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Article
Publication date: 4 April 2016

Damian Gallagher, Christina O'Connor and Audrey Gilmore

The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual…

2097

Abstract

Purpose

The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.

Design/methodology/approach

An exploratory methodology is operationalised in this study using qualitative data obtained from 27 participants possessing relevant knowledge and experience of Gaelic football via a range in-depth interviews and focus groups.

Findings

This study identifies those existing segmentation bases that are both applicable and non-applicable, to the indigenous amateur game of Gaelic football in Ireland, whilst additionally identifying and developing an understanding of new segmentation bases. Furthermore, it highlights the challenges and opportunities that will require strategic management if the GAA is to successfully maintain and develop its domestic market whilst simultaneously developing its overseas markets.

Research limitations/implications

The findings of this study are limited to the indigenous amateur game of Gaelic football in Ireland. They reaffirm the need to develop segmentation bases for individual sports markets. They highlight issues that will have a strategic impact upon the operations of the GAA and make recommendations for addressing and realising the opportunities that these will present.

Originality/value

This study addresses a research gap in the knowledge in regards to the strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.

Details

Marketing Intelligence & Planning, vol. 34 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 6 June 2022

Julia Rietz and Kirstin Hallmann

Esports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship research. (2…

1380

Abstract

Purpose

Esports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship research. (2) to provide a reference for the psychology of consumer behavior in esports live streaming and esports event attendance. (3) to deliver a clear picture of the factors that impact consumer behavior in esports online and on-site consumption.

Design/methodology/approach

The study systematically reviews motivational aspects of online and on-site spectatorship using the Preferred Reporting Items for Systematic Review and Meta-Analysis Protocols (PRISMA). SCOPUS and Google Scholar were selected as social science databases. Twenty-five papers met the inclusion criteria: (1) published between 2000 and 2022, (2) empirical investigation, (3) focus on online and/or on-site esports spectatorship/events. Five papers implemented randomization to assess common method bias.

Findings

Twenty-five papers qualified for subsequent analysis. The papers were mostly quantitative. They included a theoretical framework and investigated online esports spectatorship. Significant antecedents for motivation to watch esports online and/or on-site were fanship, tension release, entertainment, escaping everyday life and unique features like chat and direct communication. No consensus was found concerning similarities or differences between online and on-site esports spectatorship and traditional sports spectatorship.

Originality/value

This research contributed to a new theoretical, methodological and practical agenda. A more comparative approach analyzing contextual, structural and demographic cues could lead to a holistic picture of esports spectator motivation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Open Access
Article
Publication date: 27 May 2022

Keita Kinoshita and Hirotaka Matsuoka

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using…

1147

Abstract

Purpose

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.

Design/methodology/approach

The present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.

Findings

Team identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.

Practical implications

The present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.

Originality/value

The present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 January 2011

Fernando Lera-López and Manuel Rapún-Gárate

This paper analyses the determinants of sports participation and attendance in 40 sports and recreational activities in Spain. Ordered probit models are used to identify…

1429

Abstract

This paper analyses the determinants of sports participation and attendance in 40 sports and recreational activities in Spain. Ordered probit models are used to identify determinants in each case and to test for possible relationships. The results show that the two types of involvement, participation and attendance, are very different, the former constrained by economic, sociological and psychological variables such as gender, age, time availability and motivational factors, the latter explained by variables such as age, gender and size of household.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 11 January 2022

Seomgyun Lee, Taeyeon Oh and Choong Hoon Lim

This study sought to determine if environmental barriers (i.e. air pollution, temperature and precipitation) affect outdoor (i.e. soccer and baseball) and indoor (i.e. basketball…

Abstract

Purpose

This study sought to determine if environmental barriers (i.e. air pollution, temperature and precipitation) affect outdoor (i.e. soccer and baseball) and indoor (i.e. basketball) professional sport attendance in South Korea.

Design/methodology/approach

By including actual air quality, temperature and precipitation data collected from each place where the sporting events take place, this study conducted a regression analysis to examine factors that influenced outdoor and indoor sport attendance.

Findings

In outdoor sports, the estimated results suggested that soccer and baseball attendance were not affected by air pollution. Indoor sport consumers did not change their consumption behaviors in attending sports despite the presence of air pollution. In addition, there was mixed evidence on the effect of weather-related variables on attendance. Average temperature had a positive effect on baseball (outdoor) and basketball (indoor) sport attendance, indicating that the warmer the temperature, the more likely those fans were to attend the games. Average precipitation was negatively associated with outdoor (soccer) sport spectators.

Originality/value

The present study contributes to the sport environment literature by examining the impact of environmental barriers on spectators' behaviors in the context of outdoor and indoor professional sports.

Details

Sport, Business and Management: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 24 October 2022

Alison Fridley, Austin Anderson, Sarah Stokowski and Stacey A. Forsythe

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

Abstract

Purpose

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

Design/methodology/approach

Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).

Findings

The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.

Originality/value

This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Details

Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

Article
Publication date: 9 May 2016

John Nadeau, Norm O'Reilly and Alexander Scott

This research reports on work related to integrating new immigrants into their local communities. The purpose of this paper is to explore community sport and the newcomer…

Abstract

Purpose

This research reports on work related to integrating new immigrants into their local communities. The purpose of this paper is to explore community sport and the newcomer experience in communities through an acculturation framework.

Design/methodology/approach

The role of community sport organizations in the acculturation process is explored empirically via a three-stage research study of a small Canadian city that includes interviews with local newcomers, interviews with managers of local community sport organizations, and a website content analysis of community sport organizations in the region.

Findings

Results outline a number of important constraints, practices and realities facing newcomers and community sport organizations in improving participation rates and integration. In addition, the use of the acculturation frame provides insight on the perceived value of community sport yet low participation rates among newcomers.

Practical implications

There is a need for community sport providers to adopt an acculturation perspective to newcomers rather than the current assimilationist perspective. This change will lead to improvements in sport offerings and newcomer supports.

Originality/value

There is an increasing desire to have migrants locate in smaller urban centers rather than the large metropolises of their new home country. However, smaller communities may be perceived by newcomers as less desirable places to live and the communities can face significant integration challenges. Further, there is a dearth of research on newcomers and smaller communities particularly in the area of community sport. This study explores the role of sport as a means to overcome these challenges by assessing the capacity of a smaller city and the needs of immigrants and their families using a lens of acculturation.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Book part
Publication date: 10 November 2016

Irena Slepičková

The purpose of this chapter is to provide an overview of the development of Czech sociology of sport with respect to socio-political changes over the last 50 years. A comparative…

Abstract

The purpose of this chapter is to provide an overview of the development of Czech sociology of sport with respect to socio-political changes over the last 50 years. A comparative sociological approach was used to analyze books, articles, and other types of research productivity. The analysis shows that Czech sociology of sport has developed in three different periods: first, linked to the development of mainstream sociology; second, as a body of socially oriented sport research; and third, as an educational sub-discipline increasingly located in university sport faculties. However, the interest of the State in sociology has significantly decreased since 1990, which has created its own Czech-specific issues. The chapter is based on the method of literature review and, because of the author’s professional activities in sport organizations as well university research, also on a type of “auto-ethnography.”

Details

Sociology of Sport: A Global Subdiscipline in Review
Type: Book
ISBN: 978-1-78635-050-3

Keywords

Article
Publication date: 3 November 2021

Rejikumar G., Ajay Jose, Sonia Mathew, Dony Peter Chacko and Aswathy Asokan-Ajitha

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption…

1235

Abstract

Purpose

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events.

Design/methodology/approach

Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes.

Findings

The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW.

Research limitations/implications

This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants’ views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this study’s implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept.

Practical implications

The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage.

Originality/value

To the best of the authors’ knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes.

1 – 10 of 265