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21 – 30 of over 24000Reinhard E. Kunz, Franziska Elsässer and James Santomier
The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded…
Abstract
Purpose
The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.
Design/methodology/approach
Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.
Findings
A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.
Research limitations/implications
This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.
Practical implications
The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.
Originality/value
This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.
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Since the 1950s, the closet has been the chief metaphor for conceptualizing the experience of sexual minorities. Social change over the last four decades has begun to dismantle…
Abstract
Since the 1950s, the closet has been the chief metaphor for conceptualizing the experience of sexual minorities. Social change over the last four decades has begun to dismantle some of the social structures that historically policed heteronormativity and forced queer people to manage information about their sexuality in everyday life. Although scholars argue that these changes make it possible for some sexual minorities to live “beyond the closet” (Seidman, 2002), evidence shows the dynamics of the closet persist in organizations. Drawing on a case study of theme park entertainment workers, whose jobs exist at the nexus of structural conditions that research anticipates would end heterosexual domination, I find that what initially appears to be a post-closeted workplace is, in fact, a new iteration: the walk-in closet. More expansive than the corporate or gay-friendly closets, the walk-in closet provides some sexual minorities with a space to disclose their identities, seemingly without cost. Yet the fundamental dynamics of the closet – the subordination of homosexuality to heterosexuality and the continued need for LGB workers to manage information about their sexuality at work – persist through a set of boundaries that contain gayness to organizationally desired places.
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Leah Noelle Bernick and Soyoung Boo
The purpose of this paper is to define the success and growth of the modern festival tourism industry as a manifestation of the Entertainment Age, coupled with the repercussions…
Abstract
Purpose
The purpose of this paper is to define the success and growth of the modern festival tourism industry as a manifestation of the Entertainment Age, coupled with the repercussions of increasing globalization on global tourism markets. This definition highlights the interdisciplinary fissure between tourism and other social sciences. Additionally, the paper aims to address how modern festivals become successful by matching the proclivities of Entertainment Age consumers.
Design/methodology/approach
Redefining festival tourism as a manifestation of a social trend is achieved by reviewing pertinent literature in several academic disciplines and by examining current examples. This approach is meant to inspire further discussion of the trend and provides a solid basis for future research.
Findings
This discussion is important in that it demonstrates the socio‐philosophical impacts of the Entertainment Age on the tourism industry. It stages festival tourism as a viable mechanism for increased tourism and revenue. Examining the festival tourism industry within an Entertainment Age context may enhance the ability of the industry to capitalize on these social trends and philosophical changes.
Originality/value
This paper brings together several disparate concepts in an attempt to enhance the understanding of a current tourism trend, answering the overarching question of why the rise in festival tourism is occurring.
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Robert Kwame Dzogbenuku, Joshua Kofi Doe and George Kofi Amoako
This study evaluates the mediating role of social media entertainment on social information (content) and social media performance, during the COVID-19 era.
Abstract
Purpose
This study evaluates the mediating role of social media entertainment on social information (content) and social media performance, during the COVID-19 era.
Design/methodology/approach
Primary data were randomly gathered from 373 students from two top universities (public and private) in Ghana, a sub-Saharan African economy. Data analysis was achieved utilizing the partial least square–structural equation model (PLS-SEM).
Findings
Social media (SM) entertainment partly mediates the link between social media content and social media performance of students, suggesting that social media entertainment is almost indispensable in creating social media content to achieve optimum performance among tertiary students.
Research limitations/implications
The use of cross-sectional data alone for this study does not give us the opportunity to observe the social media activities of respondents over a longer period. Future studies could, therefore, include longitudinal data.
Practical implications
The findings in this study suggest that faculties can modify their pedagogical activities to include social media and reflect some entertainment content, since it has an influence on student performance within the social media space.
Social implications
SM has a great influence on students' performance socially and academically; therefore, educational stakeholders like university authorities, faculties, parents and guardians, and the government should consider social media as a tool for attaining educational goals.
Originality/value
The study extends the use of UTAUT2, in understanding students' learning and behavior processes, by linking antecedents of adoption to the post-adoption effect.
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Zsuzsa Deli-Gray, Tamás Matura and Lászlo Árva
The purpose of this paper is to explore the theoretical background of the involvement and the entertainment of children of four to seven years of age in the purchase process at…
Abstract
Purpose
The purpose of this paper is to explore the theoretical background of the involvement and the entertainment of children of four to seven years of age in the purchase process at Hungarian retail stores. It also examines the practice of local and foreign retailers in Hungary.
Design/methodology/approach
A review of literature is followed by the description of an exploratory study as well as its findings. The study contained two distinct phases: first 160 retail stores which were selling goods to children (exclusively or together with products for adults) were randomly selected and observed, and then 120 face-to-face or mini group interviews were made with Hungarian children.
Findings
At the moment retail store managers in Hungary do not recognise that children can, and often do affect the length of time their parents spend in retail stores and that children also exert influence on their parents’ purchase decisions and behaviour. Retail store managers rarely provide any entertainment for children and involve them in the shopping experience and even when they do, they fail to do it in the right way. Also, store personnel do not have the right mentality towards children. The study also reveals that children do not wish to have sophisticated or expensive games during the purchase process, but instead would like to be actively involved in the shopping experience by completing little “missions” or “challenges”.
Research limitations/implications
On the basis of the research results it becomes clear that creatively designed involvement and entertainment of children in retail stores would encourage families to spend more time spent in retail stores and may serve to increased sales. It would however presume collaboration between retail stores and the producers of toys and creative accessories.
Originality/value
The paper aims to address the rarely and sporadically analysed question of how retail managers should entertain and involve young children in the process of shopping. The exploratory study sheds light on the big gap between what is offered by the retail management and what is expected by the young children during shopping in Hungary. It also points to the apparent lack of attention and awareness amongst retailers concerning the influence that children have on parents during the shopping process.
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The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by…
Abstract
Purpose
The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry.
Design/methodology/approach
An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site.
Findings
The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets.
Research limitations/implications
The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries.
Practical implications
The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption.
Originality/value
This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.
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Shanshan Shang, Chenhui Du and Jilan Wu
Continuance usage of mobile applications (apps) has attracted much attention from scholars and enterprises, while the extant research mainly focuses on continuance intention. The…
Abstract
Purpose
Continuance usage of mobile applications (apps) has attracted much attention from scholars and enterprises, while the extant research mainly focuses on continuance intention. The inner effect mechanism of the characteristics of apps is still unclear. Under the tenet of continuance usage behaviour, through analysis of characteristics derived from online reviews, this paper aims to establish an effective model and discloses the commonalities and differences between two mainstream apps, which are entertainment and knowledge apps.
Design/methodology/approach
The authors collected reviews of TikTok and Zhihu, which are typical representatives of entertainment and knowledge apps, respectively, from 2018 to 2020. They then derive effect factors and establish the effect model using grounded theory. A deep comparison is then conducted. They analysed the similarities and differences in the general effect model, internal effect mechanism and detailed characteristics of the two types of apps.
Findings
Entertainment app and knowledge apps share the same general effect mechanism; that is, the effect chain of characteristics to perceived value then finally to continuance usage behaviour. However, obvious differences also exist in detailed and specific effects between the two apps.
Originality/value
The present research is among the first to have a deep analysis of the comparison of entertainment apps and knowledge apps under the context of continuance usage behaviour. The findings contribute to understanding continuance usage behaviours. Suggestions are proposed on how to promote apps, which may benefit app managers.
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To examine the impact of Baltimore, Maryland USA festival market called Harbor Place on area residents' shopping, dining, and entertainment behavior over a 23‐year period.
Abstract
Purpose
To examine the impact of Baltimore, Maryland USA festival market called Harbor Place on area residents' shopping, dining, and entertainment behavior over a 23‐year period.
Design/methodology/approach
A longitudinal study utilizing a telephone survey of a random sample of Baltimore area residents in 1982, 1992, and 2005.
Findings
A significant decline in shopping for non‐food items at Harbor Place and the Inner Harbor after the initial excitement following the opening of Harbor Place in 1980. A substantial and stable percentage of area residents visited the Inner Harbor and Harbor Place in each wave of the study for dining and entertainment purposes.
Practical implications
The festival market attracts the recreational shopper/shopper tourist but is likely to attract the convenience shopper as more residential development occurs in areas adjacent to the Inner Harbor. The area is likely to continue attracting area residents for dining and entertainment.
Originality/value
The paper compares and discusses data about Baltimore's festival market areas for the past 23 years and shows that Baltimore area residents, like those in most cities, are more likely to patronize their suburban shopping malls and power centers, rather than downtown market places.
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Louis-Etienne Dubois and Frederic Dimanche
The purpose of this study is to examine post-crisis (COVID) futures for major city destinations that are dependent on live entertainment and tourism. Destinations that live from…
Abstract
Purpose
The purpose of this study is to examine post-crisis (COVID) futures for major city destinations that are dependent on live entertainment and tourism. Destinations that live from entertainment and tourism must consider the implications of the pandemic and plan strategies for their future.
Design/methodology/approach
Based on the Manoa School of Future Studies, four scenarios were identified following a review of current literature. These scenarios (alternate futures) were then discussed in two videoconference focus groups by tourism marketing and entertainment expert professionals from five major North American entertainment cities.
Findings
Typical tourism responses to crises and disasters do not appear to apply to the current pandemic and entertainment-dependent destinations (EDDs) are not prepared to thrive in any of the potential outcomes.
Originality/value
This is the first study addressing the future of EDDs in a COVID world. This study cannot predict the future, but this study can make some forecasts. It is important for scholars and professionals to work together toward identifying what can be.
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Hue Trong Duong, Mor Yachin and Zachary B. Massey
Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a…
Abstract
Purpose
Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.
Design/methodology/approach
An online experiment was conducted with vaccine-hesitant consumers (N = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.
Findings
Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.
Practical implications
Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.
Originality/value
The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.
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