Pub Date : 2022-12-01DOI: 10.32731/smq.314.1222.03
Shiro Yamaguchi, Masayuki Yoshida
This study examines the influences of core product quality, service quality, social network quality, and event satisfaction on participant engagement using the conceptual framework of consumer experience quality and customer engagement theory in sport. The study surveyed 452 runners aft er they finished the Ako City Marathon. We divided the core product quality into event characteristics and physical changes and service quality into event staff and service environments. Participant engagement included prosocial behavior, management cooperation, and behavioral loyalty. The results revealed that event characteristics in core product quality and service environment in service quality positively influenced event satisfaction. Additionally, social network quality positively influenced prosocial behavior, management cooperation, and behavioral loyalty. Finally, event characteristics and service environments had a significant indirect effect on behavioral loyalty through event satisfaction.
{"title":"Effect of Consumer Experience Quality on Participant Engagement in Japanese Running Events","authors":"Shiro Yamaguchi, Masayuki Yoshida","doi":"10.32731/smq.314.1222.03","DOIUrl":"https://doi.org/10.32731/smq.314.1222.03","url":null,"abstract":"This study examines the influences of core product quality, service quality, social network quality, and event satisfaction on participant engagement using the conceptual framework of consumer experience quality and customer engagement theory in sport. The study surveyed 452 runners aft er they finished the Ako City Marathon. We divided the core product quality into event characteristics and physical changes and service quality into event staff and service environments. Participant engagement included prosocial behavior, management cooperation, and behavioral loyalty. The results revealed that event characteristics in core product quality and service environment in service quality positively influenced event satisfaction. Additionally, social network quality positively influenced prosocial behavior, management cooperation, and behavioral loyalty. Finally, event characteristics and service environments had a significant indirect effect on behavioral loyalty through event satisfaction.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45200325","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 : 2022-12-01DOI: 10.32731/smq.314.1222.04
B. Larkin
A growing amount of attention has been paid to the topic of dehumanization of professional athletes. Fantasy sport has been explored as a driver of this phenomenon, but empirical evidence has yet to be provided. This research explores the role of gambling—that is, whether fantasy participants were more driven by money or entertainment/escape—in this phenomenon. Results of SEM analysis indicated that fantasy football participation motivated by gambling was positively associated with dehumanization, while participation for the purpose of entertainment/escape was negatively related. Th is suggests it is not fantasy sport in itself that is a predictor of dehumanization but rather participation motivated by gambling. In addition to extending the literature on dehumanization amongst fantasy participants, the research provides guidance for fantasy sport service providers’ game terminology while also informing the potential role of fantasy sport in proliferating the inability for sport fans to understand mental health struggles amongst athletes.
{"title":"Toward a Better Understanding of Fantasy Football and Dehumanization of Athletes: Is Fantasy Sport Gambling to Blame?","authors":"B. Larkin","doi":"10.32731/smq.314.1222.04","DOIUrl":"https://doi.org/10.32731/smq.314.1222.04","url":null,"abstract":"A growing amount of attention has been paid to the topic of dehumanization of professional athletes. Fantasy sport has been explored as a driver of this phenomenon, but empirical evidence has yet to be provided. This research explores the role of gambling—that is, whether fantasy participants were more driven by money or entertainment/escape—in this phenomenon. Results of SEM analysis indicated that fantasy football participation motivated by gambling was positively associated with dehumanization, while participation for the purpose of entertainment/escape was negatively related. Th is suggests it is not fantasy sport in itself that is a predictor of dehumanization but rather participation motivated by gambling. In addition to extending the literature on dehumanization amongst fantasy participants, the research provides guidance for fantasy sport service providers’ game terminology while also informing the potential role of fantasy sport in proliferating the inability for sport fans to understand mental health struggles amongst athletes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46645437","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 : 2022-12-01DOI: 10.32731/smq.314.1222.01
J. Sears, P. Kang, Y. Ko, J. Lee
he aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.
{"title":"New Day, New Game: Examining Consumer Needs in Daily Fantasy Sports","authors":"J. Sears, P. Kang, Y. Ko, J. Lee","doi":"10.32731/smq.314.1222.01","DOIUrl":"https://doi.org/10.32731/smq.314.1222.01","url":null,"abstract":"he aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47207967","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 : 2022-12-01DOI: 10.32731/smq.314.1222.06
Dan Monaghan, Danial Read
Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.
运动队已经成为全球品牌，培养了远离球队本土市场的“卫星”粉丝。关于卫星球迷如何先发制人地看待在当地市场建立特许经营权的想法的研究很少。本研究利用定量和定性调查数据，调查了597名英国美国国家橄榄球联盟(American National Football League)球迷对现有球队的认同，以及他们对假设中的伦敦新球队的态度。多元线性回归、卡方分析和主题分析的结果表明:(1)球队识别强度可以通过领域识别、球迷年龄、替代成就、伦敦比赛出席率和球队比赛风格显著预测;(2)球迷想要或支持当地球队的可能性很低。然而，对伦敦的认同可能会鼓励换队，某些球迷群体违背了球队认同理论的预期。研究结果对营销人员制定国际增长战略的意义进行了讨论。
{"title":"A Study of Satellite Fans’ Existing Team Identification and Attitudes Toward a New, Local Franchise: A Case Study of UK-Based National Football League Fans","authors":"Dan Monaghan, Danial Read","doi":"10.32731/smq.314.1222.06","DOIUrl":"https://doi.org/10.32731/smq.314.1222.06","url":null,"abstract":"Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43263569","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 : 2022-12-01DOI: 10.32731/smq.314.1222.02
Brandon Mastromartino, Henry T. Wear, M. Naraine, K. Reifurth
A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this study introduces an emerging factor in sport CRM and suggests the level of the consumer’s awareness of the CRM initiative impacts consumer’s image of the brand, perceived altruism, and purchase intentions. This article furthers our conceptual understanding of CRM and provides practical implications for sport organizations looking to adopt this strategy.
{"title":"Letting the Dogs Out: The Impact of Team Service Dogs on Brand Image, Perceived Altruism, and Behavioral Intention","authors":"Brandon Mastromartino, Henry T. Wear, M. Naraine, K. Reifurth","doi":"10.32731/smq.314.1222.02","DOIUrl":"https://doi.org/10.32731/smq.314.1222.02","url":null,"abstract":"A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this study introduces an emerging factor in sport CRM and suggests the level of the consumer’s awareness of the CRM initiative impacts consumer’s image of the brand, perceived altruism, and purchase intentions. This article furthers our conceptual understanding of CRM and provides practical implications for sport organizations looking to adopt this strategy.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45147815","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 : 2022-09-01DOI: 10.32731/smq.313.0922.03
Doosik Min
Nonprofit sport clubs encounter various challenges, including limited resources and a competitive environment. It is therefore vital to implement strategic management in order to ensure that the services provided to members are of top quality. Th is study explores the importance of service quality in determining perceived value, satisfaction, and loyalty, specifically for nonprofit sport clubs in Germany, collecting data from 24 sport clubs (N = 427). The findings of the study indicated that (1) service quality has a major impact on perceived value, satisfaction, and loyalty, which demonstrates the significance of service quality as a determinant of perceived value, satisfaction, and loyalty; (2) perceived value is found to be a significant factor affecting satisfaction and loyalty as well as a mediator between service quality and satisfaction; and (3) satisfaction has a positive influence on loyalty and mediates the relationship between service quality and loyalty. The empirical results highlight the importance of understanding how the elements of service quality play a crucial role in the retention of sport club members.
{"title":"Exploring the Structural Relationships Between Service Quality, Perceived Value, Satisfaction, and Loyalty in Nonprofit Sport Clubs: Empirical Evidence from Germany","authors":"Doosik Min","doi":"10.32731/smq.313.0922.03","DOIUrl":"https://doi.org/10.32731/smq.313.0922.03","url":null,"abstract":"Nonprofit sport clubs encounter various challenges, including limited resources and a competitive environment. It is therefore vital to implement strategic management in order to ensure that the services provided to members are of top quality. Th is study explores the importance of service quality in determining perceived value, satisfaction, and loyalty, specifically for nonprofit sport clubs in Germany, collecting data from 24 sport clubs (N = 427). The findings of the study indicated that (1) service quality has a major impact on perceived value, satisfaction, and loyalty, which demonstrates the significance of service quality as a determinant of perceived value, satisfaction, and loyalty; (2) perceived value is found to be a significant factor affecting satisfaction and loyalty as well as a mediator between service quality and satisfaction; and (3) satisfaction has a positive influence on loyalty and mediates the relationship between service quality and loyalty. The empirical results highlight the importance of understanding how the elements of service quality play a crucial role in the retention of sport club members.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42748094","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 : 2022-09-01DOI: 10.32731/smq.313.0922.06
M. Naraine, Jordan T. Bakhsh, Liz Wanless
Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were extracted from 2017–2019. A regression analysis revealed that sponsored content negatively affected engagement levels. Consequently, brands need to be more cognizant that simply sponsoring content in an inauthentic, forceable manner may not yield the results they are seeking through their association. Furthermore, sport organizations need to reconsider their social media strategy, working with partners to organically embed sponsors into content.
{"title":"The Impact of Sponsorship on Social Media Engagement: A Longitudinal Examination of Professional Sport Teams","authors":"M. Naraine, Jordan T. Bakhsh, Liz Wanless","doi":"10.32731/smq.313.0922.06","DOIUrl":"https://doi.org/10.32731/smq.313.0922.06","url":null,"abstract":"Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were extracted from 2017–2019. A regression analysis revealed that sponsored content negatively affected engagement levels. Consequently, brands need to be more cognizant that simply sponsoring content in an inauthentic, forceable manner may not yield the results they are seeking through their association. Furthermore, sport organizations need to reconsider their social media strategy, working with partners to organically embed sponsors into content.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42765458","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 : 2022-09-01DOI: 10.32731/smq.313.0922.04
N. Bredikhina, Katherine Sveinson, Thilo Kunkel
Times of crisis impact the careers and brand management of athletes. Th e COVID-19 pandemic serves as the research context as we explore how athletes react, cope with, and respond to external disturbances through modifications in their personal brand management. We employed a qualitative approach, drawing on semi-structured interviews with elite athletes (N=15). Th e themes were verified by reviewing participants’ Instagram posts. The findings show that the COVID-19 context has created unique challenges for athletes’ careers and personal branding, including emotional distress, interruptions of athletic labor, and a void in the sports-related content they rely upon in their branding. Th rough emotional capital, coping, and identification of marketing opportunities, the athletes addressed the challenges, increasingly leveraging digital channels to preserve and expand their brand and remain relevant in the market. Findings have implications for athletes experiencing temporary career and brand-related interruptions such as during external disturbances, illness, pregnancy, or injury.
{"title":"Athlete Interrupted: Exploration of Athletes’ Personal Brand Management in Times of Crisis","authors":"N. Bredikhina, Katherine Sveinson, Thilo Kunkel","doi":"10.32731/smq.313.0922.04","DOIUrl":"https://doi.org/10.32731/smq.313.0922.04","url":null,"abstract":"Times of crisis impact the careers and brand management of athletes. Th e COVID-19 pandemic serves as the research context as we explore how athletes react, cope with, and respond to external disturbances through modifications in their personal brand management. We employed a qualitative approach, drawing on semi-structured interviews with elite athletes (N=15). Th e themes were verified by reviewing participants’ Instagram posts. The findings show that the COVID-19 context has created unique challenges for athletes’ careers and personal branding, including emotional distress, interruptions of athletic labor, and a void in the sports-related content they rely upon in their branding. Th rough emotional capital, coping, and identification of marketing opportunities, the athletes addressed the challenges, increasingly leveraging digital channels to preserve and expand their brand and remain relevant in the market. Findings have implications for athletes experiencing temporary career and brand-related interruptions such as during external disturbances, illness, pregnancy, or injury.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47177385","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 : 2022-09-01DOI: 10.32731/smq.313.0922.02
Christopher Schneiders, Claudio M. Rocha
Drawing upon the technology acceptance model, the aim of this study was to describe the effects of technology innovations in Formula 1 (F1) on fans’ satisfaction and commitment to consumption of F1 as a TV product, controlling for identification with F1 and specific teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identified fans are committed to consuming the sport on TV, but they do not necessarily accept F1 new technologies. Technology changes that increase predictability and competitive unbalance are not well received and may lead to less consumption of F1 on TV. F1 managers need to make careful analysis before introducing new technology, which might decrease the TV audience for F1 races.
{"title":"Technology Innovations and Consumption of Formula 1 as a TV Sport Product","authors":"Christopher Schneiders, Claudio M. Rocha","doi":"10.32731/smq.313.0922.02","DOIUrl":"https://doi.org/10.32731/smq.313.0922.02","url":null,"abstract":"Drawing upon the technology acceptance model, the aim of this study was to describe the effects of technology innovations in Formula 1 (F1) on fans’ satisfaction and commitment to consumption of F1 as a TV product, controlling for identification with F1 and specific teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identified fans are committed to consuming the sport on TV, but they do not necessarily accept F1 new technologies. Technology changes that increase predictability and competitive unbalance are not well received and may lead to less consumption of F1 on TV. F1 managers need to make careful analysis before introducing new technology, which might decrease the TV audience for F1 races.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43565147","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 : 2022-09-01DOI: 10.32731/smq.313.0922.05
B. Li, Olan K. M. Scott, Stirling Sharpe, S. Stokowski, Qian Zhong
Media coverage of the Winter Olympic Games provides an invaluable opportunity for athletes to promote themselves to a global audience that otherwise would not be reached through regular calendar events. An important element of athlete promotion occurs during press conferences when athletes speak to global media after winning a medal. The purpose of this study was to investigate how Olympic medalists presented themselves in front of the media aft er achieving Olympic success. A thematic analysis was conducted using press conference transcripts from 307 Olympic medalists during the 2018 PyeongChang Winter Olympic Games. The results indicated that athletes were likely to use media opportunities to self-promote their achievements, share secrets and stories, exhibit gratefulness, protest, show patriotism, and provide expert opinion. Overall, six categories of self-presentation were identified and discussed. Practical and theoretical implications are offered throughout, including a contribution to self-presentation theory and suggestions for athlete media literacy training.
{"title":"Patriot, Expert, or Complainer? Exploring How Athletes Express Themselves at Olympic Games’ Press Conferences","authors":"B. Li, Olan K. M. Scott, Stirling Sharpe, S. Stokowski, Qian Zhong","doi":"10.32731/smq.313.0922.05","DOIUrl":"https://doi.org/10.32731/smq.313.0922.05","url":null,"abstract":"Media coverage of the Winter Olympic Games provides an invaluable opportunity for athletes to promote themselves to a global audience that otherwise would not be reached through regular calendar events. An important element of athlete promotion occurs during press conferences when athletes speak to global media after winning a medal. The purpose of this study was to investigate how Olympic medalists presented themselves in front of the media aft er achieving Olympic success. A thematic analysis was conducted using press conference transcripts from 307 Olympic medalists during the 2018 PyeongChang Winter Olympic Games. The results indicated that athletes were likely to use media opportunities to self-promote their achievements, share secrets and stories, exhibit gratefulness, protest, show patriotism, and provide expert opinion. Overall, six categories of self-presentation were identified and discussed. Practical and theoretical implications are offered throughout, including a contribution to self-presentation theory and suggestions for athlete media literacy training.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43951110","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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