Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park and Paul M. Pedersen
The current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of…
Abstract
Purpose
The current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of the host country Russia.
Design/methodology/approach
Surveys were collected before and after the World Cup to assess any changes among Georgians with regard to their views on Russia and intentions to visit.
Findings
The results showed a significant change in Russia’s pre-perceived cognitive image related to reputation, respect and development, as well as the emotional aspect and overall country image after the mega sport event. Interestingly, the affective image of Russia carried more weight in shaping the overall country image compared to the cognitive aspects, suggesting the increasing importance of emotional perceptions over beliefs. However, despite these changes, the study found that mega sport events did not significantly moderate the association between country image and behavior intentions in the context of Russo-Georgian hostile bilateral relations.
Originality/value
This study is one of the first examinations of the impact of hosting mega sport events in countries with hostile bilateral ties. The findings support that mega sport events can be an effective mechanism to gain soft power in that such events can arouse changes in people’s emotions and feelings towards the host country, even for those living in a country with a hostile relationship with the host country. The scope of applicability of these findings can be extended to other contexts, including future hosts of mega sport events in their geo-political contexts.
Details
Keywords
Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia and Albert H. Huang
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental…
Abstract
Purpose
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.
Design/methodology/approach
The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.
Findings
The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.
Originality/value
This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.