Sports Management Commons^™

Esports Audience Segmentation: Means-End Chain Approach, Deokkyung Ock

Theses and Dissertations

As live-streaming platforms have fueled esports’ rapid growth, they have also diversified content from competitive matches to casual gameplay, creating a complex audience landscape. To capture this diversity, the present study applied means-end chain (MEC) theory to: (1) examine how esports audiences cognitively associate different content attributes with their expected consequences and underlying personal values; (2) segment esports audiences based on these unique MEC structures; and (3) compare consumption frequency of both watching and playing esports across the identified segments.

The current study adopted exploratory sequential mixed methods to achieve the study’s objectives. In Study One, in-depth interviews with 22 …

The Mediating Role Of Gratifications In Gamified Ai Chatbot Engagement: Astimulus-Organism-Response Approach, Deukmook Bae

Theses and Dissertations

Recent technological advancements and evolving consumer preferences have prompted a substantial shift from live sport attendance to mediated sport consumption, particularly among younger audiences. In response, enhancing the quality of mediated sport experiences has become a strategic priority for sport marketers seeking to maintain consumer engagement and market relevance. Although second-screen usage has been introduced to support this transition, its effectiveness remains uncertain due to limited interactivity, lack of personalization, and the potential for user distraction.

To address these limitations, AI chatbots have emerged as a compelling alternative, offering adaptive, user-centered interactions that promote deeper engagement and enrich the mediated …

The Impact Of Artificial Intelligence On The Sport Industry: Trademark Challenges And Legal Issues For Sport Brands, Suji Kim

Theses and Dissertations

This study explores the intersection of artificial intelligence (AI) and trademark law, focusing on the implications of AI-driven brand management in the sport industry. As AI technologies increasingly shape marketing strategies, particularly through fan engagement and content creation, they present new legal challenges, especially concerning trademark infringement, false endorsement, and the protection of athletes’ Name, Image, and Likeness (NIL) rights. The study analyzes key legal issues arising from AI’s role as both a tool and a potential legal actor in brand management, emphasizing the evolving definitions of “use in commerce” and the liability of sport organizations and third-party platforms.

Through …

Navigating Survival: Trans Adults’ Information Practice In South Carolina, Rhys R. Dreeszen Bowman

Theses and Dissertations

This community-based action research dissertation has two parts. First, through interviews with 25 trans adults in South Carolina, I asked how trans people use information to survive. The findings indicate that while trans people face significant financial, medical, legal, and social barriers, they are generally well-equipped to navigate them. I identified the following themes from the interviews: Identity practices shaped information outcomes. Participants' understanding of themselves as trans impacted how they evaluated and used information. 2) Participants preferred to find information from within trans communities. The internet was a popular place to seek information because it was a way for …

Artificial Intelligence In Sport Management: A Systematic Review, Scale Development And Validation, And Implications, Kemardo Tyrell

Theses and Dissertations

The democratization of intelligent systems and their ubiquitous presence across the sport industry have created an urgent need to understand the current environment and how stakeholders perceive artificial intelligence (AI) as it reshapes decision-making, engagement, and organizational design. This three-manuscript dissertation conceptualizes artificial intelligence as a contested domain shaped by stakeholder meaning-making, consumer perception, and shifts in organizational practice. The first manuscript provides a systematic review of AI in sport management using the PRISMA framework, mapping how AI has been conceptualized as a methodological tool or contextual innovation across the sport industry segmentation (performance, production, and promotion). The second manuscript …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

Athlete Decision-Making Process In The Liminality After Career-Ending Injuries, Grace Davie

Theses and Dissertations

This qualitative study explored the decision-making process of athletes in the liminal period immediately following career-ending injuries. While existing research has examined transition challenges and coping strategies, there remains a critical gap in understanding how athletes actively make decisions that shape their post-sport trajectories during this crucial period. Using Crisis Decision Theory (CDT) as a theoretical framework, this study investigated athletes' overall experience, support systems, injury severity assessment, and response option determination and evaluation during the immediate post-injury decision-making process. Key findings demonstrated that athletes' decision-making processes closely aligned with CDT's three-stage framework: assessing injury severity, determining response options, and …

Who’S On First, What’S On Second An Analysis Of Major League Baseball Fans And Multiple Points Of Attachment, Ryan W. Dastrup

Theses and Dissertations

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How Passion Functions In Sport Applicant Attraction: A Biometric Approach, Jiayao Qi

Theses and Dissertations

Passion has been extensively researched from the perspective of athletes, entrepreneurs, and employees. In this dissertation, the researcher conducted an in-depth investigation of the way passion functions in sport job attraction. The two-stage experimental design combines the pioneer biometric methodology with qualitative inquiry, and 25 job seekers selected from a larger sample participated in the biometric lab. Results indicate that the interplay between cognitive and affective appraisals is critical in explaining sport job seekers’ highly individualistic and discriminative attraction toward work opportunities in sport. In particular, sports job seekers foster work passion through their multiple identifications with sport (playing history, …

Faith, Trust, And Pixie Dust: Understanding The Visions And Responsibilities Of The Varsity Esports Program Director, William Alan Fisackerly

Theses and Dissertations

The budding esports scene has drawn attention from higher education institutions in North America, who are growing community, competitive, and pedagogical esports initiatives. Varsity Esports Programs (VEPs) have proliferated since Robert Morris launched the first varsity program in 2014, with over 12,800 players from 650 institutions competing in the Spring 2023 National Association of Collegiate Esports (NACE) Starleague season alone (Butler University Set To Host NACE Starleague’s Spring 2023 Grand Finals, 2023). Despite this growth, little is known about the Varsity Esports Program (VEP), specifically from the perspective of the directors that oversee their operations. Previous work exploring the creation …

How Organizational Structure And Power Dynamics Impact Decision Making—An Empirical Investigation Of General Manager Turnover In The National Basketball Association, Xiaoan Huang

Theses and Dissertations

This dissertation examines the factors affecting GM dismissals in the NBA. Although there is limited consideration of executives in sport, scholars argue that GMs play a critical role within professional sport organizations, as they are generally involved in both business and on-field operations of the team. While there is some understanding of the impact that GMs have on organizational performance in sports, there is a lack of consideration of the tenure of executives and the factors that lead to turnover in these positions. As such, there is a critical need for further examination of GMs in sport. Following power theory …

Southeastern Conference (Sec) International Student-Athlete (Isa) Career Transitions - A Cultural Intelligence (Cq) Perspective, Tsu-Lin Yeh

Theses and Dissertations

This dissertation investigated international student-athletes’ (ISAs’) transition experiences of being recruited for, matriculating in, and then leaving high-performance and commercialized Southeastern Conference (SEC) institutions. Adopting the Cultural Intelligence (CQ) theory, this dissertation specifically examined how the four CQ elements (metacognition CQ, cognition CQ, motivation CQ, and behavior CQ) existed in an ISA’s transition process. CQ explains a person’s capability for performing well in culturally diverse environments (Fang et al., 2018). Traditional CQ studies have been utilized to manage international organizations’ diversity and inclusion (Triandis, 2006), particularly regarding employee retention, career transition and development (Mangla, 2021). However, although sports management is …

Platform Of Growth: An Analysis Of Earnings And Social Media Engagement Among Esports Athletes, Colleen Marie Dibble

Theses and Dissertations

Esports consists of online gaming, cyber sport, and virtual sport in a highly competitive environment. The industry has grown tremendously over the last 30 years (Leroux-Parra, 2020). Professional esports competitions are often now contested with a large scale, global audience, and millions of dollars potentially at stake in some competitions. Hundreds of esports athletes earn a living from the multi-billion-dollar esports industry. In addition to players earning salaries and prize pool money in a professional setting, many colleges have offered scholarships to enrolled students and have begun to offer esports-related curriculums (Dominguez, 2022). Networks such as ABC, ESPN, and TBS …

An Examination Of Celebrity Product Involvement And Endorsement Effectiveness, Eric Nichols

Theses and Dissertations

The purpose of this study was to investigate celebrity product involvement and its relationship with endorsement effectiveness. Due to the increased leverage in creating their own brands, celebrity athletes are increasingly engaging in entrepreneurial endeavors such as collaborations on product development, an investment relationship, and outright ownership and creation of a brand or product. This paper also studied the extent which parasocial interactions and athlete identification may moderate endorsement effectiveness in the form of brand attitudes as well as what role product congruence may play.

Participants were recruited to complete an online survey that exposed them to manipulations of narrative …

“No Tits In The Pits!”: An Exploratory Analysis Of The Experiences Of Female Decision Makers In Motorsports In The United States, Alexia Pedo Lopes

Theses and Dissertations

This study explored the lived experiences of sixteen women who have decision-making roles in motorsports in the United States. The purpose was to shed light on the experiences of women who broke the glass ceiling in this unexplored male-dominated industry (Glass & Cook, 2016). The challenges these women encountered along with the mechanisms they employed to navigate those, and finally their motivation to continue pursuing a career in this industry, were assessed via in-depth semi-structured interviews and then the data was analyzed following a constant comparison thematic analysis. Challenges and coping mechanisms were classified according to the four levels, namely …

Sport Venue Quality: Measurement, And Its Impact On Spectator’S Sustained Consumption Intentions, Dae Eun Kim

Theses and Dissertations

The aim of the current study was to reconstruct the sport venue quality dimensionsas an autonomous quality with a utilitarian perspective and examine the impact on spectators’ perceived risk, price perception, and sustained consumption intentions. Venues for National Basketball Association (NBA) and Major League Baseball (MLB) games that mostly represent indoor and outdoor sporting facilities were chosen, and subjects were spectators who have experience of attending professional team sport events in sport venues. The study employed an online survey for data collection, and a total of 595 samples were utilized for data analyses. The data set was randomly split into …

Does The Tendency Of Loss Aversion Depend On The Level Of Competition? Evidence From Multilevel Esports Tournaments, Zeqing Mao

Theses and Dissertations

This dissertation investigates the relationships between the level of experience, the magnitude of payoffs, and the significance of loss aversion within the context of esports. In the behavioral economics literature, loss aversion describes why individuals prefer avoiding losses to obtaining equivalent gains depending on a reference point. While previous studies predominantly capitalize on experimental methods to examine how the significance of loss aversion is affected by market experience and payoff magnitude, there is also a growing body of research that examines the behavioral properties of loss aversion outside laboratory environments, with sport being one of the most utilized settings. This …

An Examination Of Sport Ticket Price Acceptability And Surcharge Transparency In Partitioned Pricing, Misun Won

Theses and Dissertations

There has been a recent price policy change in the sport industry that ticket resale companies attempted to reveal any additional fees upfront to increase price transparency and protect consumers in the marketplace. This policy change was announced in early 2020 (Thompson, 2020). However, as the coronavirus outbreak affected live events to be canceled, become virtual, or have a limited facility capacity (Apstein, 2020; Perry, 2020), it disabled the resale companies to see consumer responses to their policy change that may increase or decrease ticket revenues. In addition, charging additional fees to the ticket face value is a form of …

“The Lifeblood Of College Sports”: The Ncaa’S Dominant Institutional Logic And The Byproducts Of An (Over)Emphasis On Recruiting, Chris Corr

Theses and Dissertations

In big-time college football, successful recruiting is the foundation on which winning programs stand. Power-5 football and men’s basketball operate under a dominant institutional logic that values generating revenue above all else. Winning generates revenue and, accordingly, Power-5 stakeholders are often engulfed in their unique athletic roles. The system propagates adherence to a singular focus that emphasizes winning and revenue generation. This dominant institutional logic governing big-time college football has been dubbed jock capitalism (Southall & Nagel, 2009). While prominent theorists have analyzed college sports through an institutional logic perspective, a systematic examination of the Power-5 football recruiting process has …

The Impact Of Consumer Perceptions Of Tanking On National Basketball Association Attendance, Hua Gong

Theses and Dissertations

This dissertation studies the impact of consumer perceptions of tanking on National Basketball Attendance (NBA) attendance. The prevalence of tanking in the NBA raised concerns that some teams were purposely avoiding winning games in order to improve their draft position. The majority of previous studies on tanking have focused on developing empirical evidence of the existence of tanking in sport. Yet, no study systematically explored the impact of perceived tanking behavior on consumer demand for sport. As tanking teams rarely reveal their tanking strategy to the public, fans may not correctly identify tanking behavior in sport, and thus are likely …

The Economic Impact Of Tennis In South Carolina, Xue Zhang

Theses and Dissertations

This aim of this study was to estimate the economic value eighteen junior tournaments held in South Carolina in 2019. Over two hundred surveys were sent out to junior player and fifty two responses were received. Factors in the survey including transportation, gender, age, household income, on-site and off-site expenditure contributed to results in this paper. After analyzing the data collected, significant results were discovered.

Comparing The Success Of Official Sponsors And Ambush Marketers: An Event Study Analysis Of Brazil Following The 2014 Fifa World Cup And 2016 Rio De Janeiro Summer Olympic Games, Timothy Koba

Theses and Dissertations

Mega sporting event hosting and sponsorship garner billions of dollars in investments from countries and companies, but their effectiveness has yet to be definitively determined. If the announcement of a host country serves as a signal to the investors who comprise a market, then there should be an increased return in response to the announcement. Similarly, if companies are activating their sponsorships during a sporting event there may be a higher return than what would be expected otherwise. The evaluation of the 2016 Summer Olympic Games held in Rio de Janeiro demonstrates that the announcement did not impact the market …

Newcomer Student-Athlete Perceptions Of Coaches’ Socialization Strategies: Scale Development, Evelyn Su Jara-Pazmino

Theses and Dissertations

In this era of multi-million dollar paydays, the need to fill arenas and the pressure to win has increased dramatically. In order to build a winning program, the coaching staff turns to national and international recruiting. According to David Ching, Senior Contributor of Forbes, “Nearly every Power Five college athletics program spends more than $1 million per year on recruiting” (Ching, 2018). The fact that student-athletes have a limited time of four years of eligibility to perform for their institutions, results in a continuous influx of newcomers to the team. Student-athletes with a diverse cultural background have to adapt to …

The Downside Of National Team Identity: A Model To Measure Negative Outcomes Of Team Identity, Fei Gao

Theses and Dissertations

Team identity has been a prevailing subject and has drawn a wide range of attention from both academia and the sport industry. The previous literature indicates that team identity had significant impact on team-related purchases, game attendance, TV viewership, loyalty, other social identities (e.g., national identity), etc. However, the majority of team identity studies were merely focused on unveiling these positive outcomes of team identity. Little is known about how team identity works on fans’ negative sentiment toward outgroup members. The purpose of this dissertation was to establish a model to measure the effect of team identity on xenophobia and …

Systemic Barriers And Facilitators Of Help-Seeking And Highly Performing Individuals In Business And Sports, Jonathan N. Weller

Theses and Dissertations

The mental health and wellbeing of highly performing individuals in business and sport demands attention due to the high costs (personal and financial) that disruptions can create for these individuals and their organizations or teams. Utilizing 13 interviews with support professionals (e.g., executive coaches, psychologists), this study explored factors affecting help-seeking and wellbeing amongst high-performing athletes and executives, consequences of not seeking help, and similarities present in business and elite sports environments. Themes including stigma, career consequences, logistics, culture, and isolation of leadership were identified as factors inhibiting help-seeking and wellbeing. Service delivery factors, organizational resources and policies, and leadership …

“We Need Dawgs!”: Narrative Construction Of Athletic Identity Among Black High School Football Players, Victor Dion Kidd

Theses and Dissertations

Previous empirical inquiry of athletic identity (Brewer, Van Raalte, Linder, 1993) and participation has failed to examine how such identities and roles are developed at the high school level of competition. While focusing on salient athletic identities or role sets are important, research literature should target how devotion to athletic identities, roles, and responsibilities are developed and communicated to adolescent athletes by social interactions. Therefore, while adopting Narrative Identity Theory (Loseke, 2007; McAdams & McLean, 2013; Polkinghorne, 1991; Smith 2010) as an appropriate lens, the current study investigated how athletic identity, roles, and responsibilities are developed through complex interaction and …

Investigating Managerial Priority Of Environmental Inputs And Outputs In Public Assembly Venues, Walker Ross

Theses and Dissertations

This study was focused on understanding how managers of public assembly venues prioritize the various manager-perceived environmental inputs and outputs of the operation of their building when making decisions on environmental sustainability. Such research is necessary as there was little to no understanding of the operational impacts of sport on the natural environment. A survey of managers of public assembly venues that utilized the best-worst scaling method of experimental design and analysis was utilized to gather data that appropriately addressed the research question posed by this study. Findings suggest that managers prioritize the environmental inputs and outputs of their buildings …

Finding The Perfect Match: Dimension Analysis And Development Of The External Sponsorship Congruence Scale, Kelly Evans

Theses and Dissertations

The biggest problem interfering with effective sport sponsorships is marketing clutter and the negative impact it has on sponsorship recall accuracy (Cornwell & Relyea, 2000; Rumpf, 2012; Seguin & O’Reilly, 2008). Previous research shows that external sponsorship congruence plays an important role in how consumers remember and recall sport sponsors (Cornwell et al., 2005; Fleck et al., 2012; Jagre et al., 2001; Olson & Thjømøe, 2011; Solomon, 1996; Stangor & McMillan, 1992), ultimately influencing consumer attitudes and behavior (Close & Lacey, 2013; Gwinner & Bennett, 2008; Lee & Thorson, 2008; Simmons & Becker-Olson, 2006). Great strides have been made in …

Child Sport Fan Behavior: An Examination Of The Effects Of Socialization, Branding, And Alternatives On Children’S Psychological Connections To Sports Teams, Katherine Rose Nakamoto Reifurth

Theses and Dissertations

This three-study dissertation focuses on child fans of professional sport teams and the ways in which they become fans and attach themselves and connect to these sport brands. In Study 1, the researchers focused on the socialization into fandom of young children and the effects of communities and the game-day environment on this socialization utilizing qualitative observations and interviews with children ages 6 to 14 and resulted in an expanded understanding of the dame-day aspects that attract and excite children most. In Study 2, the researchers focused on the aspects of a new team’s brand that children ages 5 to …

Premium Seating In College Athletics: Trends Of Today And The Future, Kendra Holaday

Theses and Dissertations

The purpose of this study is to assist college athletic departments in attracting more fans to premium seating areas within their football stadiums. Existing research covers professional sporting venues in depth, but lacks volume regarding collegiate athletics. Due to the minimal knowledge and research recorded on premium seating in college football venues, there is a crucial need for the gap in research to be filled. The interviewing method and qualitative research was used to gain information on premium seating within college football venues. During the interview process existing premium seating, renovations in progress, and future addition plans were all explored. …