International Journal of Sports Marketing and Sponsorship最新文献

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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

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