Sports Management Commons^™

Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin

Honors College Theses

Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …

From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough

Association of Marketing Theory and Practice Proceedings 2024

A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate …

Student Perceptions And Preferences Of University-Affiliated Athletic Merchandise And Logos, Robin Hardin, Michelle L. Childs, Kirby D. Simpson

Journal of Applied Marketing Theory

College sports are certainly ingrained in the fabric of American society, and a significant aspect of this phenomena is the pageantry associated with college sports. This pageantry includes team logos and official team colors, and both are important aspects of fandom and team identification. Utilizing social identify theory as the theoretical framework for this research, the purpose of this study was to examine students’ university-affiliated athletic merchandise and logo preferences and related behaviors. Two focus groups were conducted with results showing three major themes, where students demonstrated polarizing views and opinions. These themes were (a) fashion and function, (b) orientation …

Consumer Decision-Making On Golf Equipment: Impact Of Emerging Strategic Organizational Goals And Supply Chain Intricacies, Faith A. Hopkins, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2023

The game of golf is incredibly historic and enjoyed by many people from numerous different age groups across many parts of the world. The research involving the game of golf is often limited to the topics of golf club engineering and injury prevention within the game. The consumer decision-making process for golf equipment has been primarily under-researched. This study explores the consumer decision-making process involving golf equipment and provides propositions to achieve strategic organizational goals. Propositions are made concerning supply chain intricacies containing the inclusion of personalization and customization and including women's equipment displayed in marketing activities. There is room …

The Perceived Impact Of The New Rules Regarding Name, Image, And Likeness (Nil) In Intercollegiate Sports, Sam Fullerton, Ron Wade, Ronald Dick, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2023

New rules allow college athletes to earn significant income from a multitude of activities common among professional athletes. These activities include allowing athletes to profit from the sale of intellectual properties that bear their name, image, or likeness (NIL); additional opportunities include blogs, social media posts, camps, and autograph sessions. Early perceptions of the impact of these new NIL rules have been far from unanimous. A sample of 404 students from five American universities provided feedback regarding their perceptions of nine NIL-related considerations: the impact that the new NIL rules have had on college sports, if the athletes benefit, whether …

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

Association of Marketing Theory and Practice Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

A New Way Of Learning: Student Revelations From A Sport Development Service-Learning Course, Deondra E. Johnson

Eagle Showcase: Excellence in Service-Learning

No abstract provided.

Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz

Association of Marketing Theory and Practice Proceedings 2022

Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in …

Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska

Association of Marketing Theory and Practice Proceedings 2022

Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2020

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

Predicting Thrill Seeking Behavior, Matthew I. Keane

Honors College Theses

Extreme sports, sports characterized as involving speed, height and danger, have become an increasingly popular pastime around the world and have grown into a $250 billion industry. As a result of the inherent risks of taking part in these extreme sports, the most common participants are thrill seeking, risk taking, and often reckless. Known as the type-T personality type, these extreme sensation seeking individual’s constantly seek out new experiences that will stimulate their mind and frequently find their thrill by participating in extreme sports. The goal of this study is to determine various factors that will influence an individual’s thrill …

Georgia Southern College Sports Scrapbooks, Zach S. Henderson Library Special Collections

Finding Aids

This collection includes oversized scrapbooks of local and regional newspaper clippings about college sports at Georgia Southern College. Many of these volumes were prepared by Richard Mandes as head of Georgia Southern College Publicity.

Find this collection in the University Libraries' catalog.

The Formation Of A Student-Athlete Trust Fund: Compliance And Tax Implications, Stephanie Gratto

Honors College Theses

This study reviews the possible tax and compliance issues of a student athlete trust fund as proposed in the case O’Bannon v. NCAA. With the possibility of the creation of a trust fund comes a myriad of issues to consider. The following review of the literature will review pertinent literature on the topic. Interviews were conducted with athletic directors of three universities and with three tax partners in Atlanta tax firms in order to determine potential compliance and tax implications. These interviews outline possible issues and solutions that may rise from the formation of the trust.