No abstract

Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations by examining the platforms adopted over a three-year period by National Basketball Association (NBA) teams and the way in which social media is used to communicate and engage with fans. Design/methodology/approach – A content analysis was used to examine online comments posted by all 30 teams in the NBA on Facebook and Twitter during the off-season. Findings – The results demonstrate that NBA teams have embraced social media, primarily using four different types of communication to engage fans: Informing, Marketing, Personalizing and Activating. Practical implications – The authors establish that social media is an effective vehicle for sport organizations to engage with fans and to enhance team identification. The data suggests that teams should make a concerted effort in their communications, where possible, to personalize communications, genuinely inform and involve fans and provide relevant marketing communications, all of which can be effectively implemented within existing marketing efforts. Originality/value – This is the first study to examine the direct use of social media by sport organizations and its potential for enhancing team identification.

Access to this document was granted through an Emerald subscription provided by 540409 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach -The study investigated six Australian sporting organisations using multiple data collection methods including semi-structured interviews with several senior executives within each organisation, secondary and historical data sources and participant observation. The application of triangulation and multiple case studies is discussed in relation to their contribution toward a greater understanding of relationship marketing practice in the professional sport industry, as well as the barriers to the adoption of this strategy. Findings -Using triangulation and a multiple case study approach provided a richness of information which, upon analysis within and across cases, revealed a number of commonalities and some limited diversity. Using this approach maximised the depth of information and increased the transferability of the findings to allow for the development of a conceptual model, which advances relationship-marketing theory. Originality/value -Triangulation has not been used extensively in case study research nor has a multiple case study approach been commonly applied to the sport industry. This paper deconstructs the methods and their subsequent contribution to the findings of this study.

Summary Community sport organizations promote beneficial health outcomes such as social connection and physical activity, yet they can also facilitate the consumption of unhealthy food and beverages. To provide a foundation for future research and to inform intervention efforts in this context, this scoping review summarizes existing knowledge of the factors that contribute to unhealthy food and beverage consumption in the community sport setting and explores the interventions to promote healthier choices. Using a qualitative process aligned with the nature of our aims, 228 articles were initially identified and subjected to a systemized appraisal, resulting in 45 articles pertinent to the review. The findings identify that the two key factors contributing to unhealthy food choices are the limited availability of healthy options within the sport setting and the presence of unhealthy food and beverage sponsorship. These factors contribute to the normalization of unhealthy eating in this context and health promotion interventions have had limited success. Barriers to change primarily stem from the revenue implications of removing unhealthy food sponsors, lack of organizational capabilities and resources, and consumer preference for unhealthy options. Public health practitioners seeking to intervene in this setting should consider adopting practices used in other settings outside of the sport environment, including the use of technology, the role of peers and mentors and the co-production of impactful material. Community sport plays a vital role in delivering health benefits but must do more to stem its facilitation of a potentially unhealthy consumptive environment.

No abstract