•Female athletes were more likely than males to post photographs of themselves.•Athletes who posted the widest variety of photo types received more fan engagement.•Sexually suggestive photos garnered ...significantly greater likes and comments.•Athletes appear to be missing an opportunity for greater engagement via sport photos.•Athletes should ensure they post photos aligned with their desired personal brand.
The purpose of this study was to examine Olympic athletes’ self-presentation on Instagram, a social media outlet on which users post photographs as their primary communication mechanism, in order to develop an understanding of the ways in which athletes use this medium as a communication and marketing tool to build their personal brand. Additionally, this research sought to understand whether differences existed between the utilisation of Instagram by male and female athletes. Drawing on Goffman's (1959) theory of self-presentation, this study examined eight purposively selected Olympic athletes’ Instagram photos. Findings revealed similarities to previous research on athletes’ use of written social media outlets such as Facebook and Twitter, as the majority of photos posted by athletes were personal in nature, thus reflecting backstage performance strategies according to self-presentation theory. The results indicated that female athletes were more likely to share photos of themselves and photos taken in private settings, but male athletes who posted a wider variety of photos encouraged greater engagement from their followers. Personal brand management implications for athletes and sport organisations are examined in greater detail in the discussion.
Trzeci sektor to sektor obywatelski, na który składają się podmioty nazywane najczęściej organizacjami
pozarządowymi, jednakże obok tego określenia funkcjonuje jeszcze kilka nazw: organizacje
...społeczne, organizacje non-profit, organizacje wolontarystyczne, organizacje obywatelskie. Celem artykułu
jest pokazanie roli zarządzania wizerunkiem oraz kierunków rozwoju klubów sportowych w zakresie tego
zarządzania. Podstawą jego będą badania własne przeprowadzone na kibicach sportowych pod kątem ich
stosunku do klubów oraz znaczenia ich wizerunku w decyzjach zakupu usług i produktów sportowych.
Poza tym podane w nim zostaną modelowe rozwiązania dotyczące wpływu wizerunku na funkcjonowanie
klubów sportowych oraz wpływ czynników zewnętrznych na ten wizerunek. Dla harmonijnego rozwoju
organizacji sportowej w społeczności lokalnej konieczny jest jej pozytywny wizerunek, a wszelkie negatywne
zjawiska wizerunkowe negatywnie wpływają na podstawową działalność klubu. Podstawowa
hipoteza zakłada, że istnieją stałe czynniki, będące rdzeniem wizerunku klubu sportowego oraz czynniki
wizerunkowe wynikające z bieżącego zarządzania wizerunkiem. Wynikiem badań jest cząstkowy model
zarządzania wizerunkiem w klubie sportowym.
The third sector is the civic sector, which consists of entities most often called NGOs, but in
addition to this definition, there are also several names: social organizations, non-profit organizations,
voluntary organizations, civic organizations. The purpose of this article is to show the role of image
managing and the directions of sport clubs development. The article will be based on research conducted
on sports fans in terms of their attitude to the clubs and the importance of their image in the decision to
purchase services and sports products. In addition, model-based solutions for the influence of the image
on the functioning of sports clubs and the influence of external factors on this image will be presented.
For the harmonious development of a sports organization in the local community, it is necessary to have
a positive image, and any negative image-related phenomena negatively affect the basic activity of the club. The basic hypothesis assumes that there are constant factors that are the core of the sports club’s
image and image-related factors resulting from the current image management. The result is a partial
image management model in a sports club.
Purpose
The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant an ...aspirational goal in consumers' minds. Building on theories of lifestyle, values, self-concept and others, this conceptual paper presents the case for emulation marketing as an important consideration within services marketing.
Design/methodology/approach
To explore mechanisms that will define service research in the future, this conceptual paper reviews the literature across the spectrum of social comparison and learning, social adaptation, conformity, values, persuasion and role modeling. The authors analyze existing theories while proposing a new mechanism, emulation, to advance research in service literature.
Findings
This paper suggests mechanisms to promote emulation in services marketing through the consumer decision process. A research agenda for future work is provided with emphasis on lack of emulation, emulation and status, emulation and aging, emulation and technology, emulation and linguistics and the dark side of emulation. Within each area, a series of considerations are discussed.
Originality/value
This paper introduces emulation as an important mechanism within services marketing. It offers a research agenda focused on a variety of emerging areas in the field. The paper contributes to services marketing and future research by proposing a novel approach, via emulation, to services marketing.
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。
ResumoObjetivo do estudo: Verificar a imagem do futebol feminino diante dos consumidores de esportes no Brasil.Metodologia/abordagem: Foi utilizada uma pesquisa survey com uma amostra constituída por ...127 consumidores de esporte. Para a análise dos dados foram empregadas a estatística descritiva e análise da regressão linear.Originalidade/Relevância: A pesquisa verifica a imagem do futebol feminino brasileiro por meio do brand equity, o que permite a aplicação de uma teoria na percepção de fãs e espectadores do esporte.Principais resultados: Os resultados revelam que o futebol feminino Brasileiro é mais conhecido por seus ativos e passivos, presentes no modelo de Aaker (1992). Para os fãs e espectadores o significado do futebol feminino possui relação com termos como; força, superação e garra.Contribuições teóricas/metodológicas: A aplicação de modelos do brandy equity no esporte que foi realizada por este estudo, permite que outros autores avancem na temática sobre imagem de uma marca no contexto do marketing esportivo. Os dados podem auxiliar gestores na tomada de decisão no contexto do futebol feminino e auxilia no desenvolvimento da gestão da modalidade no Brasil
Az identitás és a sport viszonyának egyik megnyilvánulása, amikor a sport a közösségi életet erősíti, a közösség pedig aktív tagja és támogatója a sportnak. A nemzeti, illetve területi identitás ...kulturális örökség. Ebben az aspektusban a sporttal kapcsolatos identitás értelmezhető a társadalmi kultúra részeként. A tanulmány bemutatja a sport és a lokális identitás összefüggéseit, valamint ezek hatását a társadalmi tőkére. Kutatásunk célja a sportolói identitás felmérése és annak hatásának vizsgálata egy terület társadalmi tőkéjére. Kérdésként jelenik meg, hogy a sportba való integráció identitássá válik-e; illetve, hogy milyen mértékben maradnának/maradtak a sportban, illetve az adott régióban a sportolói karrierjük után a megkérdezettek? Vizsgáljuk, hogy a sportolók identitása milyen hatással van az oktatási és a gazdasági környezetre, hiszen a képzés és a munkaerő-piac meghatározó szegmensét képezik. Az identitások sporthoz viszonyított attitűdjeiben megmutatkoznak azok a tőkeelemek, amelyek a régió fejlődésében, versenyképességében növeli a hatékonyságot. Az identitás mintázatok által bemutatásra kerül a sportolói, regionális, nemzeti identitás meghatározása, azok hatásai egymásra. Az empirikus kutatás megmutatja, hogy a sportolói identitás megjelenik a sportolóknál, annak hatása a területi tőkére a területi-, társadalmi-, humán tőke elemeként érvényesül. A kutatás eredménye a versenyképesség fejlesztő mechanizmusának elemeiben nyújt új irányt, amely a sportolói szegmens tőkeértékét mutatja be.
The current research explores the impact of fans’ team identification on their emotional responses towards diversity, equity and inclusion (DEI) initiatives by sporting organisations. Using the ...theoretical lens of Construal Level Theory (CLT), two experimental studies were conducted in Australia ( n = 386) and the US ( n = 402) to understand how fans’ level of team identification and the framing of communication by sporting organisations influence their emotional responses. The findings suggest that fans with low levels of team identification are more likely to feel disgust towards abstract reasoning for DEI initiatives and are more likely to abandon their support for the team. In contrast, fans with high levels of team identification were less likely to feel disgust and less likely to abandon their support for the team. These results have important implications for both theory and practice. Theoretical implications of this research suggest that CLT can provide a useful framework for understanding the emotional responses of fans towards DEI initiatives. The findings also support previous research suggesting team identification is an important predictor of fan behaviour. Practical implications of this research suggest that sports marketers and organisations should carefully consider their communication strategies when promoting DEI initiatives.
This study investigates the positive coupling between the sports industry and tourism, exploring the ways to promote their interconnection. Under state guidance, the integration of sports industry ...services is facilitated to attract sports culture and tourism fairs, leveraging regional economic development advantages to enhance the industrial market appeal. The emerging leisure consumption mode of sports tourism injects vitality into the economy, fostering the core sports service industry. The coupling of the education and tourism sectors is strategically aligned with long-term national policies. Using IoT technology, this paper employs a grey relational analysis to assess the coupling between the sports industry and tourism, revealing a significant correlation. Experimental results demonstrate a positive coupling trend, likened to conjoined twins with a natural material basis and technical support. This coupling not only aligns with industry trends but also resonates with the "environmental protection era," "green era," and "ecological era," marking a pivotal aspect of industrial development. The study contributes valuable insights into the symbiotic relationship between the sports and tourism industries, emphasizing their interconnectedness and the positive implications for economic and environmental sustainability.
This study examines the impact of sports team heritage on sponsorships. Five dimensions of sports team heritage (athletes, coaches, symbols, stadium, and rituals) are found based on a review of the ...sports, sponsorship and brand heritage literature, and five empirical studies. The first study employed qualitative research to assist in item generation, while the next two studies quantitatively assessed the items and dimensions of sports team heritage. Two follow-up experiments show that invoking sports team heritage generates positive attitudes toward the sports team, the sponsorship, and the sponsoring brand, for both fictitious and real teams. Thus, we conceptualize, initially measure, and explore the impact of heritage within a sports team and sponsorship context, provide sports managers with guidelines on how to successfully benefit from team heritage, and outline directions for future research.
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