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The image repair theory, alluded to by the situational crisis communication theory, assumes two conditions that require a public oral rhetorical defense. The conditions are that (a) an act is reprehensible and (b) the person or organization is responsible for the act. However, those theories have been largely tested in the Western world, where individualism has primacy over the community. In this work, we argue that rhetorical defenses during image crisis and repair cannot escape the cultural dictates of its social environment. We advance situations in Africa and the United States that demonstrate the differences in the concept of collectivism and individualism and their impact on image and crisis situations. In the African example, we use Blessing Okagbare’s drug-testing case to demonstrate involvement of her community or collective, and in the Western cultural example we use Sha’Carri Richardson’s drug-test case to compare. The key point, overall, is to demonstrate that image-repair incidences in Africa and the West are not encountered similarly, and thus, a universal process of the image repair theory and situational crisis communication theory is not recommended. Instead, we recommend modification of both theories to account for the cultural differences.

Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for interaction and engagement. This paper employs a case study of the 2022 CrossFit (CF) Games to understand how social live-streaming services influence consumer engagement in niche sports. Using an online survey and content analysis, the study finds that viewing the CF Games inspires participation and that viewers with a stronger connection to CF are less likely to engage in chat functions. These insights highlight the potential for niche sports to leverage social live-streaming services for enhanced engagement, offering a viable alternative to traditional broadcasting. Although the focus is on CF, the findings may provide valuable lessons for other niche sports facing similar challenges in visibility and audience engagement.

Satellite fans make up an important part of a sport team’s market, but little is known about how long-distance relationships are developed across different cultures. In this manuscript, we utilize the Consumer Culture Theory to examine how satellite fans develop fanship toward foreign professional sport teams. Drawing from 46 interviews with Chinese and American fans of European soccer teams, we developed four archetypal pathways through which fans form relationships with their beloved teams, reflected in the labels “Detached Admirer,” “Relational Networker,” “Industry Analyst,” and “Spiritual Follower.” The findings showed both cross-cultural and intracultural differences in the way satellite fans connect to their teams. In diverse ways, satellite fans construct their desired identities based on the meaning of their fandom, influenced by a variety of social-historical parameters. Accordingly, we bring theoretical innovation to sport fan behavior research and provide managerial actions for teams targeting the satellite fan base.

This research investigates the intricate dynamics between trait competitiveness and sport fan behavior, examining its relationships with situational and surface traits associated with sport consumption. By advancing our understanding of competitiveness as a key influencer in sport participation and entertainment seeking, the study contributes to our understanding of what drives sport fans. Utilizing Mowen’s 3M model and the Big Five personality traits, we explore the influence of traits on competitiveness, predicting its impact on participation and entertainment seeking and fan socializing and basking in reflected glory. The findings unveil the role of competitiveness in shaping behaviors, indicating that competitive individuals actively seek and enjoy competitive and entertaining situations. The research illuminates the paths by which personality traits affect sport consumption behaviors, providing theoretical insights into the complex dynamics of competitiveness in the realm of sport.

During the 2022 season, a documentary crew followed the teams and players in the Korean Baseball Organization, resulting in a 10-episode series Full Count that debuted the following year. The series was broadcast initially in South Korea; however, a later international release through a streaming platform allowed for increased worldwide exposure for the league, teams, players, and, perhaps somewhat uniquely, the culture and traditions in the home country. Therefore, even though the focus was baseball, this program provided a unique opportunity for the world to learn about the people and values of South Korea. Using constant comparative methodology, the following themes emerged: (a) emphasizing team over individual, (b) respecting elders, (c) overcoming adversity, and (d) playing with honor.