Inoculating Against a Losing Season: Can Inoculation-Informed Public Relations Strategies Protect Fan Loyalty?

in International Journal of Sport Communication
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Inoculation theory is a classic theory of resistance to influence, modeling a way to confer resistance to challenges based on biological inoculation processes. This commentary explores inoculation’s efficacy in the applied context of sport communication, with special consideration of how inoculation may guide sportmarketing strategies to preemptively bolster existing support for a team in the face of challenges (e.g., a losing season).

The author is with the Inst. for Writing and Rhetoric, Dartmouth College, Hanover, NH.

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