Digital Commons Network^™

Sport Team Mascots As Communication Tools: Determinants Of Mascot Twitter Followers, Youngmin Yoon, Shintaro Sato, Andrew Goldsmith, Yosuke Tsuji

Global Sport Business Journal

The sporting world has experienced a major impact with the emergence of social media as it has helped bridge the communication gap between fans, athletes, and professional organizations. One effort to further improve communication between fan and organization is to utilize a mascot in social media. Sports teams can disseminate information to numerous fans through mascot Twitter account and improve their promotion strategies. Drawing on the theory of reasoned action (TRA), this study was designed to examine determinants of team mascot Twitter followers. Analyzing 76 mascot Twitter accounts (i.e., 17 NFL, 25 NBA, 18 MLB, and 16 NHL), the current …

Generation Multitasker: How Millennials Use Second Screens While Watching Televised Sport, Ryan Vooris, Kerry Fischer, Chase M. L. Smith, Rebecca M. Achen

Global Sport Business Journal

People born between 1980 and 2000 are commonly known as the Millennial generation (Gurau, 2012). Millennials are digital natives of a 24/7 online, there’s an app for everything, social media-rich landscape in which older generations will always be, to some degree, foreigners. Through the use of a survey, this study examined how a sample of 303 Millennials use mobile devices such as a smartphone or tablet to text, utilize mobile apps, and check social media while watching sport on TV. Their responses indicated the importance of using a second screen to pass the time during commercial breaks and stay informed …

2016 Gsba Conference Abstracts, Gsba

Global Sport Business Journal

No abstract provided.

Are Sport Management Faculty Biased? An Examination Of Faculty Perceptions Of Male And Female Students’ Applications For A Job In Sport, Heidi Grappendorf, Laura Burton

Global Sport Business Journal

Despite an increase in female enrollment in traditionally male dominated areas, the enrollment of women in sport management academic programs is not near equal that of men’s programs. Further, women are underrepresented in the management ranks of professional sport and many areas of collegiate sport. To examine if biases exist regarding perceptions of appropriate jobs for sport management students, faculty (n =136) were asked to evaluate a fictional student for a job based upon a description working in the WNBA or NFL. Results indicated participants perceived differences in male and female students, as the female student was viewed as more …

Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline

Walden Dissertations and Doctoral Studies

Franchised small businesses will not survive their first 5 years if they cannot implement marketing strategies that appeal to their customers. The purpose of this multiple case study was to explore the marketing strategies that successful franchise small business leaders used to retain customers. The population comprised 4 business leaders at franchise small businesses in North Carolina. Competitive advantage theory and blue ocean theory grounded this study. Data were collected using semistructured face-to-face interviews and review of company marketing materials. Data were thematically analyzed, and 6 themes emerged: personalization of customer service, market segmentation, innovative advertising, networking, brand identity, and …

2016 Georgia Southern University Men's Soccer Roster, Georgia Southern University

Men's Soccer Records

• 2016 Men's Soccer Roster

2016 Georgia Southern University Women's Soccer Roster, Georgia Southern University

Women's Soccer Records

• 2016 Women's Soccer Roster

2016 Georgia Southern University Softball Roster, Georgia Southern University

Women's Softball Records

• 2016 Softball Roster

2015-2016 Georgia Southern University Basketball Media Guide, Georgia Southern University

Men's Basketball Records

• 2015-2016 Media Guide Men's Basketball

2015-2016 Georgia Southern University Women's Basketball Roster, Georgia Southern University

Women's Basketball Records

• 2015-16 Women's Basketball Roster

At A Glance, Georgia Southern University

Georgia Southern at a Glance (2011-2016)

No abstract provided.

Graduate Catalog, Georgia Southern University

Graduate Catalogs

No abstract provided.

2016 Spring Commencement, Georgia Southern University

Commencement Programs

No abstract provided.

Undergraduate Catalog, Georgia Southern University

Undergraduate & Graduate Catalogs

No abstract provided.

The Right Way To Write: An Academic Writing Guide For First Year Undergraduates, Mary O'Rawe, Brian Murphy

Student Resources

This booklet has been designed to provide a first-year undergraduate student with a single source of information and guidelines to help them produce better work at the level of writing required at college. It is intended for first-year undergraduates, whether on a level 7 or level 8 degree, so that they can start to build the skills and learning required on the student journey towards their degree.

What Is Wrong With Chinese Soccer? Consumers’ Attention, Involvement, And Satisfaction, Bo Gong, Nathan D. Pifer, Jerry J. Wang, Minhong Kim, Minkil Kim, Tyreal Y. Qian, James J. Zhang

AMTP Proceedings 2016

While Chinese supporters represent one of European soccer’s fastest-growing fan bases (Sporting Intelligence, 2011), the high-level of enthusiasm surrounding the European soccer leagues does not seem to be shared with China’s domestic league, the Chinese Super League (CSL). Soccer is in fact the most popular sport in China; however, locals have developed an attitude of resentment toward the product as they appear unhappy and unwilling to attend and watch CSL events, nor consume licensed CSL products. Based on these observations, the purpose of this study was to investigate Chinese soccer fans’ levels of satisfaction and dissatisfaction on the basis of …

Re-Branding: The Case Of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, Ronald Dick

AMTP Proceedings 2016

In late July 2011, administrative trademark judges in the US Patent and Trademark Office ruled, in a 2-1 decision, that the University of Southern Mississippi would have to discontinue the use of its Golden Eagle logo because it was too similar in appearance to the University of Iowa Hawkeye (Hinton, 2011). Administrative trademark judge David Bucher wrote in his majority opinion that he backed Iowa's claim that there would be "the likelihood of confusion" in merchandise sales between the schools and the “the overall similarity in appearance of the marks on the goods, particularly in light of the use of …

Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams

AMTP Proceedings 2016

Despite the immense focus on revenue generation in college sport, only a small number of NCAA Division I institutions have come to agreements with naming-rights sponsors for their football stadia (Popp, Eddy, & McEvoy, 2015). The key underlying issue is that many institutions are concerned about the effect a corporately-named football stadium will have on key stakeholders, and whether this commercialization will be seen as an attack on tradition (Bentubo, 2007). However, fans’ attitudes toward naming rights relative to their perceptions of tradition and their attachment to college football stadiums are two areas which have received some attention in the …

An Ideal-Type Through Innovation Diffusion: Recording The Construction History Of Football Stadiums In The National Collegiate Athletic Association Division I Football Bowl Subdivision (Fbs), Patrick Michael Tutka

LSU Doctoral Dissertations

Dr. John Bale (1984) argued sport scholars need to examine whether innovation diffusion occurred in sport. Rogers (1962, 2003) argued innovation diffusion process involves the following: 1) an innovation; 2) an available communication system(s); and occurs 3) over time; and 4) among members of a social system (p. 11). This project also adds geography as suggested by Bale (1984) and Hagerstrand (1952, 1953) to the study of innovation diffusion. The purpose of the current project is to examine whether innovation diffusion exists within the strong social system of college football. The study involves the collection of data on college football …

Episodic Volunteering And Retention: An Integrated Theoretical Approach, Melissa K. Hyde, Jeff Dunn, Caitlin Bax, Suzanne K. Chambers

Research outputs 2014 to 2021

Episodic volunteers (EVs) are vital for non-profit organization activities. However, theory-based research on episodic volunteering is scant and the determinants of episodic volunteering are not well understood. This study integrates the volunteer process model and three-stage model of volunteers’ duration of service to explore determinants of EV retention. A cross-sectional survey of 340 EVs assessed volunteering antecedents, experiences, and retention. Social/enjoyment (β =.17) and benefit (β = −.15) motives, social norm (β =.20), and satisfaction (β =.56) predicted Novice EV (first experience) retention, satisfaction (β =.47) and commitment (β =.38) predicted Transition EV (2-4 years intermittently) retention, and supporting the …