Sports Management – Page 15 – The Sport Journal

Effect of SNS on Purchasing Intention for Sport Product

Authors: Seok Pyo Hong*(1) & Yong-Chae Rhee(2)
(1) Seok Pyo Hong is a full-time professor at the Kangwon National University, Korea and concentrating on sport consumer behaviors for his research.
(2) Washington State University

*Corresponding Author:
Seok Pyo Hong, Ph.D
Gangwon Daihak-gil 1
Division of Sport Science, Kangwon National University
Chuncheon, Gangwon, Korea
uconnhong@kangwon.ac.kr
82-10-6211-5308

ABSTRACT
The purpose of this study was to better understand the influence of exchange of information and opinion about sports product on sport consumers’ buying intention. This study also examined the moderating role of sport identification on the relationships among peer communication, perceived usefulness, attitude, and online sport product purchase intention. Two hundred and seventy-nine samples who use social network service regularly and have purchased sport product online were used for this study. A self-administrated questionnaire consisting 34 questions was used based on previous research. Structural equation modeling and multiple group analysis were used to test hypothesis of the study. Results showed that peer communication through Social Network System (SNS) about sport product influenced perceived usefulness of the information from peers which also positively influenced the attitude toward buying sport product based on information from peers. Attitude also positively influenced buying intention for sport product. The level of identification with certain sport in SNS setting was a matter for deciding whether purchasing sport product.

KEYWORDS: SNS, purchase intention, social capital, TAM, sport identification
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U.S. Sports Academy2016-04-22T10:07:23-05:00April 22nd, 2016|Sports Management|Comments Off

Investigation of Corporate Social Responsibility Activities (CSR) of Fan Organizations

Authors: Ugur Sonmezoglu*(1)

(1) Ugur Sonmezoglu is a Research Assistant Dr. in the Department of Sport Management at the Pamukkale University, Turkey.

*Corresponding Author:
Ugur Sonmezoglu, Ph.D.
Faculty of Sport Sciences, Pamukkale University
Kinikli, Denizli, 20140
ugur_81@hotmail.com
+90-258-2961442

ABSTRACT
The aim of this research was to reveal purposes and effects of corporate social responsibility (CSR) activities of fan clubs. Qualitative research methods were used in the research. Interview and document analysis method were used as a data collection tool. 20 activities of Besiktas (BJK) Karadeniz Eregli Association, Fenerbahçe (FB) Biga Associations, FB Bolu Association, Trabzonspor (TS) Vira Fan Group and Galatasaray (GS) Ultraslan fan clubs, making up the sampling group of the research, were examined by document analysis method. Subsequently, interviews were held with the representatives of these fan organizations. According to the research results, it was revealed that the purposes of fan organizations in CSR activities were dissemination of social awareness, social benefit and realization of advocacy mission; and a process was followed up such as receiving requests from the needy for CSR activities, partnership with non-governmental organizations, fundraising, revenue item formation, and usage of social media and communication tools; and professional approach style in CSR activities, encouragement by the club and the size of fan organizations in social media access webs gave an advantage to CSR projects to succeed.

Moreover, it was observed that CSR activities of fan organizations had favorable effects on the soccer clubs such as strengthening of club image, increasing fan loyalty, gaining supporters and financial contribution to the club. Finally, it was observed that CSR activities had favorable effects on the approach of soccer club to fan organizations, differentiation of fan organization from other fan organizations, on forming good relationships with other fan organizations, on gaining respect, trust and image to fan organization, mingling in fan organizations, growth of fan organizations and increase in loyalty to fan organizations.

KEYWORDS: Fan Organizations, Corporate Social Responsibility, Qualitative Research
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U.S. Sports Academy2016-04-21T09:00:37-05:00April 15th, 2016|Contemporary Sports Issues, Sports Management|Comments Off

Is Gambling Preference Affected from Team Identification?

Authors: Necmettin Parlak, Unal Karli*(1),

(1) Unal Karli is faculty member of Izzet Baysal University, School of Physical Education and Sport. His research area is sport management and marketing.

*Corresponding Author:
Unal Karli, PhD.
Izzet Baysal University, School of Physical Education and Sport
Gölköy, Bolu, TURKEY
unal_karli@hotmail.com
mobile phone: +90 505 767 1169

ABSTRACT
The purpose of the present study was to determine whether any relationship existed between team identification levels and gambling preferences of sport consumers who put bets on the games of their supported football team. The subject group of the study was composed of university students (N=223) who were participating in football bets. Turkish version of Sport Spectator Identification Scale (15) and a vignette developed by the researchers, to identify the bettors’ team preferences while placing bets on the games (national league, European league and derby games) of their supported team, were the data collection instruments. According to the 3×2 Two-Way Contingency Table analysis, results pointed that significant relationship existed between the team identification level and betting preferences only in the case of derby games, (χ2(2, N=223), 6.03, p=.04, Cramer’s V= .164). No significant relationship was identified between the team identification levels and betting preferences of the subjects in the cases of national league, (χ2(2, N=223), 3.47, p=.18, Cramer’s V= .125) and European league games, (χ2(2, N=223), 3.92, p=.14, Cramer’s V= .133). As a conclusion, it could be said that team identification is a determinant factor in bettors’ team preferences in derby games. The results of this study would be beneficial in identifying the betting behavior pattern of football gamblers who constitute a huge market in sport industry.

KEYWORDS: gambling, psychological adherence, loyalty, fan behavior, football
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U.S. Sports Academy2016-04-26T08:02:39-05:00April 8th, 2016|Sports Management|Comments Off

A Research On Soccer Teams’ Brand Associations

Authors: Yavuz YILDIZ*(1)

(1)Yavuz YILDIZ is the assistant professor at the School of Physical Education and Sports, Celal Bayar University. His primary research focus is investigating sport marketing and sponsorship.

*Corresponding Author:
Yavuz YILDIZ, PhD
School of Physical Education and Sports, Celal Bayar University
Manisa Turkey, 45040
yavyildiz@hotmail.com
+902362314645

ABSTRACT
The identification of brand associations of consumers with respect to sports teams has a crucial role in decisions of sports managers who aim at enhancing the efficiency of their marketing endeavors. The objective of this research is to measure brand associations considering soccer teams and investigate the significance of brand associations attached to soccer teams. Seven-hundred and forty-nine soccer team supporters participated in this research. As a result of the research, it has been found that success, social interaction and brand marks are the most significant brand association dimensions for soccer teams.

KEYWORDS:brand associations, sports, soccer teams
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U.S. Sports Academy2016-03-29T09:09:42-05:00March 18th, 2016|Sports Management|Comments Off

The Multi-Sport Sampling Plan: A Price Bundling Option for Collegiate Athletics

Authors: Mark Mitchell*(1) and Dennis Rauch (2)

(1) Mark Mitchell (DBA, Mississippi State) is Professor of Marketing and Chair of the Department of Marketing and Hospitality at Coastal Carolina University in Conway, SC.

(2) Dennis Rauch (PhD, University of Iowa) is Professor of Marketing at Coastal Carolina University in Conway, SC.

*Corresponding Author:
Mark Mitchell, DBA
Chair, Dept. of Marketing and Hospitality
Professor of Marketing
NCAA Faculty Athletics Representative (FAR)
Coastal Carolina University
P. O. Box 261954
Conway, SC 29528
mmitchel@coastal.edu
(843) 349-2392

ABSTRACT
This manuscript examines the potential for a Multi-Sport Sampling Plan as a price bundling strategy for collegiate athletics. Here, fans would receive entry to one game per sport to be used at their discretion. Such a sampling plan could increase current revenue and fan attendance while concurrently developing future ticket sales opportunities to these new fans based on their positive game day experience. This manuscript examines: (1) current price bundling strategies in the hospitality industry applied to athletics; (2) local market conditions that could aid in the successful development of a Multi-Sport Sampling Plan, and (3) implementation issues for athletic ticketing professionals.

KEYWORDS: ticket mini plans, athletic ticketing, price bundling (more…)