所有权营销专长对MLB上座率和数字消费的影响

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-03-01 DOI:10.32731/smq.301.032021.03

Ted Hayduk,Matthew Walker

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引用次数: 0

摘要

学术研究已经证实，在一系列行业中，企业高层的特征会影响企业层面的结果。在职业体育领域，公司依靠现场比赛的上座率，以及越来越多的在线内容消费来产生本地收入。推动这两种收入流的能力取决于特许经营公司在市场营销、关系管理和品牌建设方面的能力。在这项研究中，我们推测这些能力始于最高层，即所有权。利用上层梯队理论(UET)，我们假设拥有丰富营销专业知识的所有者的特许经营能够更好地推动上座率和在线搜索流量。通过对30支球队在10个赛季期间的面板数据集的研究，我们发现，营销方面的所有权专业知识可以显著提高上座率，但可能不会显著提高在线流量。在UET的背景下讨论了结果，并提出了对从业者的影响。

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The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption

Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.