International Journal of Sports Marketing and Sponsorship最新文献

{"title":"How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining","authors":"Anne-Marie Sassenberg, Cindy Sassenberg","doi":"10.1108/ijsms-09-2023-0200","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0200","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141496072","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":"Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions","authors":"Kyu-soo Chung, Chad Goebert, John David Johnson","doi":"10.1108/ijsms-03-2023-0041","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0041","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"27 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141441476","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":"Unveiling consumer loyalty dynamics: insights for golf club loyalty programs","authors":"Sangyung Lee, Young Hoon Kim","doi":"10.1108/ijsms-03-2024-0071","DOIUrl":"https://doi.org/10.1108/ijsms-03-2024-0071","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study conducted a survey targeting consumers who have experienced golf club services in the United States. This study operationalized reliability and trust as key indicators of the cognitive stage, hedonic motivation and social engagement as indicators of the affective stage, and loyalty as the indicator of the conative stage.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Using structural equation modeling (SEM), this study found that reliability has a significantly positive influence on trust. Trust has a significantly positive influence on hedonic motivation and loyalty. Furthermore, hedonic motivation has a significantly positive influence on social engagement and loyalty.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By integrating these findings within the Cognitive-Affective-Conative (CAC) framework, this study contributes to both the theoretical literature on consumer loyalty and provides practical insights for golf club management.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"44 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141430473","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":"Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers","authors":"Olga Polyakova, Thomas Karagiorgos, Christos Anagnostopoulos, Kostas Alexandris","doi":"10.1108/ijsms-12-2023-0246","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0246","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study draws on the theoretical model of sponsorship effects proposed by Wakefield <em>et al.</em> (2020) and obtained quantitative data from sampling esports viewers (<em>n</em> = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>It is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"44 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141425594","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":"Virtual active sports: identifying main barriers and facilitators for casual fitness fans","authors":"Eugene Evsikov, Velina Hristova, Ivo Vlaev, Sonya Karabeliova","doi":"10.1108/ijsms-10-2023-0213","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0213","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active Sports (VAS).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>200 individuals took part in an online cross-sectional survey based on 11 domains within the TDF. Linear logistic regression analysis was performed on the participant’s self-reported attitudes and believes. Based on the results from the regression analyses, a list of suggested behaviour change techniques was designed using the Behaviour Change Wheel (BCW) framework and the BCT taxonomy (BCTTv1).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This research suggested that Beliefs about Consequences, Beliefs about Capabilities, Goal Conflict, Coping Planning, and Environmental Context and Resources are the main factors, influencing the positive attitude towards VAS and the self-reported desire to try it in the future. Future interventions were recommended and supported by 22 possible BCTs identified using the BCW approach. The TDF and BCW proved to be useful models for identifying both internal and external factors influencing fitness fans during the adoption of the new sportstech.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The main contribution of the present work was the implementation of a structured and effective approach derived from the healthcare domain to design solutions for behaviour change in the emerging and expanding virtual sports context.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"31 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141425601","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 impact of perceived corporate social responsibility on employees’ turnover intention in professional team sports: a conditional mediation model","authors":"Fong-Jia Wang, Weisheng Chiu, Heetae Cho","doi":"10.1108/ijsms-10-2023-0204","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0204","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study investigated the impact of perceived corporate social responsibility (CSR) on employees' turnover intention in professional team sports organizations, focusing on employee identification and co-production’s role in this context.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected from 225 employees in professional team sports organizations, with analysis conducted via partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicated that perceived CSR negatively impacted turnover intention. Employee identification mediated the relationship between perceived CSR and turnover intention. Moreover, co-production moderated the relationship between perceived CSR and employee identification, affecting the mediating role of employee identification between perceived CSR and turnover intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Prioritizing CSR offers benefits beyond improving an organization’s public image. It also plays a crucial role in enhancing internal organizational dynamics. Specifically, it helps to increase employee identification with the company, reduce turnover intentions, and promote co-production. These outcomes, when combined, lead to the development of a stronger, more cohesive, and resilient organization.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study provides empirical evidence of the influence of perceived CSR on employee identification and behavior within professional team sports organizations. It underscores the importance of enhancing employee identification to reduce turnover intention.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"49 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141425597","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 national rugby league and the Bundesliga: a study of brand hate","authors":"Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. Naylor","doi":"10.1108/ijsms-07-2023-0145","DOIUrl":"https://doi.org/10.1108/ijsms-07-2023-0145","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards the Bundesliga and the NRL? (2) To what extent did hateful comments attract more likes than non-hateful comments?</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Brand hate was studied in the context of competition restrictions in 2020 due to the Covid-19 pandemic. We analysed reader comments posted below online articles published in three German (119 articles and 8,975 comments) and three Australian online newspaper articles (116 articles and 4,858 reader comments). The data were analysed deductively.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Non-parametric tests found that all types of brand hate were expressed. Approximately 85% of the hateful comments were mild, or more specifically, cold (<em>n</em> = 445 or approximately 53%), or cool (<em>n</em> = 250 or approximately 30%), or hot (<em>n</em> = 20 or approximately 2%). Hateful comments attracted more likes than non-hateful comments.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study advances our understanding of how negative brand perceptions underpin an extreme negative emotional reaction in the form of brand hate. The empirical evidence enables brand managers to better address disgusted, angry, or contemptuous consumers (or stakeholders) and consider whether the feeling is enduring, strong or weak, and linked to either aggressive or passive behaviours.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"73 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141333654","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":"Examining switching intention in professional sport: a push-pull-mooring perspective","authors":"Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko Deguchi","doi":"10.1108/ijsms-12-2023-0245","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0245","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>A mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"28 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141298917","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 celebrities and advertising on Instagram: a case study of brand sponsorship in Spain","authors":"Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín, Jorge David Fernández Gómez","doi":"10.1108/ijsms-11-2023-0228","DOIUrl":"https://doi.org/10.1108/ijsms-11-2023-0228","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"77 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141264713","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":"Consumer segmentation in esports: clustering via consumption motivation","authors":"Julia Rietz, Kirstin Hallmann","doi":"10.1108/ijsms-01-2024-0020","DOIUrl":"https://doi.org/10.1108/ijsms-01-2024-0020","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A quantitative approach using an online survey was implemented to identify homogenous groups. The study employed the Motivation Scale for Sports Consumption (MSSC) to investigate the consumption motives of esports consumers. A two-step market segmentation was conducted based on the motives, applying hierarchical clustering. Moreover, descriptor variables were used to create distinct esports consumer profiles.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This research divides the esports market into four clusters based on MSSC, which is new and relevant in a constantly changing environment. The clusters are named <em>Low Intention Novices, Leisure Warriors, Socializing Learners</em> and <em>Dedicated Enthusiasts</em>.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This adds to the limited literature on esports market segmentation and highlights the theoretical and practical implications of the findings.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"42 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141251785","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}