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Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.

This study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.

Factors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.

This paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

Focusing on the social influence processes in the context of massively multiplayer online role-playing games (MMORPGs), this study aims to investigate the nomological network of social influence factors, a topic seldom explicitly articulated in the literature in this unique context.

This study adopts a mixed-methods approach to develop and test a context-specific model of social influence processes in MMORPGs. First, the authors conducted qualitative interviews with MMORPG players to identify the drivers shaping players' perceptions of social influences. Second, the authors formulated and tested a research model with quantitative data collected from 450 respondents of an online survey.

Through the qualitative study, the authors identify leader enthusiasm, social support and social presence as the critical drivers of social influence factors. The result of the quantitative study validates the influences of the critical drivers and demonstrates the impact of social influences on MMORPG players' we-intention to continue playing games.

This research extends the social influence theory by identifying contextualized drivers that shape MMORPG players' perception of social influences determining their we-intention to continue playing games. MMORPG service providers can draw on these drivers to leverage social influences to increase players' we-intention of continuance.

Voluntary participation (VP) has been identified as one of the characterizing features of mediation. This study aims to examine the value of VP in construction dispute mediation from two perspectives. Firstly, is VP a prerequisite of successful construction mediation. Secondly, does power asymmetry (PA) between the contracting parties marginalize the value of VP in fostering the use of mediation to resolve construction disputes.

Constructs of VP, PA and prerequisites of successful mediation were first developed. Principal component factor analysis was performed on data collected from the construction dispute resolution community to explore the underlying structure of the constructs. The relationships between the constructs were tested by structural equation modelling.

VP is found to be an important attribute of successful mediation. PA is also found to be inherent in construction contracting. This study identified three forms of PA: Resource, Information and Expectation. Moreover, this study found no conclusive empirical evidence to support that PA would marginalize the value of VP in fostering an attempt to construction dispute mediation. It is suggested that VP shall remain one of characterizing features of mediation.

The users, mediators and the judiciary should be aware of the importance of VP in mediation, irrespective of the use of mediation is contractual or court-encouraged. Although the presence of PA between the disputing parties, through participating voluntarily and ensuring the mediation process is flexible and fair, the chance of achieving a settlement would be enhanced.

VP has been viewed as one of the fundamentals of mediation. This study empirically supported this design concept. Furthermore, PA in construction contracting can be expressed as disparities in resource, information and expectation. Their existence presents no significant barrier to attempt of mediation. The flexible approach of mediation has been instrumental in overcoming the paradox between VP and PA. This study affirms the positive value of VP in fostering the use of construction dispute mediation.