International Journal of Sports Marketing and Sponsorship最新文献

英文中文

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020 超级碗广告对在线品牌搜索的影响:从2011年到2020年的十年洞察

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-04-28 DOI: 10.1108/ijsms-07-2021-0151

Dan Li, Nicholas Masafumi Watanabe

Purpose

This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.

Design/methodology/approach

This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.

Findings

The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.

Originality/value

The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

目的本研究旨在探讨超级碗广告对网络搜索行为的跨媒体影响。此外，作者还探讨了广告亲和力在这种效应中的作用。设计/方法/方法本研究采用准实验方法来检验假设。调查对象为2011年至2020年超级碗近十年的广告品牌(n = 389)。搜索量指数数据是通过谷歌趋势收集的。作者使用Ad Meter评级来衡量广告的受欢迎程度。研究结果表明，超级碗广告刺激了消费者通过搜索引擎寻找广告品牌信息的可能性。品牌的搜索量在超级碗广告曝光后达到顶峰。此外，广告的亲和力影响了搜索量的增加。如果消费者喜欢某个品牌的超级碗广告，他们往往会在网上搜索该品牌。独创性/价值本研究通过研究超级碗广告对在线搜索行为的影响以及广告亲和力在这一关系中的作用，为超级碗广告有效性的文献做出了贡献。营销人员将能够利用超级碗广告曝光后搜索量的增加来进一步提高品牌参与度。

{"title":"Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020","authors":"Dan Li, Nicholas Masafumi Watanabe","doi":"10.1108/ijsms-07-2021-0151","DOIUrl":"https://doi.org/10.1108/ijsms-07-2021-0151","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (<em>n</em> = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.</p>\u0000<h3>Findings</h3>\u0000<p>The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138526667","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

Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective 影响用户对健身应用程序粘性的因素：基于 S-O-R 观点的实证研究

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-03-30 DOI: 10.1108/ijsms-06-2021-0123

Xianzhong Teng, Zheshi Bao

Purpose

Despite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short period of time for most users. The purpose of this paper is to explore factors affecting stickiness of fitness app and then indicate how to retain existing users.

Design/methodology/approach

A research model was developed based on stimulus–organism–response (S-O-R) model. Using the data collected from 231 fitness app users through an online survey, the established model was empirically assessed by structural equation modeling (SEM).

Findings

The results show that human-to-information interaction and human-to-human interaction as environmental stimuli affect individuals' internal state, including social comparison and perception of fitness self-management, which consequently influence the stickiness of fitness apps.

Originality/value

The study provides new insights into the mechanism regarding why users are willing to continuously use fitness apps. Moreover, the understanding of social comparison among users in such process was also deepened.

目的尽管近年来越来越多的智能手机用户下载了健身应用程序（App），但大多数用户在初次使用后的使用行为往往持续时间很短。本文旨在探讨影响健身应用程序粘性的因素，进而指出如何留住现有用户。设计/方法/途径基于刺激-机体-反应（S-O-R）模型建立了一个研究模型。研究结果表明，人与信息的交互和人与人之间的交互作为环境刺激会影响个体的内部状态，包括社会比较和对健身自我管理的感知，进而影响健身应用程序的粘性。此外，研究还加深了对用户在这一过程中的社会比较的理解。

{"title":"Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective","authors":"Xianzhong Teng, Zheshi Bao","doi":"10.1108/ijsms-06-2021-0123","DOIUrl":"https://doi.org/10.1108/ijsms-06-2021-0123","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Despite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short period of time for most users. The purpose of this paper is to explore factors affecting stickiness of fitness app and then indicate how to retain existing users.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A research model was developed based on stimulus–organism–response (S-O-R) model. Using the data collected from 231 fitness app users through an online survey, the established model was empirically assessed by structural equation modeling (SEM).</p>\u0000<h3>Findings</h3>\u0000<p>The results show that human-to-information interaction and human-to-human interaction as environmental stimuli affect individuals' internal state, including social comparison and perception of fitness self-management, which consequently influence the stickiness of fitness apps.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study provides new insights into the mechanism regarding why users are willing to continuously use fitness apps. Moreover, the understanding of social comparison among users in such process was also deepened.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139500195","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

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training 从肌肉推断能力：教练的肌肉质量如何以及何时影响个人健身培训的服务购买

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-02-09 DOI: 10.1108/ijsms-08-2021-0162

Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee

Purpose

This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism.

Design/methodology/approach

The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total n = 387). Using the validated stimuli, the authors conducted the two experiments (total n = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment.

Findings

Findings supported the authors’ proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers.

Originality/value

This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.

目的本研究旨在借鉴信号传递理论，研究教练的肌肉质量如何以及何时影响个人健身培训的服务购买。具体来说，作者研究了：（1）感知能力在教练肌肉质量（高肌肉质量与中等肌肉质量）与顾客服务注册意向之间的中介作用；（2）顾客专业知识在这一中介机制中的调节作用。作者对教练的肌肉质量进行了概念化，开发了实验刺激，并通过两次前测（总人数= 387）对其进行了验证。作者利用验证过的刺激因素进行了两次实验（总人数 = 802）。在这两项实验中，作者通过 MTurk 采用便利抽样法招募参与者，并采用了基于随机分配的单因素受试者间设计。消费者认为肌肉发达的培训师（与肌肉发达的培训师相比）更有能力，从而产生了更大的服务注册意向。这项研究是首次尝试在个人健身培训中实证检验教练肌肉质量对消费者购买行为的影响。它还将体育营销文献扩展到了消费者心理学和行为学领域，探讨了体育服务提供者的特征。研究结果还为健身机构提供了如何有效利用教练的外貌作为营销工具的管理见解。

{"title":"Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training","authors":"Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee","doi":"10.1108/ijsms-08-2021-0162","DOIUrl":"https://doi.org/10.1108/ijsms-08-2021-0162","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total <em>n</em> = 387). Using the validated stimuli, the authors conducted the two experiments (total <em>n</em> = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment.</p>\u0000<h3>Findings</h3>\u0000<p>Findings supported the authors’ proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139500188","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

首页上一页

类型

全部化学•材料生命科学医学物理工程技术环境•农林材料科学地球科学法学管理学化学环境科学与生态学计算机科学教育学经济学农林科学人文科学生物学数学物理与天体物理心理学综合性期刊其他工业工程理学历史学农学文学信息工程

数据库

全部 ACS Publications Elsevier ieeexplore Springer The Royal Society of Chemistry Wiley

期刊

International Journal of Sports Marketing and Sponsorship

全部 Acc. Chem. Res. ACS Applied Bio Materials ACS Appl. Electron. Mater. ACS Appl. Energy Mater. ACS Appl. Mater. Interfaces ACS Appl. Nano Mater. ACS Appl. Polym. Mater. ACS BIOMATER-SCI ENG ACS Catal. ACS Cent. Sci. ACS Chem. Biol. ACS Chemical Health & Safety ACS Chem. Neurosci. ACS Comb. Sci. ACS Earth Space Chem. ACS Energy Lett. ACS Infect. Dis. ACS Macro Lett. ACS Mater. Lett. ACS Med. Chem. Lett. ACS Nano ACS Omega ACS Photonics ACS Sens. ACS Sustainable Chem. Eng. ACS Synth. Biol. Anal. Chem. BIOCHEMISTRY-US Bioconjugate Chem. BIOMACROMOLECULES Chem. Res. Toxicol. Chem. Rev. Chem. Mater. CRYST GROWTH DES ENERG FUEL Environ. Sci. Technol. Environ. Sci. Technol. Lett. Eur. J. Inorg. Chem. IND ENG CHEM RES Inorg. Chem. J. Agric. Food. Chem. J. Chem. Eng. Data J. Chem. Educ. J. Chem. Inf. Model. J. Chem. Theory Comput. J. Med. Chem. J. Nat. Prod. J PROTEOME RES J. Am. Chem. Soc. LANGMUIR MACROMOLECULES Mol. Pharmaceutics Nano Lett. Org. Lett. ORG PROCESS RES DEV ORGANOMETALLICS J. Org. Chem. J. Phys. Chem. J. Phys. Chem. A J. Phys. Chem. B J. Phys. Chem. C J. Phys. Chem. Lett. Analyst Anal. Methods Biomater. Sci. Catal. Sci. Technol. Chem. Commun. Chem. Soc. Rev. CHEM EDUC RES PRACT CRYSTENGCOMM Dalton Trans. Energy Environ. Sci. ENVIRON SCI-NANO ENVIRON SCI-PROC IMP ENVIRON SCI-WAT RES Faraday Discuss. Food Funct. Green Chem. Inorg. Chem. Front. Integr. Biol. J. Anal. At. Spectrom. J. Mater. Chem. A J. Mater. Chem. B J. Mater. Chem. C Lab Chip Mater. Chem. Front. Mater. Horiz. MEDCHEMCOMM Metallomics Mol. Biosyst. Mol. Syst. Des. Eng. Nanoscale Nanoscale Horiz. Nat. Prod. Rep. New J. Chem. Org. Biomol. Chem. Org. Chem. Front. PHOTOCH PHOTOBIO SCI PCCP Polym. Chem.

﹀