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Esports for development? Exploring esports player profiles and their development and well-being outcomes 电竞促进发展?探索电竞运动员的情况及其发展和福祉成果
Pub Date : 2024-04-15 DOI: 10.1108/ijsms-08-2023-0160
Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon

Purpose

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

Design/methodology/approach

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

Findings

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

Originality/value

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

目的 本研究旨在根据不同游戏类型的游戏行为模式来识别电竞玩家亚群,并比较这些亚群之间的自我效能感、社交效能感、孤独感和生活质量的三个维度。我们采用潜在特征分析(LPA),根据电竞玩家跨类型的行为模式来识别电竞玩家亚群。此外,我们还进行了单向多变量协方差分析(MANCOVA),以检验集群成员资格与发展和幸福结果之间的关联,并将年龄和性别作为协变量加以控制。单变量分析表明,分组对社会效能、心理健康和社会健康有显著影响。这项研究有助于了解不同电竞消费者所经历的发展和福利,以及特定游戏在促进这些消费者群体的目标结果方面所起的作用。
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引用次数: 0
Nostalgia-based marketing campaigns and sport participation 怀旧营销活动与体育参与
Pub Date : 2024-04-09 DOI: 10.1108/ijsms-07-2023-0141
Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner

Purpose

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Design/methodology/approach

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

Findings

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Practical implications

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

Originality/value

This research is valuable to the sport m

目的本研究以怀旧营销为框架,借鉴加拿大非营利性健康促进组织 ParticipACTION 的经验,对其最著名的活动之一 "与 ParticipACTION 一起打破身体僵局 "进行研究,以评估怀旧营销活动在不同代际群体参与体育运动中的潜在作用。研究 1 是对来自五个焦点小组的定性数据进行二次分析,这些小组的成员组成各不相同,但都遵循一个共同的问题指南。研究 2 是对泛加拿大在线调查的二次数据分析,调查样本(n = 1,475)代表了整个成年人口,评估了对 ParticipACTION、Body Break、体育活动和运动参与的认识和态度。路径分析测试了基于以往对态度、品牌和忠诚度的研究而提出的模型。此外,还进行了多组路径分析,对年轻一代和年长一代进行了比较。研究结果:研究结果为怀旧情绪在跨代体育参与项目营销中的重要性提供了方向和理解。例如,在四个由父母和成年人组成的焦点小组中,观察到了关于 "体息 "的无助提及以及频繁而详细的评论。同样,"千禧一代 "报告说,"体息 "令人难忘,是加拿大人的怀旧活动,其中既有积极的评价,也有消极的评价。怀旧的重要性在全国调查中得到了相继证实。例如,在 40-54 岁年龄组中,54.1% 的人将 ParticipACTION 与 Body Break 正面联系在一起,而在 25-39 岁年龄组中,49.8% 的人也将 ParticipACTION 与 Body Break 正面联系在一起,因为他们中的大多数人在促销活动开始时还没有出生。此外,研究还发现,与老年人相比,年轻人的品牌共鸣对中度到剧烈运动(MVPA)(运动参与度的代表)的解释率要高出 4%。对于寻求赞助体育赛事以改变其在新市场潜在消费者心目中形象的品牌来说,与一个被许多人视为怀旧的体育赛事合作可以提高活动的影响力。在体育产业方面,赛事管理者和营销人员既要发现会员或粉丝怀念的现有资产,也要考虑在其开发的现有和新的产业中融入怀旧元素。首先,在体育营销和赞助文献中,怀旧营销和怀旧的使用是新颖的,建议今后对怀旧和赞助进行研究。其次,"身体休息 "在其他体育参与和体育活动属性方面的采用或调整潜力得到了实证支持。最后,值得注意的是,研究发现非常有效的促销活动可以产生持久的影响,无论是对那些经历过这些活动的人,还是对那些只听说过这些活动的年轻人都是如此。
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引用次数: 0
The role of social and environmental sustainability on sportswear’s purchasing among European consumers 社会和环境可持续性对欧洲消费者购买运动服装的影响
Pub Date : 2024-03-25 DOI: 10.1108/ijsms-06-2023-0116
Michael Fuchs, Guillaume Bodet, Gregor Hovemann

Purpose

While consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability. Accordingly, this study aims to investigate the role of social and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality.

Design/methodology/approach

Based on a conjoint analysis among 1,012 Europeans, the authors conducted a two-step cluster analysis. First, the authors investigated the number of segments via Ward’s method. Second, the authors ran a k-means analysis based on part-worth utilities from the conjoint analysis.

Findings

The authors identified four segments which differ in terms of preferred product attributes, willingness to pay, and sociodemographic, behavioral, and psychographic characteristics: undecided, sustainable, price-focused and function-oriented consumers. Based on this segmentation, the authors found that the importance of social and environmental sustainability is growing, but not among all consumers.

Research limitations/implications

The generalizability of the study is limited since it is not built on a sample representative for the included European countries, it focuses on a single product, and participants are potentially subject to a social desirability bias.

Originality/value

The consumer analysis comprises the uptake of attributes related to social and environmental sustainability. The authors thereby address a literature gap as previous research (thematizing sporting goods) in the sport management field has often neglected sustainability elements despite their rapidly growing importance within the sport sector.

目的虽然消费者对体育用品的偏好已在体育管理领域得到广泛研究,但缺乏有关社会和环境可持续性方面的文献。因此,本研究旨在调查社会和环境可持续性在体育用品购买决策中的作用,并将其与价格和功能的作用进行比较。设计/方法/途径作者在对 1012 名欧洲人进行联合分析的基础上,分两步进行了聚类分析。首先,作者通过 Ward 方法调查了细分市场的数量。研究结果作者确定了四个细分市场,它们在偏好的产品属性、支付意愿以及社会人口、行为和心理特征方面存在差异:未定消费者、可持续消费者、价格导向型消费者和功能导向型消费者。基于这种细分,作者发现社会和环境可持续发展的重要性正在增长,但并非在所有消费者中都是如此。研究局限性/影响研究的普遍性是有限的,因为它不是建立在对所包括的欧洲国家具有代表性的样本基础上,它侧重于单一产品,而且参与者可能会受到社会可取性偏差的影响。作者由此填补了文献空白,因为体育管理领域以往的研究(体育用品主题化)往往忽视了可持续发展要素,尽管这些要素在体育领域的重要性迅速增加。
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引用次数: 0
Human capital development in sport marketing: industry insights 体育营销中的人力资本开发:行业见解
Pub Date : 2024-03-19 DOI: 10.1108/ijsms-11-2023-0238
Brandon Mastromartino

Purpose

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.

Design/methodology/approach

A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.

Findings

Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.

Originality/value

With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.

本研究的目的是收集体育营销专业人士的见解,并确定体育营销教育者和研究人员在制定课程和研究议程时可以利用的关键机遇、挑战和知识。参与者被问到的问题涉及他们认为学生要想在该行业取得成功必须具备的知识、技能和经验,以及在日常工作中最有用的研究类型。研究结果该行业的专业人士指出,合作、数字营销转型、数据和分析以及体验式营销是当今该行业面临的主要趋势。研究结果表明,体育营销课程应注重软技能培养,如沟通、关系建立和换位思考,以及硬技能培养,如数据分析和讲故事。此外,研究结果还显示了学者们可以帮助从业人员的研究领域,重点是消费者洞察、技术、投资回报率测量和体验式营销。原创性/价值通过这些研究结果,教育工作者和学者们可以更好地培养学生,使其为在行业中成功就业做好准备,并为学术领域的不断进步做出贡献。本研究为这一领域的进一步研究提供了一个起点,希望它能引发学术界与产业界之间的持续合作。
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引用次数: 0
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists 目的地个性在滑雪游客的目的地形象与行为意向关系中的作用
Pub Date : 2024-03-14 DOI: 10.1108/ijsms-08-2023-0170
Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian

Purpose

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.

Design/methodology/approach

We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.

Findings

The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.

Originality/value

The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.

目的本研究的目的是:(1)调查滑雪旅游中目的地形象(DI)、目的地个性(DP)和行为意向(BI)之间的关系;(2)特别是 DP 在滑雪游客 DI 和 BI 关系中的作用。设计/方法/方法我们使用 WJX.CN 收集数据(N = 400),以检验假设模型。结果结果表明,DI 直接影响 DP,部分影响 BI,而 DP 直接影响滑雪游客的 BI。此外,DP 在情感形象和 BI 之间的间接效应显著,显示出完全中介效应;DP 在认知形象和 BI 之间的间接效应显著,显示出部分中介效应。研究结果丰富了滑雪旅游文献,有助于目的地城市滑雪旅游的发展和滑雪胜地的战略营销,并为滑雪旅游研究人员和营销人员提供了建议。
{"title":"The role of destination personality in the relationship between destination image and behavioral intention among ski tourists","authors":"Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian","doi":"10.1108/ijsms-08-2023-0170","DOIUrl":"https://doi.org/10.1108/ijsms-08-2023-0170","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"7 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140114388","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}
引用次数: 0
The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues 我们发得越多越好?足球联赛社交媒体上球迷参与度的比较分析
Pub Date : 2024-03-13 DOI: 10.1108/ijsms-12-2023-0252
Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos

Purpose

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Design/methodology/approach

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Findings

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

Originality/value

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

目的在充满活力、不断发展的体育环境中,社交媒体已成为体育组织与粉丝建立有意义联系的不可或缺的工具。技术的飞速发展使这些数字平台在战略管理框架中的作用从辅助性提升到了举足轻重的地位。现有文献探讨了足球俱乐部如何利用社交媒体,但缺乏对足球联赛社交媒体战略的分析。尤其值得注意的是,缺乏对不同地理区域的俱乐部同时分析多个社交媒体平台的比较研究。本研究全面分析了欧洲、南美和北美受人尊敬的足球联赛的社交媒体参与情况。研究以关系营销为基础,以内容分析为方法工具,研究了八个足球联赛的官方账户在 Facebook、Twitter 和 Instagram 上发布的 10772 篇帖子。此外,研究还发现了几种能促进参与度的形式组合,Instagram 则成为最能激发球迷参与度的社交媒体平台。原创性/价值这是首批实证研究之一,研究重点是优化社交媒体的使用,以同时在不同地域、社交媒体账户和形式上扩大球迷参与度。
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引用次数: 0
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity 衡量足球迷的消费意向:企业社会责任、品牌信誉和品牌资产的作用
Pub Date : 2024-03-08 DOI: 10.1108/ijsms-08-2023-0161
Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin

Purpose

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

Design/methodology/approach

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

Practical implications

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

Originality/value

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

目的本研究旨在通过研究社会责任、品牌可信度和球队品牌资产对职业足球队赞助意向的影响,找出影响球迷支持其喜爱球队的关键因素。研究结果研究结果表明,企业社会责任(CSR)能够影响品牌资产、品牌可信度和购买意向。而且,品牌资产和品牌可信度与顾客意向呈正相关。研究结果为运动队/俱乐部管理者提供了宝贵的见解,他们可以通过投资企业社会责任、提高品牌可信度和品牌资产来吸引新粉丝、留住现有粉丝。原创性/价值本研究通过实证研究强调了遵守企业社会责任的关键作用以及品牌可信度和公平性对提高足球队球迷的光顾意向的影响。
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引用次数: 0
Sports ambassadors and destination image: a fuzzy set analysis 体育大使与目的地形象:模糊集分析
Pub Date : 2024-03-04 DOI: 10.1108/ijsms-11-2023-0227
Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez

Purpose

This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?

Design/methodology/approach

To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).

Findings

Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.

Originality/value

First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.

目的 本文旨在确定不同的因果条件(名人属性)组合,以解释我们的结果:目的地形象。更具体地说,有三个主要研究问题指导着我们的工作:(1) 杰出运动员应具备哪些特质才能提升其国家的目的地形象?(2) 不同的产品类别是否具有相同的属性?(3) 游客和居民是否有差异?为此,我们使用了模糊集定性比较分析法(fsQCA),对 187 名参与者(105 名游客和 82 名居民)进行了抽样调查。应优先考虑出现在中间分析和解析分析中的体育名人属性。值得信赖就是这种情况。第二,经验是次要条件(只出现在中间分析中)。第三,吸引力在许多方案中都是不必要的,甚至是不受欢迎的属性。第四,在对游客和居民进行比较时,两个群体都重视足球运动员的作用,而居民也欣赏马拉松运动员的作用。网球运动员是与建立西班牙旅游目的地形象不太相关的体育名人。原创性/价值首先,使用了市场营销学科中一种新的统计分析方法--QCA。使用定性方法来研究目的地形象的情况还很少见。其次,关于体育明星代言对品牌-地方依恋的作用的研究尚属空白。第三,关于居民在旅游目的地/城市形象中的作用的研究还很少。必须对游客和居民进行调查,因为他们可以从体育名人的活动中受益。
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引用次数: 0
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements 体育消费者的网购行为:网络口碑和明星代言的影响
Pub Date : 2024-02-20 DOI: 10.1108/ijsms-09-2023-0193
Halil Erdem Akoglu, Oğuz Özbek

Purpose

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Design/methodology/approach

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

Findings

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Practical implications

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

Originality/value

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

为了验证模型假设,本研究选取了使用社交媒体并至少购买过一款在线体育产品的体育消费者作为研究对象。采用在线调查法,共访问了 836 名参与者。研究结果表明,消费者在网络平台上获得的信息的质量、可信度和有用性会使他们采纳产品或服务信息,进而表现出在线购买行为。虽然名人的吸引力和可信度被视为影响消费者在线购买体育产品的重要因素,但本研究发现名人专业知识的效果并不明显。本研究从体育产业的角度揭示了网络口碑和明星代言对体育消费者在线购买行为的影响。与以往研究不同的是,本研究将体育消费者的这两个变量放在一起进行研究,并对模型的建立做出了贡献。
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引用次数: 0
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom 加密资本主义下的粉丝代币之争:体育 NFT 如何推进粉丝的超商品化
Pub Date : 2024-02-19 DOI: 10.1108/ijsms-03-2023-0057
Chen Chen

Purpose

Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace.

Design/methodology/approach

Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies.

Findings

The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs.

Originality/value

This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.

目的鉴于在 2019 年冠状病毒疾病(COVID-19)大流行期间,体育不可兑换代币(NFTs)和加密货币公司赞助体育产业的兴起,本文旨在通过探索三家英格兰超级联赛俱乐部的支持者对球迷代币的接受情况,批判性地构建加密货币与体育之间的合作关系:设计/方法/途径本研究借鉴了关于加密货币和职业足球政治经济学的新兴批判性学术研究,采用数字人种学方法,试图了解球迷在线论坛讨论中针对上述三家俱乐部发行球迷代币以及与加密货币公司的其他类型合作所产生的主要议题。研究结果球迷们的批评性讨论围绕着球迷代币(作为所谓 "球迷参与 "或金融投机的一种手段)与加密货币对公众的实用性之间的矛盾展开。这些反应反过来展示了财务不稳定的职业足球产业背后的更大矛盾:俱乐部所有者和球迷群体之间对俱乐部交换价值(盈利)和使用价值(社区)的争夺。 原创性/价值 本文是首批采用批判性框架研究 COVID-19 大流行期间体育和加密货币公司之间新兴合作关系的研究之一。本文还首次深入分析了体育迷对体育 NFT 的批判性接受。在为体育商业化和商品化背景下的粉丝行动主义/抗议的文献做出贡献的同时,本文还就在体育运动中负责任地使用加密货币/NFT 提出了新的问题。
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引用次数: 0
期刊
International Journal of Sports Marketing and Sponsorship
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