虚拟世界中的体育迷:营销影响和研究议程

IF 2.5 3区管理学 Q3 BUSINESS

Marketing Letters Pub Date : 2023-09-13 DOI:10.1007/s11002-023-09702-6

Raeesah Chohan, Ellen Schmidt-Devlin

{"title":"虚拟世界中的体育迷:营销影响和研究议程","authors":"Raeesah Chohan, Ellen Schmidt-Devlin","doi":"10.1007/s11002-023-09702-6","DOIUrl":null,"url":null,"abstract":"Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"4 1","pages":"0"},"PeriodicalIF":2.5000,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Sports fandom in the metaverse: marketing implications and research agenda\",\"authors\":\"Raeesah Chohan, Ellen Schmidt-Devlin\",\"doi\":\"10.1007/s11002-023-09702-6\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.\",\"PeriodicalId\":48068,\"journal\":{\"name\":\"Marketing Letters\",\"volume\":\"4 1\",\"pages\":\"0\"},\"PeriodicalIF\":2.5000,\"publicationDate\":\"2023-09-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing Letters\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1007/s11002-023-09702-6\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Letters","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1007/s11002-023-09702-6","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

虚拟世界正在改变体育迷消费体育的方式，表达他们的狂热，以及与代表职业体育联盟、球队和运动员的体育品牌互动的方式。然而，学者和实践者对运动品牌如何利用虚拟世界有效地吸引粉丝缺乏了解。本概念性研究旨在通过社会认同理论的视角，结合市场证据和现有研究来解决这一差距。该研究建议，体育品牌应该通过提供独家体验来吸引粉丝参与虚拟世界，以加强粉丝的身份认同，为粉丝提供展示自己的粉丝身份并加强他们与粉丝社区的联系的机会，并培养沉浸式体验，使粉丝能够相互互动并与体育品牌互动。本研究基于三个主题，即体验、个性化和包容性，概述了未来研究的几个潜在领域。通过解决这些问题，运动品牌可以更好地理解和优化他们与使用虚拟世界的粉丝的互动策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Sports fandom in the metaverse: marketing implications and research agenda

Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Marketing Letters BUSINESS-

CiteScore

5.90

自引率

5.60%

发文量

期刊介绍： Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett