Pub Date : 2024-05-28DOI: 10.1108/ijsms-04-2023-0080
George B. Cunningham, Yong Jae Ko
Purpose
The purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse.
Design/methodology/approach
The authors overview the metaverse, sport applications and ways multilevel theory can help explain the influence of DEI.
Findings
Drawing from multilevel theory, the authors identify parallels between the sport metaverse and traditional sport as well as unique DEI opportunities in the sport metaverse.
Originality/value
The manuscript contributes to the nascent body of research regarding sport and the metaverse, with a specific focus on social issues and the importance of considering unique DEI opportunities.
目的本文旨在研究多样性、公平与包容（DEI）、体育和元宇宙之间的关系。作者概述了元宇宙、体育应用以及多层次理论如何帮助解释 DEI 的影响。研究结果作者从多层次理论出发，指出了体育元宇宙与传统体育之间的相似之处，以及体育元宇宙中独特的 DEI 机会。原创性/价值该手稿为有关体育和元宇宙的新兴研究机构做出了贡献，特别关注社会问题以及考虑独特 DEI 机会的重要性。
{"title":"Diversity, equity and inclusion in the sport metaverse","authors":"George B. Cunningham, Yong Jae Ko","doi":"10.1108/ijsms-04-2023-0080","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0080","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors overview the metaverse, sport applications and ways multilevel theory can help explain the influence of DEI.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Drawing from multilevel theory, the authors identify parallels between the sport metaverse and traditional sport as well as unique DEI opportunities in the sport metaverse.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The manuscript contributes to the nascent body of research regarding sport and the metaverse, with a specific focus on social issues and the importance of considering unique DEI opportunities.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"29 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141092085","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 : 2024-05-21DOI: 10.1108/ijsms-01-2024-0030
Longzhao Zheng, Ying Xu
PurposeThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.Design/methodology/approachThe data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.FindingsThe results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.Research limitations/implicationsAthletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.Originality/valueThe study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.
{"title":"Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value","authors":"Longzhao Zheng, Ying Xu","doi":"10.1108/ijsms-01-2024-0030","DOIUrl":"https://doi.org/10.1108/ijsms-01-2024-0030","url":null,"abstract":"PurposeThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.Design/methodology/approachThe data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.FindingsThe results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.Research limitations/implicationsAthletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.Originality/valueThe study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"86 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141116284","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 : 2024-05-21DOI: 10.1108/ijsms-10-2023-0218
Yiqi Yang, Eric Macintosh, Xiaoyan Xing
PurposeThe study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations.Design/methodology/approachAn online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers.FindingsThrough an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level.Originality/valueThese results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.
{"title":"Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics","authors":"Yiqi Yang, Eric Macintosh, Xiaoyan Xing","doi":"10.1108/ijsms-10-2023-0218","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0218","url":null,"abstract":"PurposeThe study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations.Design/methodology/approachAn online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers.FindingsThrough an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level.Originality/valueThese results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"131 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141115063","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 : 2024-05-16DOI: 10.1108/ijsms-02-2024-0034
Umer Hussain, Han Ma
Purpose
This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.
Design/methodology/approach
The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.
Findings
Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.
Originality/value
The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.
{"title":"The gendered plate: gender-specific food perceptions and sport sponsorship","authors":"Umer Hussain, Han Ma","doi":"10.1108/ijsms-02-2024-0034","DOIUrl":"https://doi.org/10.1108/ijsms-02-2024-0034","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research comprised two studies. In Study 1, <em>n</em> = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved <em>n</em> = 250 participants who completed a cross-sectional and self-administered survey.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (<em>ß</em> = 0.327, <em>p</em> < 0.01) and subjective norms (<em>ß</em> = 0.525, <em>p</em> < 0.01) towards masculine brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140942986","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 : 2024-05-15DOI: 10.1108/ijsms-04-2023-0061
Suji Kim, John Grady, Khalid Ballouli
Purpose
This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Design/methodology/approach
The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse.
Findings
Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands.
Originality/value
In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.
{"title":"Navigating emerging trademarks issues for sport brands in the metaverse","authors":"Suji Kim, John Grady, Khalid Ballouli","doi":"10.1108/ijsms-04-2023-0061","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0061","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140919865","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 : 2024-05-08DOI: 10.1108/ijsms-12-2023-0242
Weisheng Chiu, Doyeon Won, Jung-sup Bae
Purpose
The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.
Design/methodology/approach
Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.
Findings
The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.
Originality/value
The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.
{"title":"Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT","authors":"Weisheng Chiu, Doyeon Won, Jung-sup Bae","doi":"10.1108/ijsms-12-2023-0242","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0242","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"26 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140910683","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 : 2024-05-06DOI: 10.1108/ijsms-10-2023-0211
Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis
Purpose
The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.
Design/methodology/approach
A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.
Findings
The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.
Originality/value
This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.
{"title":"From love to betrayal? When your team’s sponsor decides to also sponsor your rival","authors":"Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis","doi":"10.1108/ijsms-10-2023-0211","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0211","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"87 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140826384","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 : 2024-04-30DOI: 10.1108/ijsms-09-2023-0192
Bülent Aras, Meltem Özel
Purpose
The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways.
Design/methodology/approach
To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method.
Findings
We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.
Originality/value
The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.
{"title":"Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?","authors":"Bülent Aras, Meltem Özel","doi":"10.1108/ijsms-09-2023-0192","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0192","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways. </p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p> To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method. </p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140651908","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 : 2024-04-30DOI: 10.1108/ijsms-06-2023-0121
Andrew C. Billings
Purpose
The purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.
Design/methodology/approach
The essay explains how Web 3.0 will influence (1) the social TV experience, (2) the drive for zero latency in sports streaming, (3) the desire for exclusive sports memorabilia and experiences, (4) artificial intelligence-driven content and (5) the potential decentralization of certain elements within the sports media ecosphere.
Findings
The core fan experience will still be recognizable, but AI, VR, blockchain and other elements will be infused within it.
Originality/value
Ramifications on sports media scholarships are offered.
本文旨在探讨 Web 3.0 对体育媒体的影响以及对终极粉丝体验的渴望。本文解释了 Web 3.0 将如何影响：（1）社交电视体验；（2）体育流媒体零延迟的驱动力；（3）对独家体育纪念品和体验的渴望；（4）人工智能驱动的内容；（5）体育媒体生态圈中某些元素的潜在去中心化。研究结果核心球迷体验仍将是可识别的，但人工智能、VR、区块链和其他元素将被注入其中。
{"title":"From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience","authors":"Andrew C. Billings","doi":"10.1108/ijsms-06-2023-0121","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0121","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The essay explains how Web 3.0 will influence (1) the social TV experience, (2) the drive for zero latency in sports streaming, (3) the desire for exclusive sports memorabilia and experiences, (4) artificial intelligence-driven content and (5) the potential decentralization of certain elements within the sports media ecosphere.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The core fan experience will still be recognizable, but AI, VR, blockchain and other elements will be infused within it.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Ramifications on sports media scholarships are offered.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140808493","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 : 2024-04-29DOI: 10.1108/ijsms-06-2023-0131
Hyunseok Song, Kevin K. Byon, Paul M. Pedersen
Purpose
To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting motivations and online sports betting intentions. By applying a push-pull framework from online sport consumption and gambling studies, nine motivations to engage in online sports betting were identified. These motivations were hypothesized to motivate online sports betting intentions.
Design/methodology/approach
A quota sampling technique based on the sports bettor demographics available in the American Gaming Association (AGA, 2019) and the Pew Research Center (2022) obtained a total of 550 completed surveys that met the inclusion and exclusion criteria. For data analyses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to examine the measurement model and the hypothesized model, respectively.
Findings
The results revealed that four motivations (i.e. monetary gain, excitement, convenience and negative technology-readiness) were related to online sports betting intention, while five motivations (i.e. sport fandom, positive technology-readiness, impulsivity, socialization and promotion) were not.
Originality/value
The results provide foundational theoretical knowledge of what motivates sports fans to participate in online sports betting. Furthermore, the findings assist practitioners in their allocation of resources by enhancing their understanding of online sports betting motivations.
研究目的 为了扩展与在线体育博彩相关的体育消费行为的研究，本研究旨在识别和检验在线体育博彩动机与在线体育博彩意向之间的关系。通过运用在线体育消费和赌博研究的推拉框架，确定了参与在线体育博彩的九种动机。根据美国博彩协会（AGA，2019年）和皮尤研究中心（Pew Research Center，2022年）提供的体育博彩者人口统计数据，采用配额抽样技术共获得了550份符合纳入和排除标准的完整调查问卷。在数据分析方面，研究人员分别采用了确证因子分析（CFA）和结构方程建模（SEM）来检验测量模型和假设模型。研究结果表明，四种动机（即金钱收益、兴奋、便利和消极技术准备）与在线体育博彩意向相关，而五种动机（即体育迷、积极技术准备和消极技术准备）与在线体育博彩意向相关。原创性/价值：研究结果为体育迷参与在线体育博彩的动机提供了基础理论知识。此外，研究结果还有助于从业人员进一步了解在线体育博彩的动机，从而帮助他们进行资源分配。
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