Pub Date : 2023-06-06DOI: 10.1108/ijsms-12-2022-0206
Fong-Jia Wang, Weisheng Chiu, K. Tseng, Heetae Cho
PurposeIn this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer collaboration) on their creative self-efficacy and service innovation from the perspective of service-dominant logic. The authors also examined the differences between frontline and non-frontline fitness service employees in our research model. This study aims to discuss the aforementioned objectives.Design/methodology/approachParticipants were fitness-centre employees in Taiwan recruited via convenience sampling. A total of 410 participants completed our online survey, and the authors analysed the data using partial least squares structural equation modelling (PLS-SEM).FindingsThe authors found that collaboration with both colleagues and customers had a positive impact on employees' creative self-efficacy. Collaboration with colleagues directly affected service innovation, while collaboration with customers indirectly affected service innovation via creative self-efficacy. In addition, there was a significant difference between frontline and non-frontline employees in our research model. Specifically, the path from collaboration with customers to creative self-efficacy was stronger for frontline employees, and the path from creative self-efficacy to service innovation was stronger for non-frontline employees.Originality/valueThis study improves the understanding of the way in which different collaborative behaviours promote employees' creative self-efficacy and service innovation. Further, it is the first to identify the difference between frontline and non-frontline employees and it shows how the effects of collaborative behaviours differ between them in the context of fitness services.
{"title":"The roles of employee–employee collaboration and employee–customer collaboration in fitness service innovation: a comparison of frontline and non-frontline employees","authors":"Fong-Jia Wang, Weisheng Chiu, K. Tseng, Heetae Cho","doi":"10.1108/ijsms-12-2022-0206","DOIUrl":"https://doi.org/10.1108/ijsms-12-2022-0206","url":null,"abstract":"PurposeIn this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer collaboration) on their creative self-efficacy and service innovation from the perspective of service-dominant logic. The authors also examined the differences between frontline and non-frontline fitness service employees in our research model. This study aims to discuss the aforementioned objectives.Design/methodology/approachParticipants were fitness-centre employees in Taiwan recruited via convenience sampling. A total of 410 participants completed our online survey, and the authors analysed the data using partial least squares structural equation modelling (PLS-SEM).FindingsThe authors found that collaboration with both colleagues and customers had a positive impact on employees' creative self-efficacy. Collaboration with colleagues directly affected service innovation, while collaboration with customers indirectly affected service innovation via creative self-efficacy. In addition, there was a significant difference between frontline and non-frontline employees in our research model. Specifically, the path from collaboration with customers to creative self-efficacy was stronger for frontline employees, and the path from creative self-efficacy to service innovation was stronger for non-frontline employees.Originality/valueThis study improves the understanding of the way in which different collaborative behaviours promote employees' creative self-efficacy and service innovation. Further, it is the first to identify the difference between frontline and non-frontline employees and it shows how the effects of collaborative behaviours differ between them in the context of fitness services.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"419 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133638835","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}
Pub Date : 2023-05-17DOI: 10.1108/ijsms-11-2022-0197
Kun Chang, Jun-Phil Uhm, Sanghoon Kim, Hyun-Woo Lee
PurposeDespite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the stress and coping theory, the current study aims to shed light on how esports gamers cope with toxicity to develop toxicity tolerance by the mediation effect of positive reappraisal coping strategy.Design/methodology/approachA total of 456 gamers were included in the analysis. Structural equation modeling was performed to evaluate the hypothesized model. Gender differences in the toxicity-coping process were investigated using multi-group analysis.FindingsThe findings revealed the full mediation effect of positive reappraisal on the relationship between toxicity and toxicity tolerance, especially for male gamers. The empirical evidence of this study contributes to theorizing the transformative role of positive reappraisal in developing positive consumption outcomes when esports gamers experience toxicity in the game. The multi-group analysis provided further insights into differentiating the applicability and effectiveness of positive reappraisal based on gender.Originality/valueThe findings contributed to sport management and communication literature by allowing researchers and practitioners to move beyond a preventive coping mindset by facilitating a positive coping environment that encourages gamers to interpret the conversation and messages in a more positive manner.
{"title":"Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping","authors":"Kun Chang, Jun-Phil Uhm, Sanghoon Kim, Hyun-Woo Lee","doi":"10.1108/ijsms-11-2022-0197","DOIUrl":"https://doi.org/10.1108/ijsms-11-2022-0197","url":null,"abstract":"PurposeDespite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the stress and coping theory, the current study aims to shed light on how esports gamers cope with toxicity to develop toxicity tolerance by the mediation effect of positive reappraisal coping strategy.Design/methodology/approachA total of 456 gamers were included in the analysis. Structural equation modeling was performed to evaluate the hypothesized model. Gender differences in the toxicity-coping process were investigated using multi-group analysis.FindingsThe findings revealed the full mediation effect of positive reappraisal on the relationship between toxicity and toxicity tolerance, especially for male gamers. The empirical evidence of this study contributes to theorizing the transformative role of positive reappraisal in developing positive consumption outcomes when esports gamers experience toxicity in the game. The multi-group analysis provided further insights into differentiating the applicability and effectiveness of positive reappraisal based on gender.Originality/valueThe findings contributed to sport management and communication literature by allowing researchers and practitioners to move beyond a preventive coping mindset by facilitating a positive coping environment that encourages gamers to interpret the conversation and messages in a more positive manner.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"82 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125123711","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}
Pub Date : 2023-04-27DOI: 10.1108/ijsms-08-2022-0157
Pascal Stegmann, Daniel Matyas, Tim Ströbel
PurposeNovel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors.Design/methodology/approachThe study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts.FindingsGovernance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans.Originality/valueThe findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs.
{"title":"Hype or opportunity? Tokenization as engagement platform in sport marketing","authors":"Pascal Stegmann, Daniel Matyas, Tim Ströbel","doi":"10.1108/ijsms-08-2022-0157","DOIUrl":"https://doi.org/10.1108/ijsms-08-2022-0157","url":null,"abstract":"PurposeNovel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors.Design/methodology/approachThe study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts.FindingsGovernance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans.Originality/valueThe findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"466 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132986505","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}
Pub Date : 2023-04-21DOI: 10.1108/ijsms-10-2022-0183
Marisa Sousa, Celina Gonçalves, R. Biscaia, M. Carvalho
PurposeThis study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions.Design/methodology/approachData were collected from participants (n = 258) and parents (n = 226) of a sport child camp. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of service quality on satisfaction and behavioural intentions.FindingsThe results indicate a multi-dimensional construct of service quality that influences satisfaction and behavioural intentions differently among parents and participants. For participants, Service Failures and Recovery, Safety and Food influenced satisfaction, while Service Failures and Recovery and Fun influenced Behavioural Intentions. For parents, Management Commitment to Service Quality, Staff, Food and Contact with Physical Environmental influenced satisfaction, while Management Commitment to Service Quality and Staff influenced Behavioural intentions.Research limitations/implicationsBoth parents and participants' perceptions of service quality in sport child camps were captured and its effects on satisfaction and behavioural intentions. The study provides sport child camp managers with critical information about service delivery and its outcomes among the two key consumers (participants and parents).Originality/valueThis study offers new ideas to advance knowledge on sport child camps by capturing the perceptions of two key stakeholders and providing useful insights into how different attributes of service quality influence the levels of satisfaction and behavioural intentions among parents and participants.
{"title":"Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives","authors":"Marisa Sousa, Celina Gonçalves, R. Biscaia, M. Carvalho","doi":"10.1108/ijsms-10-2022-0183","DOIUrl":"https://doi.org/10.1108/ijsms-10-2022-0183","url":null,"abstract":"PurposeThis study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions.Design/methodology/approachData were collected from participants (n = 258) and parents (n = 226) of a sport child camp. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of service quality on satisfaction and behavioural intentions.FindingsThe results indicate a multi-dimensional construct of service quality that influences satisfaction and behavioural intentions differently among parents and participants. For participants, Service Failures and Recovery, Safety and Food influenced satisfaction, while Service Failures and Recovery and Fun influenced Behavioural Intentions. For parents, Management Commitment to Service Quality, Staff, Food and Contact with Physical Environmental influenced satisfaction, while Management Commitment to Service Quality and Staff influenced Behavioural intentions.Research limitations/implicationsBoth parents and participants' perceptions of service quality in sport child camps were captured and its effects on satisfaction and behavioural intentions. The study provides sport child camp managers with critical information about service delivery and its outcomes among the two key consumers (participants and parents).Originality/valueThis study offers new ideas to advance knowledge on sport child camps by capturing the perceptions of two key stakeholders and providing useful insights into how different attributes of service quality influence the levels of satisfaction and behavioural intentions among parents and participants.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122726844","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}
Pub Date : 2023-04-20DOI: 10.1108/ijsms-12-2022-0215
T. Ribeiro, V. Almeida, André Calapez, Hirotaka Matsuoka, Rei-Jo Yamashita
PurposeDespite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment.Design/methodology/approachUsing a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups.FindingsResults reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment.Originality/valueThis study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry.
{"title":"Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics","authors":"T. Ribeiro, V. Almeida, André Calapez, Hirotaka Matsuoka, Rei-Jo Yamashita","doi":"10.1108/ijsms-12-2022-0215","DOIUrl":"https://doi.org/10.1108/ijsms-12-2022-0215","url":null,"abstract":"PurposeDespite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment.Design/methodology/approachUsing a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups.FindingsResults reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment.Originality/valueThis study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116689150","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}
Pub Date : 2023-04-11DOI: 10.1108/ijsms-07-2022-0140
Maowei Xu, B. Li, Olan K. M. Scott, Jerred Junqi Wang
PurposeThis study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.Design/methodology/approachThe participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.FindingsThe results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.Originality/valueThe study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.
目的本研究旨在调查体育消费者如何采用OTT服务来消费体育内容。受技术接受模型(TAM)的启发，本研究旨在了解用户在消费体育赛事时的行为以及用户对OTT服务的看法。本研究的参与者是使用流媒体服务观看体育直播内容的中国体育消费者。一项在线调查是通过HUPU体育发布的，HUPU体育是一个中国在线交流社区，体育迷可以在这里分享意见。为了确保所有的回答都有资格参加这项研究，在问卷的开头添加了跳过逻辑问题，要求参与者回答他们是否使用流媒体服务观看体育比赛。共收到352份答复，其中可用问卷327份。调查结果显示，观看方便、无商业广告和观看质量是影响他们采用OTT服务的主要原因。在用户感知方面，付费用户在感知乐趣、感知价值、感知有用性(PU)和易用性方面的得分高于非付费用户。OTT用户的粉丝度和PU可以预测用户在这些服务上花费的时间，而用户的粉丝度和感知价值与用户在这些服务上花费的金钱呈正相关。此外，本研究还发现用户的粉丝度、感知价值、内容质量和易用性与用户继续使用服务的意愿呈正相关。本研究首次尝试探索体育观众如何采用OTT服务来消费体育内容，并探索观众对OTT使用的看法。之前的研究已经调查了用户如何采用音乐流媒体服务(Fernandes and Guerra, 2019)和其他在线流媒体服务(Shin and Park, 2021)，但很少特别关注体育流媒体服务。因此，本研究的发现填补了现有体育消费者行为知识的空白，并为其在线行为提供了更多的见解。此外，作者还通过促进我们对付费用户和非付费用户之间感知差异的理解，为不断增长的数字媒体文献做出了贡献。流媒体服务文献主要关注的是普通用户(Fernandes and Guerra, 2019)，但这些服务忽视了付费用户和非付费用户之间的差异。
{"title":"New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services","authors":"Maowei Xu, B. Li, Olan K. M. Scott, Jerred Junqi Wang","doi":"10.1108/ijsms-07-2022-0140","DOIUrl":"https://doi.org/10.1108/ijsms-07-2022-0140","url":null,"abstract":"PurposeThis study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.Design/methodology/approachThe participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.FindingsThe results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.Originality/valueThe study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127268015","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}
Pub Date : 2023-03-15DOI: 10.1108/ijsms-05-2022-0102
Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon
PurposeSport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support a certain group.Design/methodology/approachUsing a social identity theory and social identity complexity qualitative framework, this paper analyzes the perceptions of the National Football League's (NFL) Salute to Service military campaign among service members, veterans and families.FindingsAfter collecting data via a series of 16 interviews, while service members stated that the service members appreciated the campaign and appreciated what the NFL seeks to do through the campaign, this specific Salute to Service did not have a significant cognitive and behavioral impact for these military consumers.Originality/valueThis work builds on prior CSR beneficiary literature, providing an opportunity to further expand ways in which sport organizations can make sports organizations' CSR campaigns more impactful.
{"title":"Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign","authors":"Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon","doi":"10.1108/ijsms-05-2022-0102","DOIUrl":"https://doi.org/10.1108/ijsms-05-2022-0102","url":null,"abstract":"PurposeSport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support a certain group.Design/methodology/approachUsing a social identity theory and social identity complexity qualitative framework, this paper analyzes the perceptions of the National Football League's (NFL) Salute to Service military campaign among service members, veterans and families.FindingsAfter collecting data via a series of 16 interviews, while service members stated that the service members appreciated the campaign and appreciated what the NFL seeks to do through the campaign, this specific Salute to Service did not have a significant cognitive and behavioral impact for these military consumers.Originality/valueThis work builds on prior CSR beneficiary literature, providing an opportunity to further expand ways in which sport organizations can make sports organizations' CSR campaigns more impactful.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131589096","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}
Pub Date : 2023-03-14DOI: 10.1108/ijsms-02-2022-0049
Brent Smith, Stephanie A. Tryce, Carol Ferrara
PurposeTo measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.Design/methodology/approachIn this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions.FindingsUsing partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism.Research limitations/implicationsThe authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently.Originality/valueFew empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism).
{"title":"Which sway? Athlete activism, teammate allyship and fan patriotism","authors":"Brent Smith, Stephanie A. Tryce, Carol Ferrara","doi":"10.1108/ijsms-02-2022-0049","DOIUrl":"https://doi.org/10.1108/ijsms-02-2022-0049","url":null,"abstract":"PurposeTo measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.Design/methodology/approachIn this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions.FindingsUsing partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism.Research limitations/implicationsThe authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently.Originality/valueFew empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism).","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133012323","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}
Pub Date : 2023-03-07DOI: 10.1108/ijsms-08-2022-0158
Petri Lintumäki, Oliver Koll
PurposeSupporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification.Design/methodology/approachA multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans.FindingsTeam distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group.Practical implicationsTo build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects.Originality/valueThis is the first study that assesses the potential differences behind fans' social identification with local and distant teams.
{"title":"Sport team identification: a social identity perspective comparing local and distant fans","authors":"Petri Lintumäki, Oliver Koll","doi":"10.1108/ijsms-08-2022-0158","DOIUrl":"https://doi.org/10.1108/ijsms-08-2022-0158","url":null,"abstract":"PurposeSupporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification.Design/methodology/approachA multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans.FindingsTeam distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group.Practical implicationsTo build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects.Originality/valueThis is the first study that assesses the potential differences behind fans' social identification with local and distant teams.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132240967","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}
Pub Date : 2023-02-17DOI: 10.1108/ijsms-08-2022-0159
V. Pedragosa, R. Biscaia, Michael E. Naylor, David P. Hedlund, G. Dickson
PurposeThe purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres.Design/methodology/approachTwo studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest.FindingsThe results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership.Originality/valueThis study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres.
{"title":"Member identity in fitness centres and its consequences: an examination of members and managers' perspectives","authors":"V. Pedragosa, R. Biscaia, Michael E. Naylor, David P. Hedlund, G. Dickson","doi":"10.1108/ijsms-08-2022-0159","DOIUrl":"https://doi.org/10.1108/ijsms-08-2022-0159","url":null,"abstract":"PurposeThe purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres.Design/methodology/approachTwo studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest.FindingsThe results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership.Originality/valueThis study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"54 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132433524","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}
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