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Article
Publication date: 10 July 2017

Gashaw Abeza, Norm O’Reilly, Benoit Séguin and Ornella Nzindukiyimana

The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.

Abstract

Purpose

The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.

Design/methodology/approach

The study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.

Findings

Results outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.

Research limitations/implications

The study presented theoretical and practical implications, and limitations and impetus for future research.

Originality/value

The study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 1 July 2008

Xiaoyan Xing, Anthony G. Church, Norm O'Reilly, Ann Pegoraro, John Nadeau, Louise Heslop and Benoit Séguin

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It…

Abstract

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines research questions, identifies a theoretical framework to better understand Olympic city marketing, presents four essays related to issues within this framework, and provides conclusions and suggestions for future research.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 January 2007

Norm O'Reilly, John Nadeau, Benoit Séguin and Mark Harrison

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its…

Abstract

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 July 2005

Benoit Séguin, Mark Lyberger, Norm O'Reilly and Larry McCarthy

A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing…

Abstract

A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing, provides evidence that purchase decisions are affected by ambush marketing reducing the value of sponsorship partnerships, and purports that the International Olympic Committee and its partners need to develop specific strategies to combat ambush marketing country by country

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 July 2010

J. Terence Zinger and Norman J O'Reilly

This paper responds to the need for more investigation into the "conceptual underpinnings of sponsorships" (Gardner & Shuman, 1988, p.44) by investigating the spectrum of…

Abstract

This paper responds to the need for more investigation into the "conceptual underpinnings of sponsorships" (Gardner & Shuman, 1988, p.44) by investigating the spectrum of opportunities that are available to small firms - whether as sports donors or as bona fide sponsors - through the prism of small business Stages of Development theory. A multiple case study approach is employed to explore the nature of sponsorship activities being undertaken by small enterprises and to contribute to the advancement of the authors' 'philanthropy-sponsorship' continuum.

This research makes two contributions. First, it presents the classifications of 'patronage' versus 'semistrong sponsorship' versus 'fully functioning sponsorship' relationships, based on the nature of the expected benefits. Second, it evaluates the small business/sports property interface from the perspective of small business phases of development and proposes a framework for linking the small firm to sports sponsorship outcomes.

Details

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

Keywords

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Article
Publication date: 16 March 2012

Norm O'Reilly, Ida E. Berger, Tony Hernandez, Milena M. Parent and Benoit Seguin

The purpose of this paper is to focus on the potential role and use of online social media to influence sport participation in youth aged 12 to 17 years by responding to…

Abstract

Purpose

The purpose of this paper is to focus on the potential role and use of online social media to influence sport participation in youth aged 12 to 17 years by responding to two specific research questions: what is the nature of the online “marketplace” among youth?; and what is the nature of adolescent sport behavior as revealed through activities on online social media?

Design/methodology/approach

The paper outlines and then implements the research methodology of netnography to achieve its purpose. Netnography involves a researcher joining an online forum, e‐tribe or other open‐source social media to observe and record the discussions for analysis.

Findings

The overarching finding is that online discourse related to sport participation among youth is very limited. When discussion does take place, five themes emerge: benefits, advice‐seeking, finding common interests, learning new sports, and challenges.

Research limitations/implications

This research provides impetus for future work in the content area and in the use of the netnography method. It is limited by the lack of online content on the topic area by the target group.

Practical implications

The paper's results provide important understanding, direction and guidance to sport administrators working for government, sport organizations and organizations who market their products and services to youth through sport.

Originality/value

This paper is original in two respects: the use of netnography as the research method in this context, and the focus on social media and sport participation in youth.

Details

Sport, Business and Management: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

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Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 4
Type: Research Article
ISSN: 1464-6668

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Book part
Publication date: 19 July 2021

Didem Türkoğlu

Welfare state retrenchment in advanced industrialized countries seeks to expand market-like logics in public services, based on the assumption that public services benefit…

Abstract

Welfare state retrenchment in advanced industrialized countries seeks to expand market-like logics in public services, based on the assumption that public services benefit from non-state initiative and competition. This logic gained a stronghold in policymaking, but its implementation nevertheless struggled to find acceptance. Public university tuition is one such case where policymakers aimed to increase investment in human capital through cost sharing. While students in some countries accept them as a necessary evil, opposition arises in others. Students in Germany and Turkey took to the streets in support of tuition-free higher education. Despite differences in their political contexts and the differential mediating role political culture plays, student mobilization reversed right-wing parties' policies. This article focuses on how opposition to tuition policies is covered by the news in both countries. Using a mixed-methods approach combining topic modeling with qualitative analysis, I show that student protests and tuition policy discussions are reported separately. In both countries, student protests involving confrontation were highlighted whereas reports on institutional actors dominated policy discussions. However, when movements pressure political parties to “own” an issue in their platform, party endorsement subsequently amplifies issue salience even if movement organizations and parties are not covered together by the media. This indicates an indirect effect of movements' collective action on news coverage. Political party endorsements mediate the amount of coverage movement issues receive. This finding provides insights into how opposition to welfare state retrenchment might navigate difficulties in closed media cultures that heavily favor institutional actors.

Details

The Politics of Inequality
Type: Book
ISBN: 978-1-83909-363-0

Keywords

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Book part
Publication date: 28 January 2011

Kagendo Mutua, James Siders and Jeffrey P. Bakken

This chapter traces the history of intellectual disabilities by exploring significant historical periods and personalities who impacted the disability field and…

Abstract

This chapter traces the history of intellectual disabilities by exploring significant historical periods and personalities who impacted the disability field and specifically the area of intellectual disability. Like other documented histories, the purpose of this chapter is to instruct and inform readers about the historical underpinnings of the labels, practices, and programs related to intellectual disability that are in effect today. While this chapter is not intended to be prescriptive in how the information presented here is to be interpreted, we are acutely aware that historical accounts are often interpreted based upon contemporary ideologies, knowledge, and practices. As such, as a historical account, this chapter is no exception. Current belief and practices about intellectual disabilities indeed influence the choices that, we as the chapter authors, made about the relative importance of the events that we select to highlight in this chapter. Nonetheless, this account reflects the events and personalities who, in our estimation, transformed and/or advanced the field of intellectual disability. We open with a brief prologue of the representations of the intellectual disability in popular culture and its potential impact on perceptions of persons with intellectual disability.

Details

History of Special Education
Type: Book
ISBN: 978-0-85724-629-5

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Article
Publication date: 1 October 2008

Norm O'Reilly

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed…

Abstract

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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