheng Chiu","doi":"10.1108/ijsms-12-2023-0250","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0250","url":null,"abstract":"PurposeSustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this background, we examined the influence of runners’ environmental consciousness on their perceptions of the quality of green initiatives and their supportive intention at a running event.Design/methodology/approachWe collected questionnaire responses from 496 runners at an event held in Taiwan, and we used partial least squares structural equation modeling for our measurement and structural models.FindingsOur findings revealed that environmental consciousness had a positive relationship with green perceived quality, and that green perceived quality, in turn, positively affected supportive intention. Green perceived quality also mediated the relationship between environmental consciousness and supportive intention, and running frequency moderated the relationship between environmental consciousness and supportive intention.Practical implicationsStakeholders should promote the environmental consciousness of event participants and implement sustainable initiatives to enhance participants’ supportive intention towards participatory sport events.Originality/valueThis study contributes to the literature by examining the role of environmental consciousness, green perceived quality and supportive intention in the context of a running event. The findings highlight the importance of environmental sustainability in participatory sport events and provide valuable insights for event organizers and stakeholders in designing and implementing sustainable initiatives.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"8 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140413444","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Customer engagement on social media: an examination of NFL teams’ Instagram posts","authors":"Wenche Wang","doi":"10.1108/ijsms-03-2023-0051","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0051","url":null,"abstract":"PurposeSocial media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best practices to improve customer engagement remain elusive. This paper aims to examine National Football League (NFL) teams’ Instagram posts to understand how sport teams can utilize social media to drive customer engagement.Design/methodology/approachGuided by uses and gratification theory, the author employs a machine learning algorithm to assess the content of NFL teams’ posts from the 2013–2014 season to the 2017–2018 season. The author performs regression analyses to investigate how post topic, together with confounding factors, boost customer engagement.FindingsResults highlight the importance of informational content in eliciting engagement and reveal distinctions in topics deemed “social content” in the literature. The author further identifies variations in how post topics engage sport fans and general customers.Originality/valueResults provide implications for sport organizations to craft social media content for customer engagement.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115791084","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory","authors":"Deokkyung Ock, Yongjin Hwang","doi":"10.1108/ijsms-02-2023-0022","DOIUrl":"https://doi.org/10.1108/ijsms-02-2023-0022","url":null,"abstract":"PurposeThe current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on the relationship between social needs and eWOM communication of esports consumers.Design/methodology/approachA cross-sectional survey design was applied to 387 responses collected from an online survey platform. After checking several assumptions, a series of regression analyses were performed to test the suggested hypotheses.FindingsThe results revealed that the needs for inclusion, affection and control were positively associated with eWOM intention. Furthermore, the relationships between inclusion and eWOM intention and affection and eWOM intention were moderated by game playing type.Originality/valueThe current study extended the fundamental interpersonal relations orientation theory from conventional interpersonal relationships to interpersonal communication in online platforms. This research also suggested that eWOM communication in esports could be supplemental social opportunities, especially for individual-based competition games.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115712983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Stakeholders' “voice” through social media: the case of corporate social responsibility in sport","authors":"Yoseph Z. Mamo, C. Anagnostopoulos","doi":"10.1108/ijsms-05-2023-0084","DOIUrl":"https://doi.org/10.1108/ijsms-05-2023-0084","url":null,"abstract":"PurposePrevious corporate social responsibility (CSR) research has mainly revolved around the “usual target” (that is, fans and consumers) that invest money, time and energy in supporting their teams in isolation while largely ignoring individual members of the public. Building on social exchange theory and social media analytics, the authors examine the social outcomes of CSR aggregated from individual members of society's perceived benefits (intangible and psychological).Design/methodology/approachRaw data were drawn from the CSR-focused Twitter accounts of six professional leagues (i.e. @nbacares, @nflplay60, @InspireChange, @thewnbpa, @Pr_nhl, @Mlsworks and @Mlbsocial). The authors collected historical data from each CSR-focused Twitter account (N = 136,076) from March 2010 to September 2022.FindingsAfter conducting sentiment analysis of public perceptions, the majority of tweets (53%) were neutral, 39% were positive and 8% were negative. All CSR-related accounts received more positive tweets about their initiatives than negative ones did. The most prevalent positive topics are supporting the community, education, youth wellness and health and inspiring the young generation. The most prevalent negative topics were related to fake, hypocrite, hate and social justice.Originality/valueThe study contributes to the CSR-sport literature by incorporating members of the general public into the stakeholder ecosystem and empirically examining their perceptions of sport organizations' CSR activities. Also, by drawing on the social exchange theory and the unique nature of social media, the authors highlight when and how the public expresses positive, neutral and negative perceptions over time. Finally, it joins a small but growing body of research that adopts the application of big data to sport management, and it measures the sentiment, frequency, distribution and topics of tweets, thereby determining positive and negative public perceptions.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"81 1-2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116733374","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Co-branding drivers between professional sport organizations and on-field sports apparel sponsors","authors":"H. Abdolmaleki, S. Mohammadi, M. Babaei, B. Soheili, G. Dickson, Daniel C. Funk","doi":"10.1108/ijsms-03-2023-0048","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0048","url":null,"abstract":"PurposeThis study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors.Design/methodology/approachSixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP).FindingsThe study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support.Originality/valueBased on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123226362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations","authors":"Joern Schlimm, C. Breuer","doi":"10.1108/ijsms-03-2023-0052","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0052","url":null,"abstract":"PurposeThis paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational cohorts and previous experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services related to their favorite sports team.Design/methodology/approachA survey instrument was developed and distributed online resulting in a sample size of n = 526. The survey was designed to measure consumers' psychological involvement with their favorite sports team based on the Psychological Continuum Model, and to determine respondents' interest in potential VE and Web3 activations. Finally, the survey collected demographical information and data regarding respondents' previous experience with VE and Web3 applications. Multiple regression analysis was subsequently conducted to predict the impact of (1) psychological involvement, (2) consumers' generational cohorts and (3) previous experience with VE and Web3 activations on the dependent variable consumer interest in VE and Web3 activations.FindingsThe regression model showed a significant impact of the independent variables on consumer interest in VE and Web3 activations with consumer involvement exerting the highest influence. Consumers' previous experience with VE and Web3 applications also seems to trigger interest, in line with the consumption capital theory. This study also suggests that younger generational cohorts are not intrinsically more attracted to VE and Web3 activations but their interest seems to depend on the type of activation.Research limitations/implicationsThis study is intended as a first assessment of independent variables that may have an impact on sports consumer interest in VE and Web3 activations. Further research is needed to assess the impact these variables combined with other indicators may have on consumer interest, for instance by employing a Structural Equation Modelling (SEM) approach. This research included selected VE and Web3 applications comprising online games, NFTs and cryptocurrencies, to calculate a VE and Web3 Literacy Score for the purpose of this paper. However, the “umbrella term Web3” (Wang et al., 2022) could indicate a number of additional applications not considered in this research. Future studies could examine sports consumer experience with additional Web3 activations when assessing VE and Web3 Literacy.Practical implicationsThe results of this research imply the need for a diversification of the VE and Web3 portfolio offered by sports teams to cater to different consumer segments. Upcoming challenges for sports teams include motivating younger consumers to take an interest in Web3 activations beyond gaming. Additionally, sports teams should encourage loyal supporters in the advanced stages of the PCM who possess limited VE and Web3 experience, to engage in VE and Web3 activations through simplified offers complementing their overall fan ex","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131776222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The outcomes of social capital among event runners: quality of life considerations","authors":"Ran Zhou, K. Kaplanidou","doi":"10.1108/ijsms-03-2023-0045","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0045","url":null,"abstract":"PurposeMass participation sport events, such as running events, have the potential to foster social capital among event participants. The purpose of this study is to investigate the interrelationships among sport event participation, social capital and various (behavioral, psychological, informational and negative) outcomes.Design/methodology/approachFollowing Putnam's social capital approach, a research model was developed and tested using confirmatory factor analysis and structural equation modeling, based on survey data from 301 runners with varied running histories and event experiences.FindingsResults showed a limited impact of sport event participation on participants' social capital, indicating that the temporary interactions within the event timeframe were insufficient to generate sustainable social capital among event participants. Nevertheless, significant relationships were found between social capital and behavioral, psychological and informational outcomes of social capital, suggesting that social capital can be converted to a range of benefits for participants and the event community.Practical implicationsEvent marketers and sponsors should take strategic actions to enhance participants' social experience and cultivate social capital, which may help them gain support from the event community irrespective of past experiences with participation.Originality/valueThis study extends Putnam's social capital framework into mass participation sport event context. As an initial effort to quantitatively test the linkage among event participation, social capital and various outcomes, this study offers empirical insights into the role of sport event participation in generating long-term social benefits for event participants.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125953886","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sports fashion and sustainability: a perfect match?","authors":"C. Kopplin","doi":"10.1108/ijsms-04-2023-0078","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0078","url":null,"abstract":"PurposeSports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This paper aims to discuss the aforementioned issues.Design/methodology/approachThe paper at hand seeks to investigate sports brands' approach to sustainability by examining their product portfolio and their annual report data, analyzing their status quo and sustainability strategy. A content analysis is conducted employing the brands' annual reports and their online shops as data sources to assess their status quo in terms of sustainability as well as future plans.FindingsResults show that on the ecological side, brands unanimously focus on carbon reduction, organic cotton, recycled polyester, circularity-ready business model innovation and water and toxic waste management. The social aspect may be divided into the focal brand and the supply chain, including similar measures: equality and diversity, the promotion of ethnic and cultural minorities and increased safety and health for workers.Originality/valueThe paper derives development opportunities and pitfalls for sports fashion brands.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131274888","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity","authors":"André Calapez, T. Ribeiro, V. Almeida, V. Pedragosa","doi":"10.1108/ijsms-02-2023-0030","DOIUrl":"https://doi.org/10.1108/ijsms-02-2023-0030","url":null,"abstract":"PurposeDespite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions.Design/methodology/approachUsing a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge, a Confirmatory Factor Analysis (CFA) analyzed the psychometric properties of the constructs and a subsequent Structural Equation Modeling (SEM) examined the effects of fan identity on two types of behavioral intentions and sponsor–sponsee relationship.FindingsResults indicate that fans who highly identify with esports have the highest attachment to the event and tend toward having a positive word-of-mouth intention. Esports fans who have a higher brand identification reported a positive attitude toward the event's sponsor brand and tend to purchase its products. Moreover, the study findings also provide evidence of the bidirectional interaction between the way in which fans attach with the esports event and its sponsor brand, leading to greater reciprocity in their identity formation.Originality/valueThis study helps to understand how the fan identity process can enhance its fate and develop mutually, building role overlapping identity in the esports sponsor–sponsee relationship. Complementarily, it supports of how the marketeers and managers must analyze the importance of being a fan to the individual in order to understand how its self-identity can shape the future behavior.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131139796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial: Diversity, equity and inclusivity in sport marketing research","authors":"Antonio S. Williams, Natasha T. Brison, Ann Pegoraro","doi":"10.1108/ijsms-08-2023-244","DOIUrl":"https://doi.org/10.1108/ijsms-08-2023-244","url":null,"abstract":"","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114654862","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}