innovation through a value co-creation process. Specifically, little research has examined interactive mechanisms in sport innovation that could provide a better theoretical understanding of the service innovation process, which represents an important gap in the literature ( Girginov et al., 2015 ). While
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Interactive Mechanisms to Improve Service Innovation Among Sports Clubs: A Consumer Perspective
Mohsen Behnam, Mikihiro Sato, Bradley J. Baker, and Mahdiyeh Jalili
The Flemish Interactive Coaching Monitoring System
Hans Ponnet, Hans Vangrunderbeek, and Liam McCarthy
as opposed to its results” ( Harris, 2018 , p. 796). It would seem that parallels could be drawn here with the field of coach education. As such, within the present paper, we wished to not only advance calls for the type of work to be carried out, but also showcase The Flemish Interactive Coaching
#WorldSeries: An Empirical Examination of a Twitter Hashtag During a Major Sporting Event
Matthew Blaszka, Lauren M. Burch, Evan L. Frederick, Galen Clavio, and Patrick Walsh
Sport organizations, teams, and athletes are growing constituencies that use socialmedia platforms such as Facebook and Twitter to engage in dialogue with their respective audiences. The purpose of this study was to examine Twitter hashtag use during a major sporting event. Specifically, this study analyzed #WorldSeries during the 2011 World Series. The study employed a content-analysis methodology to determine who was using the hashtag and how it was being used. Using systematic sampling, 1,450 tweets were analyzed. The results demonstrated that #WorldSeries was being used predominantly by laypersons to express fanship, as well as interactivity. When individuals were being interactive with this hashtag, they were doing so mainly with MLB/league officials and other laypersons. Most of these interactive tweets were also expressions of fanship. The implications of these findings are discussed further.
The Retweet as a Function of Electronic Word-of-Mouth Marketing: A Study of Athlete Endorsement Activity on Twitter
B. Colin Cork and Terry Eddy
The purpose of this study was to examine endorsement-related tweets from athletes and determine which characteristics of those tweets could increase the degree of electronic word-of-mouth marketing (eWOM) generated by the message. Previous literature has suggested that the retweet function in Twitter is a form of eWOM. Through the lens of eWOM, the concepts of vividness, interactivity, and congruence are used to understand what tweet characteristics generate the most retweets. A sample of professional-athlete endorsement and sponsored tweets (n = 669) was used and coded based on frameworks adapted from previous studies. Results indicated that the interaction between levels of high vividness and high interactivity generated the highest frequency of retweets. Reported findings could inform athletes and/or brand managers in ways to increase the eWOM of sponsored messages on Twitter.
Why We Follow: An Examination of Parasocial Interaction and Fan Motivations for Following Athlete Archetypes on Twitter
Evan L. Frederick, Choong Hoon Lim, Galen Clavio, and Patrick Walsh
An Internet-based survey was posted on the Twitter feeds and Facebook pages of 1 predominantly social and 1 predominantly parasocial athlete to ascertain the similarities and differences between their follower sets in terms of parasocial interaction development and follower motivations. Analysis of the data revealed a sense of heightened interpersonal closeness based on the interaction style of the athlete. While followers of the social athlete were driven by interpersonal constructs, followers of the parasocial athlete relied more on media conventions in their interaction patterns. To understand follower motivations, exploratory factor analyses were conducted for both follower sets. For followers of the social athlete, most of the interactivity, information-gathering, personality, and entertainment items loaded together. Unlike followers of the social athlete, fanship and community items loaded alongside information-gathering items for followers of the parasocial athlete. The implications of these and other findings are discussed further.
Communication Skills Training for Interactive Sports
Patricia A. Sullivan
The development of interpersonal communication skills is an important aspect of psychological skill development in interactive sport athletes. This article presents a communication skills training program for interactive sport teams. Collegiate coaches of interactive sports implemented a series of seven interpersonal communication exercises with their teams to gain a preliminary perspective on the effectiveness of communication skills training. Overall, athletes’ responses in evaluating the program indicated that the communication exercises raised awareness levels of communication skills and competencies and also provided valuable opportunities to practice improving communication skills. Suggestions are provided for the continuation of communication skills training with athletes.
Interactive Digital Experience as an Alternative Laboratory (IDEAL): Creative Investigation of Forensic Biomechanics
Valerie A. Troutman and Michele J. Grimm
implemented toward the end of the semester, one that expanded the challenge problem to include the analysis of laboratory-like data in developing their solution. The aim of this work was to develop and assess an interactive, online, student-led challenge module as a foundation for future implementation of
Characteristics of Users of a Mixed- Martial-Arts Blog: A Case Study of Demographics and Usage Trends
Evan L. Frederick, Galen E. Clavio, Lauren M. Burch, and Matthew H. Zimmerman
For this case study, an Internet-based survey was posted on a popular mixed-martial- arts (MMA) blog to ascertain its users’ demographics and usage trends. Data analysis revealed that users were predominantly White men between the ages of 23 and 39, with some college education and an annual income of $40,000–59,999. An exploratory factor analysis revealed 6 dimensions of gratification: evaluation, community, information gathering, knowledge demonstration, argumentation, and diversion. The most salient motivation statements were related to the speed of information access, the depth of information and coverage, and the availability of information not typically found through traditional media outlets. Most users spent 1–5 hr/wk watching MMA programming and 1–10 hr/wk on MMA blogs, making 1–20 comments per week. Findings indicated that users used this particular blog for both interactive and information-gathering purposes.
Optimizing Social Media Engagement in Professional Sport: A 3-Year Examination of Facebook, Instagram, and Twitter Posts
Michael L. Naraine and Jordan T. Bakhsh
( Naraine, 2019 ). The latter, in particular, has heightened their awareness of the potential of social media to recruit and maintain fans through greater access to the team ( Abeza et al., 2019 ). This access has led to increased engagement, the interactive relationship consumers have with brands, and is
Physical Activity and Hormone-Replacement Therapy: Interactive Effects on Cognition?
Jennifer L. Etnier and Benjamin A. Sibley
The purpose of this study was to examine the interactive effects of hormone-replacement therapy (HRT) and physical activity (PA) on the cognitive performance of older women. Postmenopausal women (n = 101) were recruited to complete a PA questionnaire, provide demographic information, and perform the digit-symbol substitution task (DSST) and the trail-making tests (TMT). Regression analyses were conducted for participants with complete data for each cognitive test (DSST n = 62; TMT n = 69). For both tasks, results indicated that PA and education were positively related and age was negatively related to cognitive performance. The interaction of HRT with PA did not add to the predicted variance of either measure of cognitive performance. This was true even after limiting the HRT users to women using unopposed estrogen. It is concluded that the beneficial relationship between PA and these two measures of cognitive performance in postmenopausal women exists irrespective of HRT use.
