) identified the importance of digital communication channels and relationship marketing to manage and improve relationship networks across the sports clubs surveyed. In Chapter 14, Hebbel-Seeger et al. (2020) shared evidence that even though organizations pursued innovative marketing campaigns, little content
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Research Handbook on Sport and COVID-19
E. Su Jara-Pazmino
The New Wave of Influencers: Examining College Athlete Identities and the Role of Homophily and Parasocial Relationships in Leveraging Name, Image, and Likeness
Yiran Su, Xuan Guo, Christine Wegner, and Thomas Baker
others in driving consumption ( Heere & James, 2007 ; Heere et al., 2011 ). By filling a gap between the ever-changing practices of innovative marketing and the paucity of existing research, this study contributes to the growing athlete branding literature. It also serves as a basis for future empirical
Fan Socializing and BIRGing: The Impact of Trait Competitiveness on Fan Behaviors
D. Todd Donavan, Mara F. Singer, and Brad D. Carlson
around entertainment pursuits. Red Bull, a leading energy drink brand, epitomizes this approach through innovative marketing strategies that captivate entertainment enthusiasts via gamification and an interactive digital community. Initiatives like the “Red Bull Stratos” campaign, featuring Felix
