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The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.

The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.

The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.

The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.

The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.

The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

Despite increasingly persuasive women-focused marketing of gambling products, there has only been limited investigation around women sports betting. Men remain the focus of much of the conversation about sports betting as they have generally been found to be the most active sports bettors and the most at risk of experiencing harms associated with their behaviour. This chapter aims to fill this gap by exploring the characteristics of young women sports bettors in the United Kingdom and the relationship between sports betting and the experience of gambling harms. To do this, we created two models of analysis. Our analysis is based on data from the first wave (2019) of the Emerging Adults Gambling Survey (EAGS) dataset (n = 3,549). The EAGS is a non-probability longitudinal survey that includes individuals between the ages of 16 and 24 who were residents in Britain at the time of data collection. Firstly, we examined the associations between women sports bettors and several factors identified as important predictors of sports betting. Secondly, we sought to understand the relationship between women's sports betting and the harms associated with this activity. From these models, we found that women's sports betting was most reliably predicted according to fandom and peer influence. We also found that women sports bettors were more at risk of experiencing harms associated with difficulties with family and friends than women gamblers using other products.

The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.

A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed.

The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports.

To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.

The purpose of this paper is to address the question: which leisure activities are relatively low carbon and conducive to high levels of subjective wellbeing? Underlying this question is the premise that to combat climate change, carbon emissions must be radically reduced. Technological change alone will not be sufficient: lifestyles must also change. Whereas mainstream strategies generally address the challenge of reducing carbon emissions through reviewing consumption, approaching it through the lens of how we use our time, in particular, leisure time, may be a promising complementary avenue.

The paper brings together three areas of research that are hitherto largely unlinked: subjective wellbeing/happiness studies, studies on how we use our time and studies on low-carbon lifestyles.

The paper shows that low-carbon leisure activities conducive to high subjective wellbeing include social activities such as spending time in the home with family and friends, and physical activities that involve challenge such as partaking in sports. However, depending how they are done, some such activities may induce high carbon emissions, especially through travel. Therefore, appropriate local infrastructure, such as local sports and community centres, is required, along with facilities for active travel. Policymaking developed from a time-use perspective would encourage investment to support this.

Win–win opportunities for spending leisure time engaged in activities conducive to high subjective wellbeing in low carbon ways are identified. This is done by bringing three research topics together in a novel way.

This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.

The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.

The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.

Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.

The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.

It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.

The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.

In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.

Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.

The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.

This paper aims to examine the antagonistic coexistence of different tourism imaginaries in global post-viral social landscapes. Such antagonisms may be resolved at the expense of the ethics of tourism mobility, if not adjudicated by post-human reflexivity. Currently, unreflexive behaviours involve the refusal to conform to lifesaving “stay-at-home” policies, the tendency to book holidays and the public inspection of death zones.

Each of the consumption styles explored in this paper to discuss post-COVID-19 tourism recovery corresponds to at least one tourist imaginary, antagonistically placed against social imaginaries of moral betterment, solidarity, scientific advancement, national security and labour equality. A multi-modal collection of audio-visual and textual data, gathered through social media and the digital press, is categorised and analysed via critical discourse analysis.

Data in the public domain suggest a split between pessimistic and optimistic attitudes that forge different tourism futures. These attitudes inform different imaginaries with different temporal orientations and consumption styles.

COVID-has exposed the limits of the capacity to efficiently address threats to both human and environmental ecosystems. As once popular tourist locales/destinations are turned by COVID-2019s spread into risk zones with morbid biographical records their identities alter and their imaginaries of suffering become anthropocentric.

Using Castoriadis’ differentiation between social and radical imaginaries, Foucault’s biopolitical analysis, Sorokin’s work on mentalities and Sorel’s reflections on violence, the author argue that this paper has entered a new phase in the governance and experience of tourism, which subsumes the idealistic basis of tourist imaginaries as cosmopolitan representational frameworks under the techno-cultural imperatives of risk, individualistic growth through the adventure (“edgework”) and heritage preservation. This paper also needs to reconsider the contribution of technology (not technocracy) to sustainable post-COVID-19 scenarios of tourism recovery.

Focussing on the stratification of expatriates and the boundaries between different types of expatriates and locals, this study investigates the lived experiences and testimonies of Eastern European expatriates and their relationships in Dubai. The purpose of this article to develop the current knowledge on expatriates cohabiting in a cosmopolitan city by providing empirical evidence on expatriate bubbles in Dubai.

Explorative qualitative research was conducted using online and face-to-face interviews, along with a week-long intensive ethnography with observations, interviews and informal discussions.

Three distinct groups of people live in Dubai, namely, Westerners, expatriates from the East and Emiratis. They hardly mingle with each other on equal terms, but they do work in a complementary fashion. In Dubai, the status of East European experts, a subgroup of Westerners, is similar to their Western counterparts and in that they are considered European. Consequently, they experience a slight status development in comparison to when they work in the West. The research provides evidence on social stratification of expatriate bubbles.

This very short ethnography with a relatively small number of qualitative interviews could be complemented by a further in-depth study.

Expatriate bubbles have not previously been empirically investigated from an Eastern European perspective, nor has the unique case of Dubai been analysed extensively. Distinct expatriate bubbles with their stratified hierarchies have been identified in this study.

The purpose of this paper is to investigate, in general, what are the contemporary external influences that have been dominant in Malaysian universities and what are the major local traditional practices that are also found in these universities.

From the literature review, the paper proposes a conceptual framework to explore hybridity in governance and management, programs and curriculum, teaching and learning, and research and service.

Using the conceptual framework, the paper discusses the Malaysian higher education in terms of Western influence and indigenization of Western models, the background context of Islamic universities and seven possible hybridities compiled from anecdotal evidences.

The conceptual framework and possible hybridities identified in the paper serve to provide the guide to a more systemic empirical investigation to examine the characteristics of Malaysian universities emerging from the interaction between external influence and local cultures. The Malaysian case also potentially contribute in exploring the question, “Are Asian universities different from Western universities?”.