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Jamee A. Pelcher and Brian P. McCullough

environmentally sustainable way ( Casper & Pfahl, 2015 ). Further, because of the sport industry’s social reach, sport can positively influence millions of sport fans from around the world. These sport fans come from different religious, social, political, and economic backgrounds. The socially significant role

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Joyce Olushola Ogunrinde

educational settings are examined in Chapter 9. Chapter 10 makes the case for strategic marketing and explores the sport fan sustainability behavior model as a theoretical framework to influence this practice. Chapter 11 reviews the literature for motivations and theoretical underpinnings for attracting new

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Mark Lowes and Christopher Robillard

been replaced by digital media, they are converging to enable fans to be actively involved in the news-formation process; that is to say, in forming opinions, producing content, and “talking back” in a conversation rather than just passively consuming news reported by sport journalists. Sport fans are

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Manal Hamzeh

Black women; Turkish female sport fans; Mexican women elite athletes; Moroccan Dutch Muslim kickboxers and Latinas and brown women in sports. Contributors skillfully bring resistance stories, agitating tactics and “counterpublicities” (p. 179) of/with/by ethnic “Other” girls and women into the center of

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Brendan O’Hallarn, Stephen L. Shapiro, Marion E. Hambrick, D.E. Wittkower, Lynn Ridinger and Craig A. Morehead

Social media’s role as a virtual water cooler has been well established ( Shirky, 2008 ), particularly for sport fans ( Sanderson, 2011 ). Social networks have been hailed for their ability to influence society ( Benhabib, 2011 ; Castells, 2012 ). There has also been criticism of social media

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Nicholas M. Watanabe, Grace Yan, Brian P. Soebbing and Ann Pegoraro

investigated the unequal treatment of workers with equal productivity. In a further exploration, researchers propose three types of economic discrimination: employer, employee, and customer-based discrimination ( Lazear, 2015 ). In the context of sport, consumer-based discrimination occurs when some sport fans

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Jeeyoon Kim and Jeffrey D. James

enjoyment. The influence of sport spectating on SWB has garnered some attention (e.g.,  Inoue, Sato, Filo, Du, & Funk, 2017 ; Jang et al., 2017 ). Wann, Martin, Grieve, and Gardner ( 2008 ) found that sport fans reported higher social life satisfaction and self-esteem, and lower loneliness after attending

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Gashaw Abeza, Norm O’Reilly, Kyle Kashuck, Joshua Law and Alexandra Speck

( ESPN, 2016 ). FOX Sports, another NSN, recorded its most-watched college football season ever, with an 11 percent increase in viewership in 2016 over 2015 ( FOX Sports, 2017 ). Based on these figures, it can be argued that an increasing number of sport fans are following college football on TV despite

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Yonghwan Chang, Daniel L. Wann and Yuhei Inoue

context first, individuals’ feelings and their attachments toward a team can be considered as their affective dispositions—commonly understood as fanship. Sport fans often experience various types of emotional states depending on the strength of their fanship toward a team ( Madrigal & Chen, 2008 ). For

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Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas and John Otto Spengler

( Beaton, Funk, Ridinger, & Jordan, 2011 ; Havitz & Mannell, 2005 ; McGehee, Yoon, & Cárdenas, 2003 ). For example, highly involved sport fans were more likely to watch sporting events and participate in various types of sports activities than less involved sport fans ( Shank & Beasley, 1998 ). Surface