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In response to increasing competition for consumer attention, sport governing bodies have innovated short-format, action-oriented versions of traditional sports to attract new fans. This article explores how sport governing bodies (SGBs) manage the need for innovations to both conform to existing stakeholder expectations whilst offering novel benefits in comparison to competition (i.e. legitimate distinctiveness).

Created by the English Cricket Board (ECB), The Hundred competition was used as a case study to explore the conformity-differentiation tension through a legitimacy lens using document and media analysis.

Seven themes were created to explain how the ECB managed legitimacy tensions: rule modification, team creation, scheduling, game-day experience, broadcasting, gender equity and sponsorship. In each theme, differentiation and conformity were traded-off by the ECB to prioritise pragmatic legitimacy with broadcasters and sponsors.

For sport management professionals, the Hundred demonstrates the commercial value of differentiating new sporting events from competitors via hybrid broadcasting partnerships, embedded gender equity and designing game-day experiences that attract hard-to-reach consumer demographics.

SGBs must trade-off legitimacy between sources when innovating to survive, and when faced with conflicting expectations, commercial imperatives determined whether to conform or differentiate.

I suggest that the search for Adam Smith’s theodicy is likely to be in vain. The paper begins with a brief history of approaches to evil, emphasizing the context in which they arose, and the questions authors were addressing. Approaches most relevant to Adam Smith include those of Augustine and Calvin, and the early modern theodicies of Leibniz, Samuel Clarke and William King, as well as the attacks on them by Bayle and Voltaire. Scottish Enlightenment writers were not terribly interested in theodicy, though Hutcheson and Kames did devote space to their versions of problems of evil. David Hume’s Dialogues on Natural Religion are often taken to be classic statement of the problem of theodicy and argument against religious belief, but his concern was to demolish rationalistic theodicies rather than religious belief or practice. The paper then turns to Smith’s writings, considering similarities and differences to these approaches to evil. Smith emphasizes the wisdom and beneficence of God, and that evils we observe are part of a larger providential plan. He makes no attempt to justify the God in the face of evil, and in this respect Smith shares more with Augustine and Calvin than he does with the early modern theodicists. Smith’s approach to evil is simple and ameliorative. Smith’s approach contrasts with early nineteenth century English political economists, from Malthus onwards, for whom theodicy was important. Whatever view we take of the theodicists project of justifying an all-powerful and good God in the face of evil may, we still struggle to make sense of economic suffering and evil.

The purpose of this research is to explore the effect of goal type of user-generated content (UGC) on consumers' intention of within-domain and across-domain compensatory consumption in closed social media platforms, the mediating effect of self-threat, self-enhancement and self-protection motivation and the moderating effect of self-efficacy.

Four between-subject experiments were conducted to verify the hypotheses presented in this research. Study 1a had a sample size of 60 respondents and examined the effect of goal type of UGC on compensatory consumption. Study1b replicated the effect by using a sample size of 60 respondents. Study 2 had a sample size of 70 respondents and verified the mediating role of self-threat, self-enhancement motivation and self-protection motivation. Study 3 examined self-efficacy as a critical moderator by using a sample of 255 participants.

Study 1a and Study 1b demonstrate that UGC with an attainment goal (vs maintenance goal) is more easily produced within-domain and across-domain compensatory consumption. Study 2 verifies that the effect of goal type of UGC on within-domain compensatory consumption is serially mediated by self-threat and self-enhancement motivation, and the effect of goal type of UGC on across-domain compensatory consumption is serially mediated by self-threat and self-protection motivation. Study 3 demonstrates that self-efficacy not only moderates the effects of self-threat on within-domain or across-domain compensatory consumption respectively, but also moderates the whole mediating path structure.

This research extends the understanding of UGC and addresses the inconclusive evidence of the impact of goal type of UGC on consumer compensatory behavior in the context of closed social media platforms. The authors identify the moderating role of self-efficacy, which explains why consumers adopt different compensatory strategies.