Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]
The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour
How perceived brand globalness and localness affect viewing intentions of J.League viewers worldwide
This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions
Consumption intentions for women’s sports and their respective marketing activities are under-researched in academia (Mumcu et al., 2016). Growing interest from global audiences and businesses highlights women’s sports potential and underline the […]
Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan Ibrahimović has on his social media fans and followers. A dedicated questionnaire […]
The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
Part one of this article focused on the traditional 4 Ps of the marketing mix, encompassing the components of price, product, promotion, and place –– see here. Part two continues this discussion […]
The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
The marketing mix has been one of the core elements of marketing since the mid-twentieth century (cf. Kotler and Keller, 2012). This article elaborates on the traditional components of the marketing mix […]
Target audience through market segmentation: A brief example for DAZN
The following post is an example to be used for my students in the «Marketing and Branding in the Digital Age» module. It shows how target market segmentation can be discussed in […]
The integrated marketing communications mix in the digital age: Defining the promotional channels with examples from Paris Saint-Germain
The discipline of marketing communications is a key component of marketing, aiming to promote a company or brand and its services and products across various marketing and communications channels. This is achieved […]
Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans
The following study assesses the impact of the Champions Hockey League’s brand prestige on trust, perceived risk, satisfaction, and loyalty of ice hockey fans and viewers. The importance of the research is […]
Driving fan engagement with Kaizer Chiefs F.C. on social media
This article explores the motivations of Kaizer Chiefs F.C. fans and followers for engaging with the South African football club on social media. It introduces the theoretical framework and methodology derived from […]
Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot
This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]
Juventus FC brand content on Facebook designed for heuristics
This blog post follows on the article «Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club» and discusses how Italian Serie A […]
Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club
Football clubs provide brand experiences through live video on social media for their spectators by producing audiovisual content. Producers of live videos, often in-house marketers or communication managers, can implement psychological principles […]
The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
Note (19 Feb 2024): A similar article is available on this blog, which applies the Shannon-Weaver model to the TikTok efforts of a spectator sports brand. Technological advancements originating from the Information […]
Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid
It is common knowledge that marketing is an established business discipline. Marketing-mavens such as Philip Kotler, Kevin L. Keller, and Seth Godin wrote seminal literature for marketing practitioners and students to revisit […]
Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio
One eminent question is hovering over the heads of marketers these days: Periscope or Facebook Live? In this post, we will look at eight live video broadcasting examples from New York City FC, […]
