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Article
Publication date: 6 December 2021

Brendan Dwyer, Ted Hayduk and Joris Drayer

The purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and…

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Abstract

Purpose

The purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and illegal gambling jurisdictions in the United States (US).

Design/methodology/approach

Seven hundred and eighty-nine sports fans and bettors from 47 states were surveyed through a partnership with a major media provider in the US. A number of demographic items, theoretically defined factors and fan behaviors were measured, and several two-way MANOVAs with interaction effects were conducted to determine differences between those who gamble and those who do not in legal and illegal jurisdictions.

Findings

Statistically significant differences between those who bet and those who do not were found. Bettors look different and come from different backgrounds and locations. Psychographically, they were clearly more narcissistic. They also indicated a higher social identity and self-worth, yet perceived themselves as less worthy members of important social institutions. In general, sports bettors out consumed non-bettors as it relates sports spectatorship. In terms of differences between the groups across legal and illegal states, only a few factors were impacted. Self-worth and personal identity were factors that were found to be different between groups and jurisdictions as well as DFS participation.

Originality/value

The US sports gambling market is expected to grow US$6.5 billion in the next five years, yet very little is known, psychographically, about the US sports bettor. Sports gambling research, especially from a marketing perspective, has primarily been limited to Australia and the United Kingdom. This paper contributes to what we know about sports gambling and the emerging US market. In particular, the results uncovered fundamental trait, demographic and behavioral differences between US sports fans and sports bettors. The findings also provide similar foundational differences and similarities between those who bet in states with legal and illegal gambling.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 4
Type: Research Article
ISSN: 1464-6668

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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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Article
Publication date: 9 February 2015

JungKun Park, Te-Lin (Doreen) Chung, Frances Gunn and Brian Rutherford

The main purpose of the study is to examine the relationships between e-listening and customers’ perceptions of interpersonal service quality and utilitarian value during…

2097

Abstract

Purpose

The main purpose of the study is to examine the relationships between e-listening and customers’ perceptions of interpersonal service quality and utilitarian value during e-contact center interactions.

Design/methodology/approach

Participants completed an online survey about their service experiences with e-contact centers. Data were analyzed using structural equation modeling.

Findings

This study found that e-listening is highly related to interpersonal service quality and utilitarian value. Interpersonal service quality is positively related to e-satisfaction and e-loyalty, both with e-contact centers and e-retailers.

Research limitations/implications

The study utilizes general active empathetic listening (AEL) constructs identified in previous research. Although these constructs provide a way to differentiate the cognitive aspects of AEL, and therefore, a mechanism for discerning utilitarian value, further qualitative studies on nonverbal cues in online communications would develop insights into more granular, behavioral dimensions and effects of e-listening. In addition, the study is based on general e-retailing processes, and is not focused on a specific business or sector. The magnitude of the effects of e-listening on the different factors related to customer relationships may vary with different sectors.

Practical implications

E-contact centers should provide interpersonal interactions that emphasize utilitarian value. The centers should be staffed by employees who are well trained in AEL and who are provided with appropriate resources. The interactions of these e-contact centers can provide significant input to e-retailers about the improvement of service quality and resulting customer e-loyalty.

Originality/value

The research provides an original view of service quality in e-contact center contexts and makes a valuable contribution to understanding the evolving service offerings of multi-channel e-retailing. The study provides support for the argument that value and quality in interpersonal interactions with e-contact centers lead to satisfaction and consequently to customer loyalty.

Details

Journal of Services Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0887-6045

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