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This study explores the process of social capital development and the influence of space that leads to the formation of different types of social capital among mega sport event volunteers. A qualitative approach was utilized to ensure the collection of in-depth data on participants' subjective volunteering experience and its relation to the creation of social capital. Findings revealed the development of social capital by the volunteers both in and out of event venues, which are defined as event related and peripheral spaces. The process of developing network through bridging was attributed to the proclivity of peripheral spaces to provide proximity and composition necessary to build and enrich interactions, while bonding was the primary mechanism to associate with others on event-related places. [ABSTRACT FROM AUTHOR]

The purpose of this study was to develop a gratification model to encompass the motivations and usage patterns involved with sport team mobile apps. The hypotheses were tested by a structural equation modeling with single-group and multiple-group (i.e., age and gender) levels. The results indicated that of the 11 motivational factors, seven (i.e., Information Seeking, Convenience, Economic Incentives, Entertainment, Fantasy, Curiosity, and Parasocial) directly influenced Continuance Intention. The findings also revealed some moderating effects--exerting the relationship between motivations and continuance intention--by gender and age. Moreover, as many sport scholars (e.g., Robinson & Trail, 2005) have pointed out the different motivational drivers between different leagues (e.g., National Football League vs. Major League Soccer), a multiple-group factor analysis in the current study also demonstrated that there were significant mean differences among the two groups. The study results shed light on what specific gratifications (i.e., utilitarian, hedonic, and social) users obtain via sport team mobile apps by conducting a first-second factor analysis--integrating a hierarchical concept of sport team app motivations. Overall, the model of sport team mobile apps proposed in this study can be used by sport marketing professionals to assist in enhancing more customer-oriented information systems (IS) for increased sport media consumption. Keywords: sport team, mobile app, uses and gratifications, media consumption, motives, It has only been a decade since mobile phones transformed from primarily communication-based devices into mobile computing systems facilitated by a myriad of applications (apps). As numerous competing technology developers [...]

Given the role and influence of head coaches within the student-athlete experience, high school athletic directors must ensure that the most effective individuals are leading the sports in their athletic department. To provide a more thorough understanding of the coaching evaluation process, this study analyzed interscholastic athletic directors' utilization of the performance appraisal process to evaluate the effectiveness of head coaches. Athletic directors (N=25) across school classification (i.e., 1A, 2A, 3A, and 4A) and school type (i.e., public and private) participated in the study, with saturation achieved through this sample size. The data were collected through semi-structured interviews and examined through thematic analysis. Three main themes emerged (i.e., elements of the coaching evaluation process, coaching evaluation form, and challenges in maximizing coaching evaluations) that provide deeper context into the key shared elements present within coaching appraisals in high school sports and describe how athletic directors engage in this evaluation process. [ABSTRACT FROM AUTHOR]

Athletic administrators and decision makers within interscholastic athletics are expected to embrace a code of ethics that serves as a set of rules to guide their professional behavior. Included within this code are areas of controversy that present gender-related ethical dilemmas for administrators. Three specific ethical dilemmas involve (1) providing equitable participation opportunities for students, (2) instituting ethical hiring practices for coaches, athletic administrators and educational leaders and (3) creating an environment and organizational culture that embraces fairness. This article examines these three critical dilemmas. (Contains 1 figure and 1 table.)

Job announcements often work to either encourage or discourage prospective applicants. The purpose of this investigation was to determine if gender bias existed within the job announcements for interscholastic athletic administrators. The study's results revealed that over a two-year period there were 301 advertisements for positions in the state analyzed. Of these positions, 220 (73%) required the applicant to coach a boys' sport, predominately football (94%). Sixty-eight percent of the announcements required the person to serve as the head football coach. In the state examined for this study, the head football coach is the exclusive domain of men as there are no women in that position. Thus, if the majority of the announcements required a person to hold the dual role of athletic administrator and head football coach, evidence of a systematic gender bias was present in the majority of the announcements. Hegemonic masculinity is sustained through such systemic practices.

Historically, males have almost exclusively controlled sport (Cashmore, 2000). While this control has been evident on the playing field (Sage, 1998) and in the media's coverage of sport (Kinkema & Harris, 1998), it has also been prevalent in all levels of administration positions in sport (Coakley, 2001). In intercollegiate athletics, the difficulties women have encountered in their attempts to assume management roles have been examined in detail (Acosta & Carpenter, 2002). This struggle has also taken place within the more grassroots level of sport governance: interscholastic athletics. The purpose of this study was to assess the status and success rates of interscholastic athletic directors (ADs), with a primary focus engender. Athletic directors from 423 high schools in two states participated in this study. The preliminary results of the study confirmed the expected findings that hegemonic masculinity was entienched within the governance of interscholastic athletics as evident in that 90% of the athletic directors were male. When assessing the success rate of the ADs, the results revealed that females who had penetrated the glass-ceiling of athletics management were as successful as their male counterparts, when success is measured as the rate of advancement. The findings indicated that when given the opportunity to serve in administrative positions, females will find success in interscholastic athletics governance. (Contains 1 table.)

Media coverage associated with nationalistic sentiments in mega sporting events has received scholarly attention. The authors extend existing research on the impact of two different types of commentaries (i.e., objective and color commentary) by conducting an experiment with a 2 (commentary condition) 2 (nationalistic sentiments) factorial design. Data from college students in Korea (N = 80) were collected to examine 1) the influence of commentary and nationalistic sentiments on team image and hostility and 2) the effect of commentary on attitudes toward products through team image. Moderated Multiple Regressions (MMR) showed that nationalistic sentiments moderated the effect of the commentary on the cognitive responses. Further, the Sobel test revealed that team image fully mediated the effect of commentary on attitudes toward products made in the opposing team's country. The results indicate that nationalistic sentiments in conjunction with media effects play an important role in international televised sports., Introduction Sport has emerged as one of the critical components of marketing strategies designed to promote national values during mega sporting events (e.g., Chalip, Green, & Hill, 2003). It has [...]

While the examination of brand extensions in sport has started to garner more attention, research on the use of professional sport teams as brand extensions of non-sport related corporate parent brands is limited. In particular, what has yet to be examined is the perceived impact ownership of these teams has on the parent brand. The authors sought to examine this effect by interviewing team executives of professional baseball teams in South Korea that are owned by corporate parent brands (e.g., the Samsung Lions, Kia Tigers). The results suggest that the teams are generally given power by the parent brand to operate autonomously, and there was some consensus that team performance does have an effect on parent brand image and sales of the parent brand's products and/or services. These findings shed light on the nature of using teams as brand extensions and provide a number of theoretical and practical implications., Introduction Baseball, while appreciated around the globe, has a long and rich heritage in South Korea. This is especially true at the professional level. The Korea Baseball Organization (KBO) consists [...]

The stress and coping theory posits that in the face of negative consumption situations, individuals experience a sequential process: primary appraisal, secondary appraisal, and behavioral outcomes. Drawing on the theory, the purpose of the study is to test (a) the mediating effects of coping strategies (i.e., secondary appraisal) between the severity of spectator dysfunctional behavior (SDB; i.e., primary appraisal) and revisit intention and (b) the moderating effects of self-construal (i.e., interdependence vs. independence). Across two studies, using a survey experiment (Study 1) and a repeated-measures survey experiment (Study 2), the findings indicate that coping strategies (i.e., active, expressive, and denial coping) significantly and uniquely mediated the relationship between the severity of SDB (high vs. low) and revisit intention. Furthermore, in responding to highly severe SDB, spectators with interdependent self-construal engaged more in active and expressive coping, and less in denial coping and revisit intention than those with independent self-construal. Overall, the present study highlights (a) the importance of coping strategies for a clearer understanding of the SDB–revisit intention relationship and (b) a boundary condition of self-construal for the influences of SDB on coping strategies and revisit intention. [ABSTRACT FROM AUTHOR]

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The purpose of this study was to examine the effects of residents' co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude. Data were collected from residents' participating in a local recurring sporting event (Naha Marathon, n = 198) and an international recurring sporting event (New York Marathon, n = 229). The findings reveal that gratitude shows a strong positive impact on residents' event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents' event support intentions. We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents' intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents' support for recurring events. [ABSTRACT FROM AUTHOR]

The purpose of this study was to examine participants' perceptions of the service quality of fantasy sports websites and to understand the relationship between service quality, satisfaction, attitude, and actual usage associated with the websites. Furthermore, this study compared the proposed service-quality model with a rival model to examine the role of satisfaction and attitude as mediating variables. The proposed service-quality measure consisted of four perceived service quality dimensions (i.e., ease of use, trust, content, and appearance). A convenience sample of 279 participants was collected from message board users of four fantasy sports websites (i.e., ESPN.com Fantasy Games, Yahoo! Fantasy Sports, FOX Fantasy Sports, and NFL Events: Fantasy Sports). Structural analysis revealed that satisfaction and attitude acted as mediating variables connecting service quality and actual usage of fantasy sports websites. These results are discussed and the study's theoretical and practical sport marketing implications are detailed., Introduction Over the past 20 years the sport industry has had the opportunity to capitalize on numerous technological advances offered through advances in the Internet. Online fantasy sport is one [...]

Recruitment is a vital component for any college or university. Recruiting top student-athletes is even more strategic due to the potential increase in undergraduate admissions and booster donations that a [...]

Intercollegiate athletics is a multi-billion-dollar segment of the sport industry. Within college sports, football generates the most revenue and media attention while also providing benefits to universities through school spirit, pride in the institution, and support from donors. Previous work has evaluated the relationship between sport marketing and intercollegiate athletics through evaluations of the consumer perspective, but limited attention has been given to the perspectives of the sport organizations or practitioners responsible for the marketing exchange. Therefore, this study utilizes the sport marketing management process model to examine the marketing efforts of professionals (i.e., football sport marketing directors [N=14]) tasked with promoting college football within a particular conference (i.e., Big Ten Conference). In doing so, the research fills a gap in the literature by further evaluating the marketing processes relied upon by intercollegiate athletic departments and the organizational factors impacting these decisions. Using a phenomenological approach, data were collected using semistructured interviews with each football marketing director. The emerging themes involved marketing areas of oversight (i.e., increasing ticket sales and attendance, game day event marketing, and program branding) and organizational elements (i.e., structure, culture, and collaboration). [ABSTRACT FROM AUTHOR]

This study analyzed the amount of coverage for high school athletics in 43 newspapers with small circulation by devoting 40% of their interscholastic athletics coverage to girls in athletics, printed significantly more articles about girls' athletics than did the newspapers with medium (33%) or large (32%) circulation. Therefore, the smaller the newspaper circulation, the more equitable the coverage of athletics for girls and boys. This finding was consistent with some prior work but not all.