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Social factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.

The authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature.

The article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level.

Based on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.

Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker.

Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted.

The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements.

Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.

Even though trans and nonbinary athletes regularly experience oppression and exclusion in sport, many encounter sport as a site of gendered liberation. Most literature on trans and nonbinary athletes focuses on experiences of oppression; much less examines trans and nonbinary athlete resistance. Centring the voices of trans and nonbinary athletes in sport is essential for attending to the complexity of their experiences in sport. I draw on my own experiences as a nonbinary elite boxer to explore what is at stake in sport and demonstrate how sport can function as a site of joy and resistance for trans and nonbinary athletes. Amid ongoing debates about whether or not it is fair for trans women athletes to compete in sport, Gleaves and Lehrbach (2016) argued that sport does not solely concern who wins but also encompasses the ‘the stories we tell ourselves about ourselves’ in competitive sport. I argue that the stories we tell ourselves about ourselves in competitive sport stay with us for a lifetime. These stories shape how we make sense of ourselves and others. I explore how women, trans, and nonbinary boxers issue a threat to patriarchal cisheteronormative customs in boxing, precisely because we disrupt the assumption that aggression is the male domain and that masculinity equals cisgender maleness. I contribute to the growing body of literature centring trans and nonbinary voices by drawing attention to how trans and nonbinary athletes' experiences of sport are characterized not only by exclusion and oppression but also by joy and resistance.

The commentary examines the possible rational for Federation Internationale de Football Association(FIFA) sending a series of tweets on the Russian invasion of Ukraine.

The commentary counts and analyses the number of tweets sent by FIFA media between 1 February and 1 March, 2020 and indicates that these concerning the war in Ukraine represent a radical departure from past topics. Stakeholder engagements with the tweets on the war were recorded and these far surpassed other regular topics.

FIFA's stance in condemning the war and taking direct action against Russia was effective in generating far greater stakeholder engagements in Twitter than other football-related posts. While the tweets were favourably received by many fans, not all of that response was positive, and in fact, some were extremely hostile.

An analysis of tweets and their responses provides a relatively new and powerful mechanism for gauging stakeholder engagements. The authors also contribute to the literature on communication strategies of sporting bodies by demonstrating how the integration of social issues into social media posts is likely to exhibit a strong response, albeit not always favourable. When sporting bodies (such as FIFA) depart from their core mission, they risk alienating some stakeholders when they delve into controversial social and/or political issues.

National surveys reveal that sports fans exhibit greater support for athletes, sports teams and leagues endorsing social justice initiatives compared to the general population, highlighting the potential of sports for positive social impact. This study investigates whether such responses are influenced by systematic biases.

Replicating a Nielsen national survey, two experiments explore whether biases affect support for athletes' participation in the Black Lives Matter (BLM) movement. The study also examines partisan motivated reasoning as a factor driving sports fans' support for BLM.

While avid fans display stronger endorsement of BLM compared to causal/non-sports fans, evidence suggests that systematic biases distort these responses. When sport identity becomes salient, reported support for the BLM movement becomes inflated.

Researchers often employ self-report surveys to gauge audience perceptions of athlete activism or cause-related initiatives, particularly when assessing their impact. This study's findings indicate that this context is susceptible to SDB.

The study underscores the role of systematic biases in self-report surveys, particularly in socially desirable contexts. People tend to over-report “positive behavior,” leading survey participants to respond more favorably to questions that are socially desirable. Therefore, interpreting survey results with caution becomes essential when the research context is deemed socially (un)desirable. It is crucial for researchers to apply appropriate measures to identify and mitigate systematic response biases. The authors recommend that researchers adopt both procedural and statistical remedies to detect and reduce social desirability biases.

In the age of nine-figure transfer fees and football stars building their own brands and follower base, a shift in fan identification in football appears to be taking place as athletes can build strong connections with their followers. This paper examines the level of identification shown by football fans towards both their favourite team and their favourite player, in connection with the concept of fan loyalty.

A total of 4,707 international respondents participated in an online survey to examine the relationship between fan identification and fan loyalty, and to measure the impact of variables like country, player, club, on fan identification using multi-regression analyses.

The results underline the strong presence of team identification compared to identification of single players. Results have also revealed that the relationship between a fan's favourite team and player has a significant impact on identification levels towards both actors. Fans supporting a foreign club were found to show significantly stronger team identification than those who support a club from their own country or region.

This research contributes to the growing body of publications in the field of sports consumer research and underlines the importance of understanding the quality of relationships and thus the identification of fans with clubs and individual players for the stakeholders involved. International sports marketing is becoming increasingly important and an understanding of fan interests is essential for effective marketing, as information on trends in fan interests enables a more tailored strategy for clubs and sponsors.

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

This study aims to broaden the understanding of the mechanisms through which workplace bullying might affect employees’ intention to leave the organisation, as well as the mediating role of burnout in the relationship between workplace bullying and turnover intention.

The sample included 884 employees from different Portuguese organisations operating in the tertiary sector and industry. This study uses structural equation modelling to evaluate the hypothesised model.

The results suggest that workplace bullying causes high levels of burnout in victims and increases their turnover intentions. The results further suggest that burnout fully mediates the effect of workplace bullying on turnover intentions.

Organisations should work to reduce these problems in workplace environments, focusing on HRM models that prevent the precursors of workplace bullying, particularly those associated with low determination of HR practices and the emphasis on employee participation. Implementing workplace ethical guidelines as part of an annual action plan can contribute to cultivating organisational cultures that reject any form of devaluation of human worth within the organisation.

There is little knowledge on the mediating role of burnout in the relationship between workplace bullying and turnover intention. This study answers the call for further empirical research from those who have argued that more information is needed and contributes to the growing debate on this topic and its effects on Portuguese employees. This study seeks to fill these gaps by developing a model of workplace bullying and its consequences and exploring burnout’s potential mediating role.

Football exists and evolves in a dynamic ecosystem, displaying a massive and multidimensional influence on most contemporary societies, and football has grown into a significant industry with a plethora of stakeholders. This research is the first to comprehensively identify the key industry stakeholders and their distinct value, from the individual club perspective, and to conceptualise and test their interrelationship toward the development of a corresponding framework of club benefits.

The study applied a multilevel approach to collect and verify qualitative data. It initially developed a preliminary conceptual framework, which was first validated by an expert panel and was subsequently extensively tested in the Cyprus-specific context, which offered fertile ground for such a study. The empirical stage rested on 41 semi-structured, face-to-face interviews with very high-ranking individuals from the top nine football clubs, as well as with key industry stakeholders.

Though the examined industry is partly in line with international norms, it is also highly affected by unique characteristics that alter the various stakeholders' role, producing (even negative) value of varied typologies that is directly linked with the industry's financial, sporting, cultural and social conditions.

The research ultimately presents scholars, practitioners and policymakers with a systemic and comprehensive understanding of the individual club stakeholder value offerings, delivers a tested framework as a tool for social and business management and prescribes future avenues for research, governance and practice.

Extant studies on the subject are either partial or focus on individual stakeholders and evidently lack requisite scientific comprehensiveness. The current research bridges this significant gap in knowledge by exhaustively identifying the key industry stakeholders, explicating their relative social, economic or other value in the individual club perspective and developing a value-based stakeholder framework.