The Detroit Pistons, a premier franchise in the National Basketball Association (NBA), have effectively harnessed the power of social media to engage with a global fanbase, with TikTok emerging as an important […]
This research explores uses and gratifications of watching “The Last Dance”, a sports documentary series that premiered in 2020 on ESPN and Netflix about Michael Jordan and the 1990s Chicago Bulls basketball team.
The following article summarises my study «NFT Sports Collectibles: Characteristics and Factors of Consumer Value», published in the 2023 IGI Global publication «Global Applications of the Internet of Things in Digital Marketing» […]
The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]
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 […]
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.
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 […]
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 […]
For many marketers around the globe content marketing has become synonymous with just doing marketing. Allen Graves recently wrote a blog post called Content Marketing Strategy 101: Make it a Game, in […]
Modern marketers agree that content marketing is an essential approach for any brand. In the case of football clubs, there is a ton of content that can be used for marketing and communication […]
In the Routledge Handbook of Sport and New Media edited by Andrew C. Billings and Marie Hardin, Walter Gantz and Nicky Lewis address fanship differences between traditional and newer media and explain, […]
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]
