体育明星丑闻发生后,消费者如何评价赞助商?从社交媒体数据挖掘中发现证据

Anne-Marie Sassenberg, Cindy Sassenberg
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引用次数: 0

摘要

本研究旨在调查体育丑闻对消费者对相关赞助商和体育运动看法的影响,并对体育名人丑闻进行分类,以指导管理层的应对策略。研究发现,体育丑闻对消费者对赞助商评价看法的影响取决于丑闻是否与性别相关、是否使用娱乐性药物、是否存在性别暴力、是否是计划外和计划内的球场丑闻。性别暴力和有计划的赛场丑闻会对赞助商的评价产生压倒性的负面影响,而计划外的赛场丑闻则可能产生正面影响。消费者的同理心可能会影响娱乐性药物使用的影响,而体育名人的性别可能会影响计划外赛场丑闻的影响。研究局限/意义本研究表明丑闻的类型会影响消费者对相关赞助商和体育运动的看法,从而为赞助理论做出了贡献。应对策略可基于消费者对丑闻对相关赞助商和体育运动的影响的看法。赞助商和体育管理部门的应对策略可被视为赞助商和体育品牌的差异化。赞助协议可能有必要包括有助于当地社区价值形成的预先确定的应对策略。另外两个因素可能会对这些影响产生影响:消费者的同理心和体育名人的性别。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining

Purpose

The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics.

Design/methodology/approach

The study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency.

Findings

The research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals.

Research limitations/implications

This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport.

Practical implications

The findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community.

Originality/value

This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.

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