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Brand Management and Social Media 品牌管理和社交媒体
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0154
Beth A. Cianfrone
Social media allows sport entities (organizations, athletes, coaches, fans, and partnering companies) to reach audiences across the world and create, extend, maintain, and improve their brand equity through constant communication. Brand management and the strategies employed by entities to create effective content that reinforces brand image and brand equity are a common goal among sport marketers. Over the last 20 years, scholars have investigated a wide range of topics in sport social media and branding, yet there is a need to continue to expand the social media brand management literature to address and reflect rapidly changing industry challenges. The purpose of this commentary is to provide a reflection of past academic literature, while critically examining areas in methodology and theory to guide future research. The recommendations of more sophisticated designs, along with a call for experimental designs, qualitative approaches, and critical communication inquiry, among others, are discussed.
社交媒体允许体育实体(组织、运动员、教练、球迷和合作公司)接触到世界各地的观众,并通过不断的沟通创造、扩展、维护和提高他们的品牌资产。品牌管理和实体所采用的策略,以创造有效的内容,加强品牌形象和品牌资产是体育营销人员的共同目标。在过去的20年里,学者们研究了体育社交媒体和品牌的广泛主题,但仍有必要继续扩大社交媒体品牌管理文献,以应对和反映快速变化的行业挑战。本评论的目的是提供对过去学术文献的反思,同时批判性地检查方法和理论领域,以指导未来的研究。讨论了更复杂设计的建议,以及对实验设计、定性方法和批判性沟通探究等的呼吁。
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引用次数: 1
Swag, Social Media, and the Rhetoric of Style in College Athletic-Recruitment Discourse Swag、社交媒体与大学体育招聘话语中的风格修辞
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0168
Luke A. Winslow, Blair W. Browning, Andrew W. Ishak
Style—or the aesthetic dimensions of public presentation—is a dominant mode of symbolic expression. However, no one has explored how style functions as a coherent and generalizable symbol system influencing public conversations about athletic recruitment. The purpose of this essay is to fill this gap by developing a critical framework for theorizing the rhetoric of style in athletic recruitment discourse and significantly, how this is done through social media. We analyze sports journalism, recruiting websites, and the public messaging of athletic departments and athletes on social media according to five structural components: stylistic homologies, aesthetic rationales, primacy of text, imaginary communities, and market contexts. Our analysis offers practical lessons for athletes, journalists, and college athletic departments, but we also highlight several conceptual, methodological, and theoretical implications for scholars of communication and sport and social media interested in better understanding social influence in a dynamic and hyper-competitive context.
风格——或公共呈现的美学维度——是符号表达的主导模式。然而,没有人探索过风格作为一个连贯的、可概括的符号系统是如何影响公众对体育招募的讨论的。本文的目的是通过开发一个关键框架来将体育招聘话语中的风格修辞理论化,以及如何通过社交媒体来实现这一目标,从而填补这一空白。我们分析体育新闻,招聘网站,以及体育部门和运动员在社交媒体上的公共信息,根据五个结构组成部分:风格同源,美学基础,文本的首要地位,想象社区和市场背景。我们的分析为运动员、记者和大学体育部门提供了实践经验,但我们也强调了对传播、体育和社交媒体学者有兴趣更好地理解动态和高度竞争背景下的社会影响的几个概念、方法和理论意义。
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引用次数: 0
Determinants of Consumers’ Adoption of Mobile Ticketing via Self-Service Technology 消费者通过自助服务技术采用移动票务的决定因素
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0185
Sanghoon Kim, Kwang-Hae Park, Jun-Phil Uhm, Hyun-Woo Lee
The purpose of this study was to examine the determinants of sport consumers’ mobile ticketing adoption by the technology readiness constructs and quality–satisfaction–behavioral intentions framework. A total of 295 participants were included in the analysis. Data analysis was performed using structural equation modeling and PROCESS macro. A content analysis was conducted to provide further insight into the proposed model using open-ended responses. The findings indicate that consumers’ technology readiness alone was not a positive driver of mobile ticketing but suggest a role for technology readiness in promoting mobile ticketing, combined with service quality, satisfaction, and online ticket purchasing. The importance and originality of this study are that it confirms the sport context as a unique and effective vehicle in advancing existing knowledge of consumers’ ticket consumption behavior via self-service technology across various disciplines. Also, the findings can be used to set out recommendations for policy or practice aimed at facilitating and sustaining mobile ticketing consumption.
本研究的目的是通过技术准备结构和质量满意度-行为意向框架来检验体育消费者采用移动票务的决定因素。共有295名参与者被纳入分析。数据分析采用结构方程建模和PROCESS宏。进行了内容分析,以使用开放式回答进一步深入了解所建议的模型。研究结果表明,消费者的技术成熟度本身并不是移动票务的积极驱动因素,但技术成熟度与服务质量、满意度和在线购票相结合,在促进移动票务方面发挥了作用。这项研究的重要性和独创性在于,它证实了体育背景是一种独特而有效的工具,可以通过各种学科的自助服务技术来推进对消费者门票消费行为的现有知识。此外,研究结果可用于制定旨在促进和维持移动票务消费的政策或实践建议。
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引用次数: 0
A Review and Research Agenda for Brand Communities in Sports 体育品牌社区的回顾与研究议程
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0114
David Wagner
Research on brand communities has burgeoned over the past 2 decades. Today many, if not most, sport organizations are entertaining dedicated brand communities. This article traces the development of community thinking in the field of sport management and marketing. Key articles on brand communities in leading journals in the field are identified, reviewed, and their core contributions distilled. By drawing on literature from adjacent fields, seven areas of future research are proposed: make or buy community, getting value from community, building a community capability, solving the community engagement puzzle, focusing on effective community engagement practices, analyzing the full community life cycle, and community for Web 3.0. The article provides a number of recommendations for future research on brand communities in sport management and marketing, enabling scholars to advance knowledge for both research and practice.
在过去的20年里,对品牌社区的研究迅速发展起来。今天,许多(如果不是大多数的话)体育组织都在娱乐专门的品牌社区。本文追溯了社区思维在体育管理和营销领域的发展历程。在该领域的主要期刊上,品牌社区的关键文章被识别,审查,并提取其核心贡献。通过借鉴相关领域的文献,提出了未来研究的七个领域:制造或购买社区、从社区中获取价值、构建社区能力、解决社区参与难题、关注有效的社区参与实践、分析整个社区生命周期和面向Web 3.0的社区。本文为体育管理和营销中的品牌社区的未来研究提供了一些建议,使学者能够在研究和实践中推进知识。
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引用次数: 1
Social Media and Consumer Behavior 社交媒体和消费者行为
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0110
Andrea N. Geurin
The topics of social media and consumer behavior are inextricably linked. Since 2008, scholars in sport-studies fields such as sport communication and sport management have increasingly focused their research on social media use by sport entities and consumers. This commentary provides an overview of sport social media and consumer behavior scholarship to date, including prominent and growing topics such as consumers’ uses of social media, social media engagement, user segmentation, and user-generated content. A scoping review was conducted to illustrate the current state of research on social media, sport, and consumer behavior. Future research priorities to advance this area of inquiry are also discussed, including more qualitative research resulting in rich and descriptive analyses, the need to better understand Gen Z as sport social media consumers, and the need to understand the connection between social media consumption and purchasing behavior. Finally, the commentary encourages scholars to expand their research focus in geographic contexts outside of North America, on underrepresented groups, such as women’s sport and disability sport, and to adopt new theoretical frameworks for such research.
社交媒体和消费者行为的话题是密不可分的。自2008年以来,体育传播和体育管理等体育研究领域的学者越来越多地将研究重点放在体育实体和消费者使用社交媒体上。这篇评论概述了迄今为止体育社交媒体和消费者行为方面的学术研究,包括消费者对社交媒体的使用、社交媒体参与、用户细分和用户生成内容等突出和日益增长的主题。我们进行了一项范围审查,以说明社交媒体、体育和消费者行为的研究现状。本文还讨论了未来研究的重点,包括更多的定性研究,从而产生丰富的描述性分析,更好地理解Z世代作为体育社交媒体消费者的需求,以及理解社交媒体消费与购买行为之间联系的需求。最后,评论鼓励学者将他们的研究重点扩展到北美以外的地理背景下,关注代表性不足的群体,如妇女体育和残疾人体育,并为这类研究采用新的理论框架。
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引用次数: 0
Examining How High School Athletic Directors Leverage Communication With Key Stakeholder Groups to Inform Performance Appraisals of Head Coaches 研究高中体育主管如何利用与关键利益相关者群体的沟通来通知主教练的绩效评估
Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0243
Tyler Ratts
To ensure that head coaches are effective in leading athletic programs, interscholastic athletic directors engage in a performance appraisal process that reviews coaching efforts. Given the demands of the athletic director role, these leaders are reliant on stakeholders to provide insight that informs the coaching evaluation. Therefore, using the tenets of stakeholder theory, the purpose of this study was to analyze the role that stakeholder feedback plays as athletic directors develop the full picture of coaching performance during an evaluation. Participants ( N = 25) featured high school athletic directors represented across school classification (i.e., 1A, 2A, 3A, and 4A) and school type (i.e., public and private). Through semistructured interviews and a subsequent thematic analysis, saturation was achieved at this sample size. Two main themes (i.e., main stakeholder groups and leveraging stakeholder feedback) emerged and demonstrate how key stakeholders should be considered as important sources of information guiding interscholastic athletic directors when leading coaching evaluations.
为了确保主教练能够有效地领导体育项目,校际体育主管参与了一个绩效评估过程,审查教练的努力。鉴于体育主管角色的要求,这些领导者依赖于利益相关者提供洞察力,为教练评估提供信息。因此,利用利益相关者理论的原则,本研究的目的是分析利益相关者反馈在体育主管在评估过程中发展教练绩效全貌时所起的作用。参与者(N = 25)是高中体育主管,代表了学校分类(即1A, 2A, 3A和4A)和学校类型(即公立和私立)。通过半结构化访谈和随后的专题分析,在这个样本量上达到了饱和。两个主要主题(即主要利益相关者群体和利用利益相关者反馈)出现,并展示了在领导教练评估时,如何将关键利益相关者视为指导校际体育主管的重要信息来源。
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引用次数: 0
Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League 职业体育背景下的微博消费者参与:以中超联赛为例
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0162
Yuanyuan Cao, Ziyuan Xu, Hirotaka Matsuoka
Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams’ performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.
社交媒体上的在线粉丝社区是体育组织吸引体育迷的有效途径。认同在线粉丝社区的体育迷在社交媒体上表现出积极和消极的消费者参与行为(CEB)。大多数研究者关注的是CEB的正效价。本研究探讨了CEB的正、负效价同时在网络粉丝社区认同与行为意向之间的中介作用。此外,本文还考察了满意度对团队绩效的调节作用。本研究有助于概念化社交媒体上CEB的负效价,并扩展了关于体育情境下CEB双重效价的文献。它还为体育经理在社交媒体上的关系营销提供了见解。
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引用次数: 0
“I’m Obviously a Sucker for Punishment”: Responses to Audience Interactions Used by Women Working in Sports Media “我显然很容易受到惩罚”:体育媒体工作女性对观众互动的回应
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0173
N. Kitching, Aoife Sheehan
The gendered experiences of women working in sports media have been the subject of growing research, particularly in the United States, but cases are emerging in other contexts. This paper examines the strategies used by seven women working in sports media in the United Kingdom and Ireland to deal with undesirable audience interactions, both online and in person. With emotional labor as an overarching framework, semistructured interviews interviews were conducted and reflexive thematic analysis was used to construct two themes: internal and external responses. The study reveals the additional self-regulated emotional burden carried by women working in sports media and the strategies used to cope. Women in sports media publicly downplay their mistreatment and have not yet embraced the reporting of gendered practices in the workplace. The findings contribute to a growing body of literature that sheds light on the experiences of women in sports media and offer insights for women working in the industry and their employers.
在体育媒体工作的女性的性别经历一直是越来越多研究的主题,特别是在美国,但在其他情况下也出现了类似的案例。本文研究了在英国和爱尔兰体育媒体工作的七名妇女处理不受欢迎的观众互动的策略,包括在线和面对面的互动。以情绪劳动为总体框架,采用半结构化访谈访谈法和反身性主题分析法构建了两个主题:内部反应和外部反应。这项研究揭示了在体育媒体工作的女性所承担的额外的自我调节的情绪负担,以及她们用来应对的策略。体育媒体中的女性公开淡化她们受到的虐待,并且尚未接受对工作场所性别歧视行为的报道。这一发现有助于越来越多的文献揭示女性在体育媒体的经历,并为在该行业工作的女性及其雇主提供见解。
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引用次数: 0
The Role of Culture in Using Social Media in Sport: The Case of Australian and Singaporean Elite Sportswomen 文化在体育中使用社交媒体的作用:以澳大利亚和新加坡优秀女运动员为例
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2022-0163
Popi Sotiriadou, Leah Brokmann, J. Doyle
The use of social media is reflective of an individual’s culture. The purpose of this study was to examine the influence of the cultural context on Australian and Singaporean sportswomen’s uses of social media. In-depth interviews with 12 elite sportswomen from both countries combined with supplementary information collected through the participating athletes’ Instagram profiles showed that social media uses are influenced by uncertainty avoidance, individualism or collectivism, masculinity or femininity, and long- or short-term orientations. By applying Hofstede and Bond’s cultural dimensions framework, the study presents new knowledge on three cultural dimensions (i.e., uncertainty avoidance, masculinity vs. femininity, and long-term vs. short-term orientation) and broadens the field of sport and social media by comparing the use of social media between athletes from diverse cultures. The study offers significant insight for designing a branding strategy that encompasses cultural contexts to guide athletes on their use of social media.
社交媒体的使用反映了一个人的文化。本研究的目的是研究文化背景对澳大利亚和新加坡女运动员使用社交媒体的影响。通过对两国12名优秀女运动员的深度访谈,结合通过参赛运动员的Instagram资料收集的补充信息,我们发现社交媒体的使用受到不确定性规避、个人主义还是集体主义、男性化还是女性化、长期取向还是短期取向的影响。本研究运用Hofstede和Bond的文化维度框架,对三个文化维度(即不确定性规避、男性化与女性化、长期取向与短期取向)提出了新的认识,并通过比较不同文化的运动员对社交媒体的使用,拓宽了体育和社交媒体的研究领域。这项研究为设计一个包含文化背景的品牌战略,以指导运动员使用社交媒体提供了重要的见解。
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引用次数: 1
I “Like” It: The Effects of Social Media Platform and Message on Consumer Engagement Actions 我“喜欢”它:社交媒体平台和信息对消费者参与行动的影响
IF 1.8 Q2 COMMUNICATION Pub Date : 2023-01-01 DOI: 10.1123/ijsc.2023-0125
Rebecca M. Achen, Ashley Stadler-Blank, John J. Sailors
The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, and Twitter) and three message themes (sales, informational, and relationship building) on six consumer engagement actions (comment, like, search, share, talk about, and purchase) in a lab experiment. College students responded to social media posts featuring their National Collegiate Athletic Association Division I women’s basketball team. Results for platform show that participants were more likely to comment on Facebook and Twitter (vs. Instagram) and more likely to purchase on Twitter (vs. Instagram). Results for message theme show that participants were more likely to comment, like, and share informational and relationship building posts and more likely to purchase after sales posts. Results for message theme vary by gender for search and talk about (with others). These results can help sport marketers develop social media content that drives specific engagement actions.
学术文献报告了关于社交媒体平台和信息如何影响消费者参与的混合证据。我们在实验室实验中调查了三个平台(Facebook, Instagram和Twitter)和三个消息主题(销售,信息和关系建立)对六种消费者参与行为(评论,喜欢,搜索,分享,谈论和购买)的影响。大学生们在社交媒体上发布了他们国家大学体育协会一级女子篮球队的照片。平台的结果显示,参与者更有可能在Facebook和Twitter上发表评论(与Instagram相比),更有可能在Twitter上购买(与Instagram相比)。消息主题的结果显示,参与者更有可能评论、点赞和分享信息和建立关系的帖子,更有可能购买售后帖子。搜索和讨论(与他人)时,信息主题的结果因性别而异。这些结果可以帮助体育营销人员开发社交媒体内容,推动具体的参与行动。
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引用次数: 1
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International Journal of Sport Communication
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