International Journal of Sports Marketing and Sponsorship最新文献

{"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":"25 1","pages":""},"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":"17 1","pages":""},"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":" 30","pages":""},"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":"87 2","pages":""},"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":"294 10","pages":""},"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":"5 4","pages":""},"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":"142 4","pages":""},"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":"30 4","pages":""},"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}

{"title":"Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming","authors":"Sungkyung Kim, Argyro Elisavet Manoli","doi":"10.1108/ijsms-09-2023-0180","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0180","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"277 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139644178","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":"Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey","authors":"Ali Sevilmiş, Mehmet Doğan, Pablo Gálvez-Ruiz, Jerónimo García-Fernández","doi":"10.1108/ijsms-06-2023-0130","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0130","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to identify the dimensions of experiential quality and the relationship of this construct with customer trust and customer satisfaction in achieving behavioral intention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a convenience sampling technique, a total of 322 gym users in Turkey participated. A two-step approach was used to test both the model and the research hypotheses [confirmatory factor analysis (CFA) and structural equation modeling (SEM)].</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The interaction quality, physical environmental quality, outcome quality and enjoyment quality were positively related to experiential quality. Similarly, the experimental quality was positively related to customer satisfaction and customer trust. Finally, customer satisfaction was related to behavioral intentions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study provides empirical evidence about the importance of experiential quality to gain a competitive advantage in the context of fitness centers.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139644180","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}