International Journal of Sports Marketing & Sponsorship
Scope & Guideline
Illuminating Consumer Behavior in Sports
Introduction
Aims and Scopes
- Sports Marketing Strategies:
The journal investigates various marketing strategies employed by sports organizations, including digital marketing, social media engagement, and experiential marketing. - Sponsorship Dynamics:
It explores the relationships between sponsors and sports entities, examining factors that influence sponsorship effectiveness, consumer perception, and brand loyalty. - Consumer Behavior in Sports:
Research studies consumer motivations, attitudes, and behaviors related to sports consumption, including event attendance, merchandise purchase, and engagement with sports media. - Impact of Technology on Sports Marketing:
The journal addresses the role of emerging technologies, such as artificial intelligence, machine learning, and digital platforms, in shaping sports marketing practices. - Social and Environmental Responsibility:
There is a consistent focus on the implications of corporate social responsibility (CSR) in sports, particularly how sustainability initiatives affect consumer attitudes and brand perceptions. - Emerging Trends in Sports Consumption:
The journal highlights trends such as esports, virtual events, and the influence of social media on sports fandom and marketing.
Trending and Emerging
- Digitalization and Technology in Sports:
There is a growing focus on the impact of digital technologies, including social media, AI, and machine learning, on sports marketing strategies and fan engagement. - Esports and Virtual Sports Marketing:
Research on esports has surged, exploring consumer behavior, sponsorship opportunities, and marketing strategies within this rapidly growing sector. - Consumer Engagement and Experience:
Studies increasingly examine how immersive experiences, such as augmented reality (AR) and virtual reality (VR), influence consumer engagement and loyalty in sports. - Diversity, Equity, and Inclusion:
The journal is highlighting the importance of diversity and inclusion within sports marketing, addressing how brands engage with diverse audiences and promote equitable practices. - Sustainability and Corporate Social Responsibility:
Research on sustainability initiatives and their impact on brand perception and consumer behavior is trending, reflecting a broader societal shift towards environmental consciousness. - Behavioral Economics in Sports Marketing:
Emerging studies incorporate behavioral economics principles to understand consumer decision-making processes in sports consumption, sponsorship, and marketing.
Declining or Waning
- Traditional Sports Sponsorship Models:
Research focusing on conventional sponsorship models and their effectiveness has decreased, possibly due to the rise of digital sponsorship strategies and influencer marketing. - Local and Community Sports Marketing:
There has been a noticeable reduction in studies specifically targeting grassroots or community-level sports marketing, as the focus shifts towards larger-scale events and global sports sponsorships. - Static Consumer Segmentation:
The approach to consumer segmentation based on fixed demographics (age, gender) has waned, as researchers increasingly adopt more dynamic and behavior-based segmentation methods. - Event-Based Marketing:
Research centered solely on traditional sporting events as marketing platforms is declining, giving way to studies that incorporate virtual and hybrid event experiences. - Single-Dimensional Marketing Metrics:
The use of basic metrics for evaluating marketing effectiveness, such as attendance figures alone, is being replaced by more comprehensive, multi-dimensional evaluation frameworks.
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