International Journal of Sports Marketing and Sponsorship最新文献

{"title":"Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements","authors":"Halil Erdem Akoglu, Oğuz Özbek","doi":"10.1108/ijsms-09-2023-0193","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0193","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139750305","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":"Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom","authors":"Chen Chen","doi":"10.1108/ijsms-03-2023-0057","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0057","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139750288","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":"Validating two shortened versions of the fitness switching cost scale","authors":"Kyungyeol Kim, Senyung Lee","doi":"10.1108/ijsms-06-2023-0114","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0114","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Although the fitness switching costs scale (FSCS) was shown to have sound psychometric properties, the length of the 54-item may impose burdens on survey participants and present methodological and analytic challenges for researchers and practitioners. Therefore, the present study shortened and validated two versions of the FSCS, namely the 33-item FSCS (FSCS-33) and the 11-item FSCS (FSCS-11).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1 (<em>n</em> = 411), the most useful items from the FSCS for the FSCS-33 and FSCS-11 were identified using item response theory (IRT). Study 2 (<em>n</em> = 391) and Study 3 (<em>n</em> = 400) assessed the psychometric properties of the FSCS-33 and FSCS-11, respectively, using partial least squares structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The FSCS-33 and FSCS-11 demonstrated strong reliability and validity in assessing switching costs in fitness centers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The psychometrically sound short-form scales provide researchers and practitioners with convenient and accurate means of measuring switching costs in fitness centers.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139745425","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":"Fan conflict or complement? Exploring the intersection of sports betting and team loyalty","authors":"Brendan Dwyer, Stephen L. Shapiro, Joris Drayer","doi":"10.1108/ijsms-07-2023-0138","DOIUrl":"https://doi.org/10.1108/ijsms-07-2023-0138","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139745420","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":"Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment","authors":"Juho Park, Junghwan Cho, Alex C. Gang, Hyun-Woo Lee, Paul M. Pedersen","doi":"10.1108/ijsms-06-2023-0129","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0129","url":null,"abstract":"PurposeThis study aims to identify an automated machine learning algorithm with high accuracy that sport practitioners can use to identify the specific factors for predicting Major League Baseball (MLB) attendance. Furthermore, by predicting spectators for each league (American League and National League) and division in MLB, the authors will identify the specific factors that increase accuracy, discuss them and provide implications for marketing strategies for academics and practitioners in sport.Design/methodology/approachThis study used six years of daily MLB game data (2014–2019). All data were collected as predictors, such as game performance, weather and unemployment rate. Also, the attendance rate was obtained as an observation variable. The Random Forest, Lasso regression models and XGBoost were used to build the prediction model, and the analysis was conducted using Python 3.7.FindingsThe RMSE value was 0.14, and the R2 was 0.62 as a consequence of fine-tuning the tuning parameters of the XGBoost model, which had the best performance in forecasting the attendance rate. The most influential variables in the model are “Rank” of 0.247 and “Day of the week”, “Home team” and “Day/Night game” were shown as influential variables in order. The result was shown that the “Unemployment rate”, as a macroeconomic factor, has a value of 0.06 and weather factors were a total value of 0.147.Originality/valueThis research highlights unemployment rate as a determinant affecting MLB game attendance rates. Beyond contextual elements such as climate, the findings of this study underscore the significance of economic factors, particularly unemployment rates, necessitating further investigation into these factors to gain a more comprehensive understanding of game attendance.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139793237","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":"Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment","authors":"Juho Park, Junghwan Cho, Alex C. Gang, Hyun-Woo Lee, Paul M. Pedersen","doi":"10.1108/ijsms-06-2023-0129","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0129","url":null,"abstract":"PurposeThis study aims to identify an automated machine learning algorithm with high accuracy that sport practitioners can use to identify the specific factors for predicting Major League Baseball (MLB) attendance. Furthermore, by predicting spectators for each league (American League and National League) and division in MLB, the authors will identify the specific factors that increase accuracy, discuss them and provide implications for marketing strategies for academics and practitioners in sport.Design/methodology/approachThis study used six years of daily MLB game data (2014–2019). All data were collected as predictors, such as game performance, weather and unemployment rate. Also, the attendance rate was obtained as an observation variable. The Random Forest, Lasso regression models and XGBoost were used to build the prediction model, and the analysis was conducted using Python 3.7.FindingsThe RMSE value was 0.14, and the R2 was 0.62 as a consequence of fine-tuning the tuning parameters of the XGBoost model, which had the best performance in forecasting the attendance rate. The most influential variables in the model are “Rank” of 0.247 and “Day of the week”, “Home team” and “Day/Night game” were shown as influential variables in order. The result was shown that the “Unemployment rate”, as a macroeconomic factor, has a value of 0.06 and weather factors were a total value of 0.147.Originality/valueThis research highlights unemployment rate as a determinant affecting MLB game attendance rates. Beyond contextual elements such as climate, the findings of this study underscore the significance of economic factors, particularly unemployment rates, necessitating further investigation into these factors to gain a more comprehensive understanding of game attendance.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139852855","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":"Categorizing behavioral and formed concepts in sports marketing research","authors":"Tobias Müller, Florian Schuberth, Jörg Henseler","doi":"10.1108/ijsms-10-2022-0188","DOIUrl":"https://doi.org/10.1108/ijsms-10-2022-0188","url":null,"abstract":"PurposeSports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future world. This dual focus poses challenges for formulating and testing theories of sports marketing.Design/methodology/approachThis article develops criteria for categorizing theoretical concepts as either behavioral or formed as different ways of expressing ideas of sports marketing research. It emphasizes the need for clear concept categorization for proper operationalization and applies these criteria to selected theoretical concepts of sports marketing and sponsorship research.FindingsThe study defines three criteria to categorize theoretical concepts, namely (1) the guiding idea of research, (2) the role of observed variables, and (3) the relationship among observed variables. Applying these criteria to concepts of sports marketing research manifests the relevance of categorizing theoretical concepts as either behavioral or formed to operationalize concepts correctly.Originality/valueThis study is the first in sports marketing to clearly categorize theoretical concepts as either behavioral or formed, and to formulate guidelines on how to differentiate behavioral concepts from formed concepts.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139799347","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":"Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives","authors":"Qian Wang, Stéphan Fuchs, Guillaume Bodet","doi":"10.1108/ijsms-04-2023-0065","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0065","url":null,"abstract":"PurposeThis study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China.Design/methodology/approachThis study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis.FindingsIn China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives.Originality/valueCompanies’ sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139860499","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":"Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives","authors":"Qian Wang, Stéphan Fuchs, Guillaume Bodet","doi":"10.1108/ijsms-04-2023-0065","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0065","url":null,"abstract":"PurposeThis study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China.Design/methodology/approachThis study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis.FindingsIn China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives.Originality/valueCompanies’ sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139800740","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":"Categorizing behavioral and formed concepts in sports marketing research","authors":"Tobias Müller, Florian Schuberth, Jörg Henseler","doi":"10.1108/ijsms-10-2022-0188","DOIUrl":"https://doi.org/10.1108/ijsms-10-2022-0188","url":null,"abstract":"PurposeSports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future world. This dual focus poses challenges for formulating and testing theories of sports marketing.Design/methodology/approachThis article develops criteria for categorizing theoretical concepts as either behavioral or formed as different ways of expressing ideas of sports marketing research. It emphasizes the need for clear concept categorization for proper operationalization and applies these criteria to selected theoretical concepts of sports marketing and sponsorship research.FindingsThe study defines three criteria to categorize theoretical concepts, namely (1) the guiding idea of research, (2) the role of observed variables, and (3) the relationship among observed variables. Applying these criteria to concepts of sports marketing research manifests the relevance of categorizing theoretical concepts as either behavioral or formed to operationalize concepts correctly.Originality/valueThis study is the first in sports marketing to clearly categorize theoretical concepts as either behavioral or formed, and to formulate guidelines on how to differentiate behavioral concepts from formed concepts.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139859290","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}