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1 – 10 of 53Ariba Khan, Zebran Khan and Mohammed Kamalun Nabi
The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing…
Abstract
Purpose
The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.
Design/methodology/approach
The data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.
Findings
The results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.
Practical implications
The findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.
Originality/value
Until now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.
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Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Abstract
Purpose
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Design/methodology/approach
This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.
Findings
With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.
Research limitations/implications
Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.
Practical implications
Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.
Originality/value
Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.
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Tobias Müller, Florian Schuberth and Jörg Henseler
Sports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future…
Abstract
Purpose
Sports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future world. This dual focus poses challenges for formulating and testing theories of sports marketing.
Design/methodology/approach
This article develops criteria for categorizing theoretical concepts as either behavioral or formed as different ways of expressing ideas of sports marketing research. It emphasizes the need for clear concept categorization for proper operationalization and applies these criteria to selected theoretical concepts of sports marketing and sponsorship research.
Findings
The study defines three criteria to categorize theoretical concepts, namely (1) the guiding idea of research, (2) the role of observed variables, and (3) the relationship among observed variables. Applying these criteria to concepts of sports marketing research manifests the relevance of categorizing theoretical concepts as either behavioral or formed to operationalize concepts correctly.
Originality/value
This study is the first in sports marketing to clearly categorize theoretical concepts as either behavioral or formed, and to formulate guidelines on how to differentiate behavioral concepts from formed concepts.
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Li Chen, Yiwen Chen and Yang Pan
This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares…
Abstract
Purpose
This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).
Design/methodology/approach
This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.
Findings
This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.
Research limitations/implications
This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.
Practical implications
The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.
Originality/value
This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.
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Mathew B. Fukuzawa, Brandon M. McConnell, Michael G. Kay, Kristin A. Thoney-Barletta and Donald P. Warsing
Demonstrate proof-of-concept for conducting NFL Draft trades on a blockchain network using smart contracts.
Abstract
Purpose
Demonstrate proof-of-concept for conducting NFL Draft trades on a blockchain network using smart contracts.
Design/methodology/approach
Using Ethereum smart contracts, the authors model several types of draft trades between teams. An example scenario is used to demonstrate contract interaction and draft results.
Findings
The authors show the feasibility of conducting draft-day trades using smart contracts. The entire negotiation process, including side deals, can be conducted digitally.
Research limitations/implications
Further work is required to incorporate the full-scale depth required to integrate the draft trading process into a decentralized user platform and experience.
Practical implications
Cutting time for the trade negotiation process buys decision time for team decision-makers. Gains are also made with accuracy and cost.
Social implications
Full-scale adoption may find resistance due to the level of fan involvement; the draft has evolved into an interactive experience for both fans and teams.
Originality/value
This research demonstrates the new application of smart contracts in the inter-section of sports management and blockchain technology.
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Lobone Lloyd Kasale, Moses Shanako Moruisi and Elsie Gaolatlhe Motswakhumo
This research investigates the roles that resources, organisational structure and climate play in the performance management of National Sport Organisations (NSOs).
Abstract
Purpose
This research investigates the roles that resources, organisational structure and climate play in the performance management of National Sport Organisations (NSOs).
Design/methodology/approach
This qualitative study draws data from 31 interviews, five focus groups conducted amongst Botswana National Sport Organisations. To corroborate the data collected, documents from these sport organisations were content analysed.
Findings
The amount and type of resources available, the degree to which decision-making is centralised, practices formalised and roles specialised affects how NSOs implement performance management. NSOs were not implementing performance management systems and could not tell whether they were creating favourable environments to implement the practices.
Practical implications
Sport managers, policymakers and educators can use insights from this study to improve their practices. This study also proposes avenues for further research.
Originality/value
This study contributes to sport management literature on performance management, and it is original because such as study has not been conducted before.
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National surveys reveal that sports fans exhibit greater support for athletes, sports teams and leagues endorsing social justice initiatives compared to the general population…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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Shinhye Kim, Melanie Bowen and Xiaohan Wen
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related…
Abstract
Purpose
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.
Design/methodology/approach
Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.
Findings
The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.
Research limitations/implications
This study contributes toward corporate donation campaign literature by focusing on the usage of social media.
Practical implications
From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
Originality/value
This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
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Yousuf Al Zaabi, Jiju Antony, Jose Arturo Garza-Reyes, Guilherme da Luz Tortorella, Michael Sony and Raja Jayaraman
Operational excellence (OpEx) is a proven philosophy focusing on continuous improvement in processes and systems for superior performance and efficiency. It plays a crucial role…
Abstract
Purpose
Operational excellence (OpEx) is a proven philosophy focusing on continuous improvement in processes and systems for superior performance and efficiency. It plays a crucial role in the energy sector, acting as a catalyst for safety, customer satisfaction, sustainability and competitiveness. This research aims to assess OpEx methodologies in Oman’s energy sector, examining methods, approaches, motivations and sustainability.
Design/methodology/approach
This study applies qualitative analysis methodology, involving interviews with 18 industry experts, from the energy sector in a sizeable energy country.
Findings
The analysis revealed a growing demand, particularly, in the oil and gas industry, driven by emerging business needs. Qualitative data analysis has identified 10 themes such as implemented methodologies, motivation drivers, deployment approaches, sustainability factors, benefits and challenges. Additionally, new themes emerged, including influencers to start OpEx, resource requirements, enablers for successful OpEx and systems.
Research limitations/implications
This research was limited to Oman and the findings drawn from Omani energy companies may have limited applicability to energy companies in other regions. Therefore, if these findings were to be used, the validation of the findings in relation to other countries should be conducted, to ensure the validity of the context and outcome.
Practical implications
These findings contribute to understanding OpEx dynamics in the Omani energy sector, offering valuable insights for effective utilisation and organisational goal achievement. Furthermore, the study offers valuable insights on how to effectively employ OpEx initiatives in the energy sector to achieve their goals and create value. It addresses the lack of knowledge, offers a framework for successful OpEx implementation, bridges the theory-practice gap and provides insights for optimal utilisation.
Originality/value
To the best of the authors’ knowledge, this is the first empirical study on assessing OpEx methodologies in the energy sector, and therefore it serves as a foundation for many future studies. The study provides a theoretical foundation for the OpEx methodologies in terms of organisational readiness for successful OpEx implementation.
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Areej Alsaad, Kawthar Aleid, Layla Almadani, Omar Alhaj, Haitham Jahrami and Abdulrahman Janahi
This study aimed to assess the influence of the community-based campaign on weight loss and healthy lifestyle adoption among Bahrain's adult population.
Abstract
Purpose
This study aimed to assess the influence of the community-based campaign on weight loss and healthy lifestyle adoption among Bahrain's adult population.
Design/methodology/approach
A cross -sectional self-reported online questionnaire completed in February 2021. The survey evaluated the impact of the community-based campaign health program which includes (exercise, diet plan and psychological eating behavior) weight reduction using social media platforms. The authors employed data from young and middle-aged healthy adults (n = 842) between the ages of 18-55 years, of both sexes. The intervention group (n = 842) was made up of the supporters of the voluntary community initiative called Obesity does not Suit Me (n = 194), and the control group (n = 648) was made up of non-followers of the campaign.
Findings
The study showed a statistically significant difference among the followers of the community-based campaign health program in the following parameters: 3.90-4.23 kg less, 1.46-1.59 difference in BMI and 0.05-0.06 WHR. All changes were of low effect size.
Originality/value
Diet and exercise had significant impact on weight, BMI and WHR among the followers of the community campaign. However, more research is required for sponsorship to increase the motivation and rewards for the community campaign.
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