所有权营销专业知识对MLB出席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.291.032021.03

Ted Hayduk, M. Walker

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引用次数: 3

摘要

学术界已经确定，企业上层的特征会影响一系列行业中企业层面的结果。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创造当地收入。推动这两种收入来源的能力取决于特许经营在营销、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顶层，即所有权。使用上层理论（UET），我们假设拥有丰富营销专业知识的所有者的特许经营权能够更好地推动上座率和在线搜索流量。使用一个由10个赛季的30支球队组成的小组数据集，我们发现，营销方面的所有权专业知识会产生显著更多的上座率，但可能不会显著增加在线流量。在UET的背景下讨论了结果，并提出了对从业者的启示。

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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.