Kun Chang, Hyun-Woo Lee and Gregg Bennett
The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this…
Abstract
Purpose
The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers’ perceived risk of toxicity may affect game brand loyalty through the moderated mediation effects of game brand identification, self-efficacy, and perceived support from game brand.
Design/methodology/approach
The moderated mediation model was tested using the conditional process analysis (N = 311). The moderating effects of game brand identification on the mediated processes were tested in the model.
Findings
The authors found that self-efficacy and perceived support from game brand were critical mediators between the perceived risk of toxicity and game brand loyalty. However, these mediating effects varied depending on the level of game brand identification.
Originality/value
This study took the step forward by theorizing and empirically examining the relationship between perceived risk of toxicity and consumption outcome by considering both internal and social coping resources and game brand identification, among Generation Z and Millennial gamers in the esports context.
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Jami Lobpries, Gregg Bennett and Natasha Brison
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand…
Abstract
Purpose
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands.
Design/methodology/approach
Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands.
Findings
Theoretically, the themes provide empirical support for existing brand identity frameworks.
Practical implications
Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers.
Originality/value
This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.
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Zahra Sharifzadeh, Natasha T. Brison and Gregg Bennett
This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a…
Abstract
Purpose
This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.
Design/methodology/approach
Utilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.
Findings
Two categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.
Originality/value
This paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.
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Gregg Bennett, Mauricio Ferreira, Yosuke Tsuji, Ron Siders and Beth Cianfrone
This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast…
Abstract
This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).
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Dohyun Ahn, Yunjae Cheong and Kihan Kim
This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of megasporting events. We hypothesise that embedded commercials are more likeable…
Abstract
This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we posit that the telecasts of mega-sporting events induce motives of relatedness (rather than motives of competence) and that the advertisements embedded in these telecasts will be more effective when they appeal to the relatedness motive. The results support this hypothesis. Theoretical and practical implications are discussed and future research directions are provided.
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Amara Malik, Ayesha Gulzar, Muhammad Ajmal Khan and Nadeem Siddique
This study aims to analyze the literature on Generation Z (Gen Z) accessible through Scopus to determine which nations, universities and writers have the highest publication and…
Abstract
Purpose
This study aims to analyze the literature on Generation Z (Gen Z) accessible through Scopus to determine which nations, universities and writers have the highest publication and citation rates on the topic. Together with identifying the most popular keywords and trending topics over the years found in the literature analysis, the study also aims to ascertain the patterns of collaboration among writers and nations.
Design/methodology/approach
The researchers searched the Scopus database to collect and assess the literature on the topic. The paper used applications such as Biblioshiny, VosViewer, Python, MS Access, Power BI and Excel to collect, analyze and present the literature.
Findings
The analysis shows that authors prefer to use the terms “Gen Z”, “digital natives” and “social media” most often. Findings revealed that the topic is well-researched in different fields of study including social science, computer science, business management, engineering and arts and humanities from the perspective of various world regions such as Europe, America, Australia and Asia. However, the African region was less discussed in the literature, indicating the need for more research covering the context of underdeveloped nations. Moreover, the USA accounts for the greatest proportion of publications produced in cross-border collaboration, especially with China and the UK.
Research limitations/implications
This examination is crucial for academics and researchers, policymakers and businesses seeking insights into the preferences, challenges and opportunities associated with this generation to inform effective strategies and decision-making. Furthermore, by identifying key themes, trends and gaps in the existing literature, this paper can serve as a foundational study for future researchers to select the prospective research topics related to Gen Z.
Originality/value
To the best of the authors’ knowledge, this is the first study that shares a bibliometric analysis of literature published on Gen Z. This paper is an attempt to fill the research gap on the topic and also shares implications for relevant stakeholders and future research directions for prospective researchers.
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Niall Power, Gregg H. Rawlings and Claire Bennett
There is growing evidence examining mindfulness-based interventions (MI) for people with intellectual disabilities (IDs). As discussed in this paper, MI may be particularly suited…
Abstract
Purpose
There is growing evidence examining mindfulness-based interventions (MI) for people with intellectual disabilities (IDs). As discussed in this paper, MI may be particularly suited for people with ID given high rates of difficulties in identifying and regulating emotions and as this approach may rely less on cognitive ability compared to other therapies. This study aims to assess the acceptability and preliminary effectiveness of a six-session MI group [the Coping Well Group (CWG)] delivered within routine clinical practice.
Design/methodology/approach
Six separate cohorts (n = 25) of adults with ID attended CWG. Quantitative data were collected from service users, including a pre- and post-quality of life (QoL) measure and qualitative data from group facilitators.
Findings
Roughly one-half (53%) of service users invited to the group attended at least one session, with low levels of dropout observed among group attendees. A significant improvement in QoL was reported demonstrating a small effect (d = 0.46, p = 0.022) after attending the group. Most service users (72%) were referred to the CWG for help managing difficult emotions. One-half (44%) of attendees required individual therapy after attending the group. Limitations of the evaluation and potential future research are discussed.
Originality/value
The current evaluation contributes a practice-based service evaluation of an MI group for people with ID and mental health difficulties to the currently limited evidence base. To the best of the authors’ knowledge, this is one of the first studies to investigate the impact of group psychological interventions collecting data across cohorts and assessing QoL, a more general measure of well-being than has been used previously.
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Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to…
Abstract
Purpose
Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to sending and receiving information with a predetermined, finite lifespan in computer-mediated environments. The purpose of this paper is to conceptually understand online marketing communications with high ephemerality relative to messages with low ephemerality within a consumer’s goal system.
Design/methodology/approach
This paper is an attempt to conceptually understand how high ephemerality differs from low ephemerality, particularly as online ephemeral communication has emerged and is widely used by consumers and firms. Goal systems theory is applied to understand how ephemerality is a means for consumers to reach their communication goals.
Findings
Consumers are more likely to use messages with high ephemerality to impress with narrowly relevant content, regulate emotions, build social relationships, persuade others through peripheral cues and protect privacy, but messages with high ephemerality are less likely to help consumers manage their impression, acquire or share useful information or present strong arguments. It is also proposed that messages with high ephemerality can help marketers increase interest through frequent peripheral cues, including fun and friendly content, drive sales by creating a sense of urgency and increase loyalty, but are less likely to increase awareness, build interest through flattering or informative content or drive sales through transactional messages.
Research limitations/implications
This study primarily advances the goal systems literature by introducing ephemerality. The defining feature of ephemerality, lifespan, also has research implications for studies of word-of-mouth marketing. The propositions in this study are ready for empirical investigation as to when consumers and firms choose to send messages with low or high ephemerality.
Practical implications
Firms need to understand how consumers are using messages sent with low and high ephemerality in order for firms to best move consumers through the sales funnel.
Originality/value
To the best of the author’s knowledge, this is the first paper to differentiate messages with low and high ephemerality, identify the presence and effects of ephemerality in offline and online communication and explain how and why sending messages with low or high ephemerality can help consumers and firms reach their communication goals. There is only one other paper in marketing on ephemerality in online marketing communications and no other conceptual work.
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In the growing field of nonviolent social movement studies, questions of power are often layered in inquiries into drivers of mobilization and dynamics of success, from the…
Abstract
In the growing field of nonviolent social movement studies, questions of power are often layered in inquiries into drivers of mobilization and dynamics of success, from the individual to the societal level. The different ways marginalized groups utilize power are not adequately theorized, however. Here I address paradigmatic approaches to understanding power in nonviolent movements, identifying conceptual limitations to explaining stratification among nonviolent resisters. In response, I develop a framework for better understanding the socially constructed origins of nonviolent power among different mobilized groups. I first provide a sociology of knowledge survey of common theories of power in nonviolent mobilization. I also review literature on mobilization among marginalized populations to identify valuable insights lacking in nonviolent movements studies. I then explore one case of marginalized nonviolent resistance, that of the Mothers of the Plaza Mayo who mobilized for an end to the Argentine Dirty War. Through this case, I develop a social constructionist framework that can be generalized to better understand how stratification shapes nonviolent resistance differently for different actors. I conclude by proposing a general framework of inquiry, guiding scholars to pay attention to four dimensions of conflict and resistance when examining the power dynamics of nonviolent movements: the temporal context of conflict, the degree of repression, actor status and positionality, and how nonviolent strategies and tactics correspond to each of these dimensions.
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Joanna Bennett and Frank Keating
It has been acknowledged that the disparities and inequalities for black and minority ethnic (BME) communities in mental health in the United Kingdom (UK) has reached such…
Abstract
It has been acknowledged that the disparities and inequalities for black and minority ethnic (BME) communities in mental health in the United Kingdom (UK) has reached such proportions that it is considered a public health issue. This paper reviews training as one of the strategies that have been employed to address these inequalities and draws on a historical review and a scoping exercise in England which mapped approaches to race equality training in mental health services. The historical review showed that the concept of race and racism has been replaced by culturalism as an explanation for all racial inequalities and is the central framework for race equality training. Whilst the survey showed that the majority of mental health services were providing training for their staff, there is much fragmentation and a lack of robust evaluation demonstrating effectiveness. While education and training have a key role to play in developing knowledge and skills to address racial inequality, current approaches are fundamentally flawed.