International Journal of Sports Marketing and Sponsorship最新文献_第8页

Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports 实时心理生理学方法探索vr介导的运动的情绪和认知加工

International Journal of Sports Marketing and Sponsorship Pub Date : 2023-12-05 DOI: 10.1108/ijsms-03-2023-0042

Minkyo Lee, Xiaochen Zhou

{"title":"Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports","authors":"Minkyo Lee, Xiaochen Zhou","doi":"10.1108/ijsms-03-2023-0042","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0042","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.</p>\u0000<h3>Findings</h3>\u0000<p>Participants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.</p>\u0000<h3>Practical implications</h3>\u0000<p>The results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.</p>\u0000<h3>Originality/value</h3>\u0000<p>Methodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138492001","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}

引用次数: 0

Online posting intention: do the social communication and brand equity of esports matter? 在线发布意图:电子竞技的社交传播和品牌资产重要吗?

International Journal of Sports Marketing and Sponsorship Pub Date : 2023-12-04 DOI: 10.1108/ijsms-09-2023-0189

Xi Wang, Xinyi You, Yulan Xu, Jie Zheng

{"title":"Online posting intention: do the social communication and brand equity of esports matter?","authors":"Xi Wang, Xinyi You, Yulan Xu, Jie Zheng","doi":"10.1108/ijsms-09-2023-0189","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0189","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.</p>\u0000<h3>Findings</h3>\u0000<p>The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138475728","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}

引用次数: 0

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride 超越体育:审视体育人文品牌对民族自豪感的动力

International Journal of Sports Marketing and Sponsorship Pub Date : 2023-11-28 DOI: 10.1108/ijsms-05-2023-0098

Susmit S. Gulavani, James Du, Jeffrey D. James

{"title":"Transcendence beyond sport: examining the dynamic power of sport human brand on national pride","authors":"Susmit S. Gulavani, James Du, Jeffrey D. James","doi":"10.1108/ijsms-05-2023-0098","DOIUrl":"https://doi.org/10.1108/ijsms-05-2023-0098","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate spillover effects on people's national pride, a proxy for the collective level of well-being and whether the individual's behavioral engagement in sport spectating will moderate this relationship.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Leveraging a quasi-natural experiment grounded in the 2021 Indian Premier League championship, the authors solicit responses from 296 representative individuals residing in India twice using a two-wave panel design. The authors conducted confirmatory factor analysis, repeated measures <em>T</em>-test, latent change score analysis, and structural regression analysis to examine the relationship between psychological involvement with sport human brand and national pride.</p>\u0000<h3>Findings</h3>\u0000<p>The results demonstrate a positive association between psychological involvement with sport human brand and national pride. Further, the findings indicate that an increase in psychological involvement with sport human brand was associated with an increase in national pride due to the successful athletic endeavor involving the sport human brand. However, the relationship between psychological involvement with sport human brand and national pride was invariant irrespective of patrons' spectatorship behavior.</p>\u0000<h3>Originality/value</h3>\u0000<p>This research demonstrates that sport human brands possess transformative soft power that extends their prerogative cultural identity personified by their athletic ability and success, allowing them to shape public sentiments of national pride via their profound influence through and beyond the complex network of brand ecosystems.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138438962","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}

引用次数: 0

A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers 马来西亚、泰国和印度尼西亚高尔夫旅游体验的跨国比较:马来西亚高尔夫球手的感性体验

International Journal of Sports Marketing and Sponsorship Pub Date : 2023-11-24 DOI: 10.1108/ijsms-07-2023-0146

Ahmad Johanif Mohd Ali, Mohd Salehuddin Mohd Zahari, Muhammad A'rif Aizat Bashir, Mohd Hafiz Hanafiah

{"title":"A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers","authors":"Ahmad Johanif Mohd Ali, Mohd Salehuddin Mohd Zahari, Muhammad A'rif Aizat Bashir, Mohd Hafiz Hanafiah","doi":"10.1108/ijsms-07-2023-0146","DOIUrl":"https://doi.org/10.1108/ijsms-07-2023-0146","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This scholarly investigation explores the Malaysian golfers' experience in Malaysia, Thailand and Indonesia golf courses. The study sheds light on the unique attributes of golf tourism in each country, including the courses, facilities, services and overall golfing experiences offered to golf tourists.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Qualitative data were procured through in-depth semi-structured interviews with a cohort of 13 Malaysian golfers.</p>\u0000<h3>Findings</h3>\u0000<p>The findings indicate that golfers' experiences are affected by the quality of service, facilities, price and course condition, ultimately contributing to their satisfaction level. The evidence suggests that Malaysian golfers are comparatively more satisfied with golf courses in Thailand and Indonesia than in Malaysia.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study underscores the importance of golf course attributes in retaining existing golfers and enticing new ones. Besides, as comparative research on golf course attributes and destination preferences is scant, this study has far-reaching implications, empowering Malaysian golf course managers to augment the appeal and quality of their golf course destination to optimise the behavioural intentions of golf tourists.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138438958","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}

引用次数: 0

Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship 重新审视职业足球俱乐部的组织身份和社会责任:以拜仁慕尼黑和卡塔尔赞助为例

International Journal of Sports Marketing and Sponsorship Pub Date : 2022-06-10 DOI: 10.1108/ijsms-03-2022-0058

David M. Herold, C. Keith Harrison, Scott J. Bukstein

{"title":"Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship","authors":"David M. Herold, C. Keith Harrison, Scott J. Bukstein","doi":"10.1108/ijsms-03-2022-0058","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0058","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image.</p>\u0000<h3>Findings</h3>\u0000<p>The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs.</p>\u0000<h3>Originality/value</h3>\u0000<p>Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138526666","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}

引用次数: 0

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020 超级碗广告对在线品牌搜索的影响:从2011年到2020年的十年洞察

International Journal of Sports Marketing and Sponsorship Pub Date : 2022-04-28 DOI: 10.1108/ijsms-07-2021-0151

Dan Li, Nicholas Masafumi Watanabe

{"title":"Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020","authors":"Dan Li, Nicholas Masafumi Watanabe","doi":"10.1108/ijsms-07-2021-0151","DOIUrl":"https://doi.org/10.1108/ijsms-07-2021-0151","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (<em>n</em> = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.</p>\u0000<h3>Findings</h3>\u0000<p>The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138526667","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}

引用次数: 0

Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective 影响用户对健身应用程序粘性的因素：基于 S-O-R 观点的实证研究

International Journal of Sports Marketing and Sponsorship Pub Date : 2022-03-30 DOI: 10.1108/ijsms-06-2021-0123

Xianzhong Teng, Zheshi Bao

{"title":"Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective","authors":"Xianzhong Teng, Zheshi Bao","doi":"10.1108/ijsms-06-2021-0123","DOIUrl":"https://doi.org/10.1108/ijsms-06-2021-0123","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Despite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short period of time for most users. The purpose of this paper is to explore factors affecting stickiness of fitness app and then indicate how to retain existing users.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A research model was developed based on stimulus–organism–response (S-O-R) model. Using the data collected from 231 fitness app users through an online survey, the established model was empirically assessed by structural equation modeling (SEM).</p>\u0000<h3>Findings</h3>\u0000<p>The results show that human-to-information interaction and human-to-human interaction as environmental stimuli affect individuals' internal state, including social comparison and perception of fitness self-management, which consequently influence the stickiness of fitness apps.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study provides new insights into the mechanism regarding why users are willing to continuously use fitness apps. Moreover, the understanding of social comparison among users in such process was also deepened.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139500195","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}

引用次数: 0

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training 从肌肉推断能力：教练的肌肉质量如何以及何时影响个人健身培训的服务购买

International Journal of Sports Marketing and Sponsorship Pub Date : 2022-02-09 DOI: 10.1108/ijsms-08-2021-0162

Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee

{"title":"Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training","authors":"Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee","doi":"10.1108/ijsms-08-2021-0162","DOIUrl":"https://doi.org/10.1108/ijsms-08-2021-0162","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total <em>n</em> = 387). Using the validated stimuli, the authors conducted the two experiments (total <em>n</em> = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment.</p>\u0000<h3>Findings</h3>\u0000<p>Findings supported the authors’ proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139500188","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}

引用次数: 0