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1 – 10 of over 2000Hossein Mansouri, Saeed Sadeghi Boroujerdi, Michael Polonsky, Maizaitulaidawati Md Husin and Mehdi Seydi
This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.
Abstract
Purpose
This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.
Design/methodology/approach
The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.
Findings
The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.
Originality/value
The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.
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Inés Küster Boluda, Natalia Vila-Lopez, Elisabet Mora and Javier Casanoves-Boix
This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of…
Abstract
Purpose
This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.
Design/methodology/approach
A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.
Findings
The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.
Originality/value
(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.
研究目的
本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言,體育社交媒體對一個國家的影響。俱體而言,本研究擬探討: (一) 、各體育賽事社交媒體平台的使用和其重要性,以及 (二) 、是哪些國家生成最多的社交媒體內容。
研究設計/方法/理念
研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ,2022年特尼利尼達阿方索馬拉松賽-瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據,然後進行分析。之後,研究人員建議使用不同的度量和方差分析去處理各研究問題,以及進行了情感分析。
研究結果
研究結果顯示了以下兩者之差異:(一) 、社交網絡平台和比賽項目的使用和關聯,以及 (二) 、不同國家生成的內容。從這個研究發現,體育賽事的籌辦者、目的地管理人員和其它利益相關者,均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言,學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為,從而找到合適的研究路徑。
研究的原創性
本研究有以下的貢獻:(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色,而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少,但甚少研究、就體育賽事大體使用社交媒體的程度,或使用特定的社交媒體平台的程度進行分析和探討。再者,幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言,本研究可說填補了有關的研究空白。
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Dalia Sedky, Wael Kortam and Ehab AbouAish
The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.
Abstract
Purpose
The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.
Design/methodology/approach
A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed.
Findings
The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports.
Originality/value
To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.
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Justin Marthinus, Rodney Graeme Duffett and Brendon Knott
Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as…
Abstract
Purpose
Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as well as its high-performance achievements. However, below the professional level, local rugby clubs face a large disparity compared to their professional counterparts, often relying on volunteers or part-time employees to manage the organizations. Therefore, the purpose of this study is to investigate how non-professional rugby clubs use social media as a MC tool.
Design/methodology/approach
The study was exploratory, and a cross-sectional sample of twelve organizations was selected and employed a multiple case study approach. Club managers responsible for MC or social media participated in semi-structured interviews. The qualitative data analysis software, ATLAS.ti, facilitated the researchers’ use of an inductive approach to develop codes and themes for further analysis.
Findings
The findings revealed a high level of adoption of social media by the multiple cases (i.e. rugby sports club respondents), with only slight variations in the usage of specific social media applications (viz., Facebook, Instagram, Twitter, and WhatsApp). The sports clubs perceived that employing social media added substantial value to their MC. There were six emergent themes related to the organization’s perceived benefits from adopting social media MC, namely: brand awareness, relationship-building, player recruitment, attracting sponsors, storytelling, and information sharing.
Originality/value
The study makes a novel contribution in terms of how rugby clubs use social media as an MC tool. The paper advances scant knowledge and awareness of the relationship between South Africa’s sports marketing and social media. The conclusions will aid non-professional sports organizations in enhancing the effectiveness of their social media marketing by ensuring that their objectives and target audiences are well-defined.
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Junfeng Wang and Vera Butkouskaya
This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral…
Abstract
Purpose
This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.
Design/methodology/approach
The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.
Findings
The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.
Research limitations/implications
Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.
Practical implications
The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.
Originality/value
It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.
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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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Mark van Rijn, Samuel Kristal and Jörg Henseler
The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a…
Abstract
Purpose
The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce.
Design/methodology/approach
The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories.
Findings
The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation.
Research limitations/implications
This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination.
Practical implications
Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors.
Originality/value
This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.
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