Reinhard E. Kunz and James P. Santomier
Notwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior…
Abstract
Purpose
Notwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.
Design/methodology/approach
Based on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.
Findings
Three UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.
Originality/value
This empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.
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Reinhard E. Kunz, Alexander Roth and James P. Santomier
Electronic Sports (eSports) is an emerging sector of the sports and entertainment industry experiencing an accelerated increase in consumer and sponsor demand. This paper aims to…
Abstract
Purpose
Electronic Sports (eSports) is an emerging sector of the sports and entertainment industry experiencing an accelerated increase in consumer and sponsor demand. This paper aims to study selected cases of eSports service ecosystems, to identify similarities and differences and to understand the different roles, relationships and multiple interactions of actors involved in value co-creation processes.
Design/methodology/approach
This empirical paper follows the service-dominant logic to highlight value creation. Based on the sport value framework, an organizing logic for the actors in sports-related ecosystems to exchange service and co-create value, the authors apply the conceptualization of an eSports service ecosystem framework in which actors create value through their interactions. A case study approach was applied to qualitatively describe two cases of value co-creation by multiple actors during three eSports events. Case study 1a is the 2019 League of Legends World Championship Finals in Paris. Case study 1b is the 2020 League of Legends World Championship Finals in Shanghai. Case study 2 is the BLAST Premier Counter-Strike: Global Offensive Global Final 2020, which was entirely virtual.
Findings
The outcome is an empirically investigated conceptual framework of multiple actors co-creating value within a service ecosystem in eSports. The insights of the cases explain how actors interact with each other and co-create value during events in eSports ecosystems. The cases illustrate interactions in the context of eSports where the actors are connected within ecosystems. This enables further development of a value co-creation concept and a better understanding of value co-creation in eSports.
Originality/value
This study contributes to research by explicating a theoretically grounded framework for eSports service ecosystems based on empirical evidence. This research extends the scope of value co-creation beyond the firm–customer dyad to a service ecosystem in eSports, demonstrating the dynamic interactions of multiple actors.
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Reinhard E. Kunz, Franziska Elsässer and James Santomier
The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded…
Abstract
Purpose
The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.
Design/methodology/approach
Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.
Findings
A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.
Research limitations/implications
This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.
Practical implications
The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.
Originality/value
This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.
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Abdul Rauf, Marius Zurcher, Ioannis Pantelidis and Johan Winbladh
Artificial intelligence (AI) is increasingly becoming part of the hospitality industry. In times of staff shortages, AI used in the industry can have advantages, but it also…
Abstract
Purpose
Artificial intelligence (AI) is increasingly becoming part of the hospitality industry. In times of staff shortages, AI used in the industry can have advantages, but it also brings with it the possibility of customer backlash. The purpose of this paper is to understand the potential response of millennial guests to the potential applications of AI in the hotel industry. The emphasis was on which hotel service encounter categories are most suited to replacing employees with AI in the context of the millennial guest experience.
Design/methodology/approach
This quantitative research used a survey questionnaire for the data collection. Responses from 169 millennials from six continents were analysed using a combination of descriptive statistics, t-tests, MANOVA tests and Bonferroni tests.
Findings
Four service encounter categories were studied: (i) “Check-in”, (ii) “Reception Services (excl. check-in)”, (iii) “Wellness” and (iv) “Food and Beverage Services”. The results showed that of these four categories, “Food and Beverage Services” is more suited to replacing employees with AI than “Wellness”.
Practical implications
The findings of this research are important as they contribute to the body of knowledge related to the implementation of AI in the hospitality industry and provide useful information to policymakers and hotel managers who may wish to identify suitable areas for investment related to AI in their operations.
Originality/value
This study offers useful insight on a cutting-edge topic of AI application for service encounters within the hospitality sector and confirms the suitability of some encounters.
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Marie Ozanne, Stephanie Q. Liu and Anna S. Mattila
While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge that gap…
Abstract
Purpose
While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge that gap, this paper aims to explore how physical attractiveness cues through profile photos influence customers’ brand evaluations.
Design/methodology/approach
The first study assesses the impact of attractiveness and review valence on brand evaluations. The authors used an experimental design and tested the model with an ANCOVA. Study 2 examines the impact of attractiveness in the context of multiple reviews and tests attractiveness heuristic as the underlying mechanism.
Findings
The findings indicate that when an attractive (vs less-attractive) reviewer writes a positive review, brand evaluations are enhanced. However, such an effect does not occur with a negative review. With multiple reviews varying in valence, cognitive load activates the use of an attractiveness heuristic when a positive review is written by an attractive (vs less-attractive) reviewer, thus leading to enhanced brand evaluations.
Originality/value
These findings highlight the presence of the attractiveness halo effect in online reviews and offer important implications to social media marketers. While previous studies have largely focused on review characteristics (e.g. star ratings, strength of the argument, etc.), this study focuses on reviewer characteristics (i.e. attractiveness) and cognitive biases associated with online brand evaluations.
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Elke Höfler, Claudia Zimmermann and Martin Ebner
The purpose of this paper is to share the lessons learned in implementing specific design patterns within the “Dr Internet” massive open online course (MOOC).
Abstract
Purpose
The purpose of this paper is to share the lessons learned in implementing specific design patterns within the “Dr Internet” massive open online course (MOOC).
Design/methodology/approach
MOOCs are boasting considerable participant numbers, but also suffer from declining participant activity and low completion rates. Learning analytics results from earlier xMOOCs indicate that this might be alleviated by certain instructional design patterns – critical aspects include shorter course duration, narrative structures with suspense peaks, and a course schedule that is diversified and stimulating. To evaluate their impact on retention, the authors have tried to implement these patterns in the design of the “Dr Internet” MOOC.
Findings
Statistical results from the first run of the case study MOOC do not indicate any strong influences of these design patterns on the retention rate.
Research limitations/implications
With inconclusive statistical results from this case study, more research with higher participant numbers is needed to gain insight on the effectiveness of these design patterns in MOOCs. When interpreting retention outcomes, other influencing factors (course content, pacing, timing, etc.) need to be taken into account.
Originality/value
This publication reports about a case study MOOC and gives practical hints for further research.
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The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including…
Abstract
Purpose
The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism.
Design/methodology/approach
The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop relationships. The data comprises a web-based survey of customers in the USA and was analyzed using structural equation modeling.
Findings
Customer brand identification and peer identification are drivers of value co-creation among customers, which leads to favorable outcomes at the customer and brand levels. Customer brand identification drives customers to hate competing brands, which, in turn, motivates customers to exert social influence in favor of their brand and to hold additional repurchase intentions. Customer brand identification and peer identification play different roles in motivating customers to co-create value with their fellows and drive customers to feel hatred toward competing brands contingent on customer individualism.
Research limitations/implications
Customer brand identification and peer identification play different roles in engaging customers in value co-creation with their peers and competing brands have with their rivals. Individualism self-construal holds a dual role when interacting with customer identification. The study fills multiple gaps in the literature by examining additional effects of customer brand identification and peer identification and exploring a relatively new dimension of the value co-creation process, as well as the role of customers in the competition between brands.
Practical implications
Brands need to view customers who identify with them as socially active customers capable of participating in value co-creation with other customers and engaging in the rivalry faced by the brands. Moreover, brands are required to build and nurture relationships that are based on social identification to encourage customer brand identification and peer identification which results in favorable customer and business outcomes.
Originality/value
This study examines the effects of two forms of customer identification on value co-creation between customers and competitor brand hate. In addition, it identifies the dual moderating role of customer individualism on the effects of both social identification forms. The study fills multiple gaps in the literature by understanding new aspects of customer identification, value co-creation and brand hate.