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Article
Publication date: 1 July 2010

Ryan K Zapalac, James J Zhang and Dale G Pease

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's…

357

Abstract

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's volleyball spectators from the perspectives of sociodemographics, market demand and consumption. Spectators (N=265) from seven intercollegiate women's volleyball games at three National Collegiate Athlete Association Division-I universities participated in the study. The findings indicate that there is a need to emphasise the market demand factors when marketing intercollegiate women's volleyball games.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 11 May 2015

J. Ian Norris, Daniel L. Wann and Ryan K. Zapalac

The purpose of these studies is to determine how maximizing sport fans seek optimal outcomes through team identification. Maximizers seek optimal outcomes but do not always obtain…

2756

Abstract

Purpose

The purpose of these studies is to determine how maximizing sport fans seek optimal outcomes through team identification. Maximizers seek optimal outcomes but do not always obtain them. This may be particularly true of sport fans, who often identify with teams for reasons that run deeper than team success. Maximizing fans may be more concerned with being the best fans than following the best teams.

Design/methodology/approach

In Study 1, the authors measured maximizing tendency and identification with participants’ favorite National Football League (NFL) teams. The authors then used moderated regression to predict identification levels from the interaction of maximizing and the historical win–loss records of these teams. In Study 2, the authors manipulated team success by providing participants either an optimistic or pessimistic preview of their college basketball team’s upcoming season. The authors measured maximizing tendency as a moderator of this relationship and identification with the college basketball team as the dependent variable.

Findings

In Study 1, maximizers identified more strongly with their favorite NFL team when their favorite team was a historically unsuccessful team. In Study 2, maximizers identified more strongly with their college basketball team after reading a pessimistic preview of the team’s upcoming season than after reading an optimistic preview of that season.

Research limitations/implications

Study 1 required participants to self-report their favorite NFL teams, so the results were only correlational. However, the authors were able to address this limitation with an experimental Study 2.

Practical implications

There are a number of potential implications for sport marketing strategy. For one, sport marketers may want to appeal to fans’ desire to be the best by supporting their teams when they need it most, particularly for teams that are not performing well.

Originality/value

This is the first examination of team or fan identification in the context of maximizing tendency.

Details

Journal of Consumer Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 8 June 2012

Kirstin Hallmann, Svenja Feiler and Christoph Breuer

The market for sport tourists is very diverse and motivations of sport tourists are manifold. This also applies to the field of water sport tourism, which has not yet intensely…

3252

Abstract

Purpose

The market for sport tourists is very diverse and motivations of sport tourists are manifold. This also applies to the field of water sport tourism, which has not yet intensely been analysed by researchers. In order to analyse motivations and to reach target groups such as water sport tourists adequately, market segmentation is necessary. The purpose of this paper is to investigate sport motivations of tourists during their holidays as well as the tourist's participation in water sport activities, using the example of the German North Sea island Sylt. Thereby, consumer profiles will be established.

Design/methodology/approach

A quantitative research paradigm was chosen. A survey was conducted using a standardised self‐administered questionnaire. The sample comprised n=263 participants. Two indices, one for sport motivation and one for travel motivation were constructed. Factor, as well as cluster, analysis was applied to segment the sample. Furthermore, discriminant analysis was used to identify differences between the two clusters. Finally, cross tabulations underlined the differences between the clusters.

Findings

Overall, 47.1 per cent of the sample takes part in water sports. The cluster analysis based on motivational factors revealed two groups, the casuals and the committed. Significant differences were detected between the groups with regard to sport and holiday consumption patterns and sport expenditures. However, there were no significant socio‐demographic differences between the clusters.

Practical implications

It is shown that segmentation of travellers is useful to reach the different target groups and offer unique products and services, depending on, e.g. age and sport preferences.

Originality/value

The results of this research indicate the diverse nature of water sport tourists and their underlying motivations. It is shown that holiday sport motivation depends on the actual sports practiced by the travellers, implying that prior sport motivation and involvement influence travellers' sport motivation. Overall, this research highlights the importance of segmenting sport tourists.

Details

Tourism Review, vol. 67 no. 2
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 25 September 2024

Taeyeon Oh and Seomgyun Lee

Online fundraising has become a rapidly growing alternative business financing method for esports. Despite this, a lack of attention has been given to its fans' motivations for…

39

Abstract

Purpose

Online fundraising has become a rapidly growing alternative business financing method for esports. Despite this, a lack of attention has been given to its fans' motivations for participating in crowdfunding (CF) projects or behavioral intentions for spectatorship. To address this, the present study (1) categorizes esport CF investors' motivations based on the big five personality traits and (2) compares whether motivations and behavioral intentions for esports spectatorships vary depending on each group.

Design/methodology/approach

We applied K-means clustering analysis to classify investors. ANOVA was used to verify whether there were differences in CF motivations and behavioral intentions.

Findings

The study identified six distinct investor segments. Overall, esports CF investors showed high agreeableness and conscientiousness with low neuroticism. Fanatic fans were the most motivated and had the highest spectatorship intentions, driven by strong openness. In contrast, recognition seekers and charity donors exhibited the lowest viewing intentions. Entertainment seekers were highly motivated by excitement and aesthetics, linking CF participation to a strong desire to watch events. Despite higher neuroticism, reward hunters also showed significant viewing intentions, driven by drama and aesthetics. These findings highlight the diverse motivations and their influence on esports spectatorship.

Originality/value

This study investigates the motivations and behavioral intentions of CF investors and spectatorship, which has substantive theoretical and managerial implications for the business of esports.

Details

Sport, Business and Management: An International Journal, vol. 14 no. 5/6
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 3 November 2021

Rejikumar G., Ajay Jose, Sonia Mathew, Dony Peter Chacko and Aswathy Asokan-Ajitha

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption…

1604

Abstract

Purpose

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events.

Design/methodology/approach

Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes.

Findings

The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW.

Research limitations/implications

This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants’ views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this study’s implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept.

Practical implications

The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage.

Originality/value

To the best of the authors’ knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes.

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Article
Publication date: 2 November 2023

Pedro Senna, Lino Guimarães Marujo, Ana Carla de Souza Gomes dos Santos, Alberto Eduardo Besser Freitag and Sergio Luiz Braga França

Healthcare supply chains (HCSCs) face severe challenges when compared to regular chains. Besides avoiding bankruptcy, they must accomplish their goal which is to save lives. Since…

725

Abstract

Purpose

Healthcare supply chains (HCSCs) face severe challenges when compared to regular chains. Besides avoiding bankruptcy, they must accomplish their goal which is to save lives. Since 2019 the COVID-19 pandemic evidenced that a HCSC disruption generates disruptions to other SCs. Therefore, the objective of this paper is threefold: conduct a systematic literature review to build a HCSC operational excellence (HSCOE) definition; build a conceptual framework by mapping the antecedents of HSCOE and formulate hypotheses; test the hypotheses using a fuzzy-Set Qualitative Comparative Analysis (fsQCA) combined with partial least squares structural equation modeling (PLS-SEM) techniques to obtain empirical validation.

Design/methodology/approach

Given this context, this paper conducted a systematic literature review to build a HSCOE conceptual framework and used a fsQCA combined with PLS-SEM techniques to obtain empirical validation.

Findings

The paper revealed a relationship between important variables to achieve HSCOE, such as Supply chain 4.0, SC risk management, SC integration, SC resilience (antecedents) and HSCOE (consequent).

Originality/value

The literature contributions of this paper are as follows: validating a new scale for each of the constructs; finding evidence of the causal relationships between the latent variables; measuring how the constructs influence the HSCOE; in addition, the results address important literature gaps identified by researchers and serve as a guide to organizations that need to implement these practices. Furthermore, this study recommends that HCSC managers consider the implementation of robust initiatives concerning the latent variables presented in this work.

Details

International Journal of Lean Six Sigma, vol. 15 no. 1
Type: Research Article
ISSN: 2040-4166

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Article
Publication date: 7 July 2020

Kerry Daniels, Ian Frederick Wilkinson, Louise Young and Steven (Qiang) Lu

The purpose of this paper is to advance the understanding of brand love by studying its intensity and the nature of extreme forms of it, rather than its presence or absence. The…

1729

Abstract

Purpose

The purpose of this paper is to advance the understanding of brand love by studying its intensity and the nature of extreme forms of it, rather than its presence or absence. The love of a sports team is a type of brand love and is a valuable context to study of brand love intensity because the intensity of love can become more extreme than for products; it has two distinctive features that are theoretically, management and policy relevant; and it is an under-researched context in marketing that is socially and economically significant.

Design/methodology/approach

The authors empirically develop and test a multidimensional hierarchical higher-order measure of the intensity of team love and a model of its drivers and outcomes using a sample of supporter club members of a professional sports team who vary in their intensity of love for the team.

Findings

The results support our measurement model and its distinctive features, especially the importance of the perceived two-way bond fans have with their team. While overall intensity of team love is not related to social influence or on-field performance, as hypothesized, they are related to sub-dimensions of team love, reflecting its multidimensionality. As hypothesized, the intensity of team love and social influence are related to the intention to renew club membership even with increased costs and poor performance and social influence is directly related to word of mouth and game attendance.

Research limitations/implications

The research is limited to the club members of one sports team in a particular sport in one country and one cultural context. Future research opportunities include: extending it to other sports and brand contexts, refining the methodology and addressing other issues highlighted by the research.

Practical implications

The results indicate the limits of management control of team love intensity because it develops over time independently through social processes. However, firms can help facilitate these processes. The social dimensions indicate the need to develop socially, as well as individually-focussed relationship management strategies. Most devoted fans are valuable customers, but some hardcore elements can be dysfunctional and sabotage the brand.

Social implications

Sport is personally, social and economically significant in most cultures and love of a sports team love can be an important glue that binds people and communities. However, the existence of extreme hardcore fans and heated rivalries can also be divisive and pose challenges for social policy. Hence, the need to better understand the factors driving more extreme forms of team love to better inform the development of social policy.

Originality/value

The authors focus on the intensity of brand love rather than its presence and absence as in prior research. The authors develop and test a new hierarchical measure of sports team love intensity and a model of its drivers and outcomes. The sports context is under-researched in marketing but reveals the important role played by dimensions that are obscured in studies of product brand love – its social nature and the perceived reciprocal relation with devoted fans. The results contribute to developing extended theories of brand love, open up new research opportunities and have management and policy implications.

Details

European Journal of Marketing, vol. 54 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 July 2023

Thilo Kunkel, Ted Hayduk and Daniel Lock

There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how…

1279

Abstract

Purpose

There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how different motivational affordances in notifications affects subsequent app use.

Design/methodology/approach

The authors designed three studies to address the purpose: (1) an online experiment to test how individuals perceived notifications, which contained social affordances, progression-based affordances, and a combination of social and progression affordances; (2) a survey to gain a deeper understanding of why certain notification characteristics were effective and to unearth factors that jointly affected notification effectiveness; and (3) an in-app field experiment to test if the findings from studies 1 and 2 held up in a “real world” setting.

Findings

The analysis revealed that progression incentives yielded the greatest increases in user behavior. Neither a social incentive, nor a combination of social and progression affordances was more effective than one progression affordance. This effect was heightened by consumers’ involvement with the focal brand.

Research limitations/implications

The contribution extends knowledge about the use of motivational affordances to gamify push notifications in high-involvement contexts. This implies that greater attention should be paid to how the: length of push notifications, affordances communicated and degree of consumers’ relationship with a focal brand (i.e. involvement) impact notification effectiveness. These findings set out new avenues to investigate the uses of gamification and services marketing in future research.

Practical implications

The authors provide marketers with insights into the most effective ways to gamify, structure and time the delivery of notifications. In high-involvement contexts where consumers decide whether to act on a gamified marketing affordance quickly, it pays to use push notifications that feature visible, immediate and tangible rewards. Understanding consumers’ involvement with the brand allows marketers to turn notifications from a potential annoyance into a viable conduit for engagement.

Originality/value

This research extends knowledge on gamification to the domain of push notifications. In doing so, the authors have demonstrated the communicated affordances and wording of the push notifications organizations send affect user behavior. The authors further expand knowledge of the role of consumer involvement on push notification effectiveness while controlling for app usage patterns.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

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