Pub Date : 2024-03-01DOI: 10.32731/smq.331.032024.05
Jeeyoon Kim, Bong Gee Jang
This study investigates soccer video games as a platform to promote soccer engagement (i.e., involvement, behavioral intentions) among those who do not physically play soccer regularly. Perceived soccer literacy is proposed as a construct explaining the promotional effect, consisting of the four sub-themes of affective attitude, perceived functional knowledge, perceived critical knowledge, and perceived competence. A study was conducted based on an online survey and with US and Canadian adults who do not physically play soccer on a regular basis. With structural equation modeling, (1) the association between soccer video game use and perceived soccer literacy was examined (via mean comparison) and (2) perceived soccer literacy’s link to soccer involvement and behavioral intentions was tested (via latent variable path analysis). Positive links were reported from soccer video games usage to all four sub-themes. Perceived soccer literacy imposed significant influences on soccer involvement/intentions, where perceived critical knowledge was the most influential.
{"title":"Perceived Soccer Literacy: A Construct Linking Soccer Video Games Play to Soccer Engagement","authors":"Jeeyoon Kim, Bong Gee Jang","doi":"10.32731/smq.331.032024.05","DOIUrl":"https://doi.org/10.32731/smq.331.032024.05","url":null,"abstract":"This study investigates soccer video games as a platform to promote soccer engagement (i.e., involvement, behavioral intentions) among those who do not physically play soccer regularly. Perceived soccer literacy is proposed as a construct explaining the promotional effect, consisting of the four sub-themes of affective attitude, perceived functional knowledge, perceived critical knowledge, and perceived competence. A study was conducted based on an online survey and with US and Canadian adults who do not physically play soccer on a regular basis. With structural equation modeling, (1) the association between soccer video game use and perceived soccer literacy was examined (via mean comparison) and (2) perceived soccer literacy’s link to soccer involvement and behavioral intentions was tested (via latent variable path analysis). Positive links were reported from soccer video games usage to all four sub-themes. Perceived soccer literacy imposed significant influences on soccer involvement/intentions, where perceived critical knowledge was the most influential.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140085355","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-01DOI: 10.32731/smq.331.032024.02
Jonathan Jensen, Danielle Kushner Smith
As gender equity has become an important issue throughout the sport industry, this research seeks to fill a gap in the literature related to whether sport sponsor retention differs across sponsorships of similar men’s and women’s sport properties. Even aft er controlling for a host of potentially confounding variables, a quantitative analysis of sponsor decision-making related to more than 750 event title sponsorships indicates that sponsoring firms are just as likely to renew sponsorships of women’s events as men’s events and those featuring competitors of both genders. Viewing these results through the theoretical lens of exchange theory suggests that resources sponsors may allocate toward sponsorships of women’s sport properties are theoretically either met or exceeded by the resources received in exchange. Thus, sponsors may in the end receive similar or potentially higher return on investment (ROI) for sponsorships of women’s sport properties, a novel finding yet to be confirmed in the sponsorship-linked marketing literature.
{"title":"Gender Equity in Sponsor Decision-Making: A Quantitative Investigation of Sponsor Retention for Women’s Sport Sponsorship","authors":"Jonathan Jensen, Danielle Kushner Smith","doi":"10.32731/smq.331.032024.02","DOIUrl":"https://doi.org/10.32731/smq.331.032024.02","url":null,"abstract":"As gender equity has become an important issue throughout the sport industry, this research seeks to fill a gap in the literature related to whether sport sponsor retention differs across sponsorships of similar men’s and women’s sport properties. Even aft er controlling for a host of potentially confounding variables, a quantitative analysis of sponsor decision-making related to more than 750 event title sponsorships indicates that sponsoring firms are just as likely to renew sponsorships of women’s events as men’s events and those featuring competitors of both genders. Viewing these results through the theoretical lens of exchange theory suggests that resources sponsors may allocate toward sponsorships of women’s sport properties are theoretically either met or exceeded by the resources received in exchange. Thus, sponsors may in the end receive similar or potentially higher return on investment (ROI) for sponsorships of women’s sport properties, a novel finding yet to be confirmed in the sponsorship-linked marketing literature.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140268497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-01DOI: 10.32731/smq.331.032024.06
Yonghwan Chang, Clinton Warren, Taehoon Lee
This study aimed to investigate how virtual reality (VR) can create the experience of flow among sport fans and how this phenomenon fits into existing sport service consumption frameworks. Two experiments were conducted to explore VR flow experiences and to examine the impact of VR flow on fan outcomes in different game situations. The poison theory, theories of emotion dynamics, affective expectation, and biased competition were used as theoretical backgrounds. Results from Experiment 1 showed that fans with lower spectatorship involvement and those with less prior VR experience were more likely to experience VR flow. Experiment 2 revealed that VR flow positively influenced fan satisfaction in both decisive and close games. The study offers insights into how flow can be induced through VR spectatorship and highlights the counterintuitive effects of involvement and emotion fluctuations. The study also provides actionable suggestions for managers to effectively utilize VR technology in spectatorship settings.
{"title":"Virtual Reality Technology Induced Flow in the Spectator Sports Context: Empirical Examinations of VR Flow, Its Unique Antecedents, and Consequences","authors":"Yonghwan Chang, Clinton Warren, Taehoon Lee","doi":"10.32731/smq.331.032024.06","DOIUrl":"https://doi.org/10.32731/smq.331.032024.06","url":null,"abstract":"This study aimed to investigate how virtual reality (VR) can create the experience of flow among sport fans and how this phenomenon fits into existing sport service consumption frameworks. Two experiments were conducted to explore VR flow experiences and to examine the impact of VR flow on fan outcomes in different game situations. The poison theory, theories of emotion dynamics, affective expectation, and biased competition were used as theoretical backgrounds. Results from Experiment 1 showed that fans with lower spectatorship involvement and those with less prior VR experience were more likely to experience VR flow. Experiment 2 revealed that VR flow positively influenced fan satisfaction in both decisive and close games. The study offers insights into how flow can be induced through VR spectatorship and highlights the counterintuitive effects of involvement and emotion fluctuations. The study also provides actionable suggestions for managers to effectively utilize VR technology in spectatorship settings.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140282937","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-01DOI: 10.32731/smq.331.032024.04
Yongjin Hwang, Khalid Ballouli, M. Bernthal, Wanyong Choi
Prior scholars provide empirical evidence of how sensory experiences can positively influence spectators’ satisfaction, and the effectiveness of utilizing sense-centric experiences is enhanced when marketers integrate unique characteristics of the local culture into sensory experiences in the venue. The recently developed stimuli-local image fit (SIF) scale measures the effectiveness of this process; however, the SIF scale needs further investigation based on differences between local and visiting spectators. The purpose of this study was to examine the potential mediating effects of sense of home and touristic experience in relation to perceptions of SIF for these two groups. Study participants (N = 402) were recruited by means of an online survey and included 204 local and 198 visiting spectators of home and away events, respectively. The results from structural equation modeling (SEM) revealed significant mediation effects of sense of home and touristic experience on prior established relationships between SIF and different outcomes.
{"title":"Making Sense of Stimuli-Local Image Fit in the Sport Venue: Mediating Effects of Sense of Home and Touristic Experience on Local and Visiting Spectators","authors":"Yongjin Hwang, Khalid Ballouli, M. Bernthal, Wanyong Choi","doi":"10.32731/smq.331.032024.04","DOIUrl":"https://doi.org/10.32731/smq.331.032024.04","url":null,"abstract":"Prior scholars provide empirical evidence of how sensory experiences can positively influence spectators’ satisfaction, and the effectiveness of utilizing sense-centric experiences is enhanced when marketers integrate unique characteristics of the local culture into sensory experiences in the venue. The recently developed stimuli-local image fit (SIF) scale measures the effectiveness of this process; however, the SIF scale needs further investigation based on differences between local and visiting spectators. The purpose of this study was to examine the potential mediating effects of sense of home and touristic experience in relation to perceptions of SIF for these two groups. Study participants (N = 402) were recruited by means of an online survey and included 204 local and 198 visiting spectators of home and away events, respectively. The results from structural equation modeling (SEM) revealed significant mediation effects of sense of home and touristic experience on prior established relationships between SIF and different outcomes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140274429","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-01DOI: 10.32731/smq.331.032024.01
Jeffrey Cisyk
Giveaways such as jerseys, caps, or bobbleheads are part of a host of promotions used to entice fans to purchase tickets and attend live events, particularly in sports. Bobbleheads have often been viewed as the bellwether giveaway in demand-side analytical studies as they are common across sport, league, and team and are viewed as highly prized collectable items. Empiricists typically code promotions as binary variables to measure the impact these additional perks have on attendance, yet each bobblehead event features a distinct figurine distinguished by several previously unexplored dimensions. Due to the nature of bobbleheads typically resembling real-life individuals, consumer sentiment toward the bobblehead’s namesake may drive or deter the demand for the giveaway. Using a novel dataset of descriptions of bobblehead giveaways, this study finds that demand for Major League Baseball games varies by a bobblehead’s character type, where the impact on attendance is greatest for bobbleheads featuring players and sportscasters, lowest for managers, and middling for mascots and other types. Evidence suggests that bobbleheads depicted in costumes or as characters of licensed brands lead to greater attendance than brandless bobbleheads, yet the gains observed from the average branded bobblehead game may not offset the additional costs associated with licensing agreements.
{"title":"Cooler Bobbleheads Prevail: Bobblehead Character Type and Impact on Attendance at Major League Baseball Games","authors":"Jeffrey Cisyk","doi":"10.32731/smq.331.032024.01","DOIUrl":"https://doi.org/10.32731/smq.331.032024.01","url":null,"abstract":"Giveaways such as jerseys, caps, or bobbleheads are part of a host of promotions used to entice fans to purchase tickets and attend live events, particularly in sports. Bobbleheads have often been viewed as the bellwether giveaway in demand-side analytical studies as they are common across sport, league, and team and are viewed as highly prized collectable items. Empiricists typically code promotions as binary variables to measure the impact these additional perks have on attendance, yet each bobblehead event features a distinct figurine distinguished by several previously unexplored dimensions. Due to the nature of bobbleheads typically resembling real-life individuals, consumer sentiment toward the bobblehead’s namesake may drive or deter the demand for the giveaway. Using a novel dataset of descriptions of bobblehead giveaways, this study finds that demand for Major League Baseball games varies by a bobblehead’s character type, where the impact on attendance is greatest for bobbleheads featuring players and sportscasters, lowest for managers, and middling for mascots and other types. Evidence suggests that bobbleheads depicted in costumes or as characters of licensed brands lead to greater attendance than brandless bobbleheads, yet the gains observed from the average branded bobblehead game may not offset the additional costs associated with licensing agreements.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140272136","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.01
Weisheng Chiu, Heetae Cho, Hui Mei Chua
The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which further led to information adoption. Moreover, information adoption had a positive influence on purchase intention. In addition, perceived trust and risk played different roles in consumers’ information adoption process and purchase intention. This study initially explores sport consumers’ decision-making in social commerce. Integrating the IAM and trust-risk perspective provides insights into the consumers’ information adoption process and purchase intention of sporting goods.
{"title":"The Dual Roles of Trust and Risk in Sport Consumer Decision-Making in Social Commerce: An Information Adoption Model","authors":"Weisheng Chiu, Heetae Cho, Hui Mei Chua","doi":"10.32731/smq.324.122023.01","DOIUrl":"https://doi.org/10.32731/smq.324.122023.01","url":null,"abstract":"The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which further led to information adoption. Moreover, information adoption had a positive influence on purchase intention. In addition, perceived trust and risk played different roles in consumers’ information adoption process and purchase intention. This study initially explores sport consumers’ decision-making in social commerce. Integrating the IAM and trust-risk perspective provides insights into the consumers’ information adoption process and purchase intention of sporting goods.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138618643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.03
Kurt Mayer
In Division I college football, sustainability concerns exist from the growing financial divide between the Power Five and Group of Five conferences. Athletic departments can become more financially viable through generation of additional attendance revenue in the higher priced area of premium seating, but little research has been conducted on the topic. As the first premium seating study across all of Division I, results indicated the Power Five and Group of Five did not significantly differ on their available premium seating options with luxury suites, club seats, and loge boxes. Also, suite consumers were mainly half individuals/families and half corporate for both classifications. Further, the regression models explained approximately 60% of suite price from Conference Affiliation, Suite Capacity, Number of Suites, County Population, Facility Age, Non-Gameday Rental, and Private/Public Institution variables. Altogether, results highlighted the uniqueness of the college football market and its distinctiveness from professional sport.
{"title":"Division I College Football Premium Seating: An Analysis of the Power Five and Group of Five, Clientele, and Luxury Suite Prices","authors":"Kurt Mayer","doi":"10.32731/smq.324.122023.03","DOIUrl":"https://doi.org/10.32731/smq.324.122023.03","url":null,"abstract":"In Division I college football, sustainability concerns exist from the growing financial divide between the Power Five and Group of Five conferences. Athletic departments can become more financially viable through generation of additional attendance revenue in the higher priced area of premium seating, but little research has been conducted on the topic. As the first premium seating study across all of Division I, results indicated the Power Five and Group of Five did not significantly differ on their available premium seating options with luxury suites, club seats, and loge boxes. Also, suite consumers were mainly half individuals/families and half corporate for both classifications. Further, the regression models explained approximately 60% of suite price from Conference Affiliation, Suite Capacity, Number of Suites, County Population, Facility Age, Non-Gameday Rental, and Private/Public Institution variables. Altogether, results highlighted the uniqueness of the college football market and its distinctiveness from professional sport.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138618167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.06
Erfan Moradi
This article had two primary goals. The first goal was to update the previous study regarding the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The second aim was to compare the prior review results by adding an in-depth analysis focusing on unique aspects by integrating three methods. Two hundred and seven articles published between 2012 and 2022 in SMQ were analyzed using bibliometric and content analysis and the paradigm funnel. Th e conceptual structure map of keywords is expressive of four clusters, while the co-citation analysis points to three. Media consumption, motives, social media, fan engagement, ticket sales, and brand management are some niche and emerging topics that may be discussed and noticed. In addition, satisfaction and corporate social responsibility are trending topics in SMQ. Last, this study offers a snapshot of the gaps, which outlines future directions for sport marketing studies in SMQ.
{"title":"An Updated Overview of Research Published in Sport Marketing Quarterly (2012 to 2022): A Tri-Method Approach","authors":"Erfan Moradi","doi":"10.32731/smq.324.122023.06","DOIUrl":"https://doi.org/10.32731/smq.324.122023.06","url":null,"abstract":"This article had two primary goals. The first goal was to update the previous study regarding the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The second aim was to compare the prior review results by adding an in-depth analysis focusing on unique aspects by integrating three methods. Two hundred and seven articles published between 2012 and 2022 in SMQ were analyzed using bibliometric and content analysis and the paradigm funnel. Th e conceptual structure map of keywords is expressive of four clusters, while the co-citation analysis points to three. Media consumption, motives, social media, fan engagement, ticket sales, and brand management are some niche and emerging topics that may be discussed and noticed. In addition, satisfaction and corporate social responsibility are trending topics in SMQ. Last, this study offers a snapshot of the gaps, which outlines future directions for sport marketing studies in SMQ.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138612669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.04
Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon
Collaborations between sport footwear/apparel manufacturers and fashion icons (e.g., designers, musicians, celebrities) have become an integral marketing practice over the last decade. Although the number of footwear collaborations has continually grown across the industry, scholars have yet to evaluate the effects of such marketing practices. The focal aim of this study was to assess the impact of product collaborations on sport consumers who were familiar with sport shoe collaboration. A total of 345 respondents participated in an experimental study to test the effects of self-image congruence, brand loyalty, perceived brand fit, and purchase intention. Data were analyzed using SEM and ANOVA, and all hypotheses were supported, with results indicating the overarching influence of self-image congruity as well as the partial mediation of perceived brand fit between said congruity and brand loyalty.
{"title":"An Examination of Consumer’s Brand Loyalty and Purchase Intention Toward Collaborations in the Sport Brand Footwear Industry","authors":"Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon","doi":"10.32731/smq.324.122023.04","DOIUrl":"https://doi.org/10.32731/smq.324.122023.04","url":null,"abstract":"Collaborations between sport footwear/apparel manufacturers and fashion icons (e.g., designers, musicians, celebrities) have become an integral marketing practice over the last decade. Although the number of footwear collaborations has continually grown across the industry, scholars have yet to evaluate the effects of such marketing practices. The focal aim of this study was to assess the impact of product collaborations on sport consumers who were familiar with sport shoe collaboration. A total of 345 respondents participated in an experimental study to test the effects of self-image congruence, brand loyalty, perceived brand fit, and purchase intention. Data were analyzed using SEM and ANOVA, and all hypotheses were supported, with results indicating the overarching influence of self-image congruity as well as the partial mediation of perceived brand fit between said congruity and brand loyalty.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138626362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.02
Heather Kennedy, N. Bredikhina, Grace Athanas-Linden, Thilo Kunkel, Daniel Funk
Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.
{"title":"Managing Social Media Through Crisis: A Content Analysis of Instagram Posts Before and During the COVID-19 Pandemic","authors":"Heather Kennedy, N. Bredikhina, Grace Athanas-Linden, Thilo Kunkel, Daniel Funk","doi":"10.32731/smq.324.122023.02","DOIUrl":"https://doi.org/10.32731/smq.324.122023.02","url":null,"abstract":"Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138621967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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