Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Siani, Mojtaba Ghasemi; Mohammadi, Sardar; Hosseini, Mohammad Soltan; Dickson, Geoff

doi:10.1108/ijsms-04-2020-0045

Cited by 11 publications

(9 citation statements)

References 57 publications

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“…Within the aggregated responses, ice hockey was the most popular sport type. However, European football (in Figure 1 and further in the text referred to as football) reached more responses in the TOP 1 category (67) compared to ice hockey (52). On the other hand, this phenomenon is aligned with the theoretical premises arguing that significant international success increases the sport's popularity.…”

Section: Aggregated Results Of the Questionnaire Survey On The Percei...mentioning

confidence: 58%

“…This can be perceived in two directions. The first direction represents the marketing of an organization's sports product [50][51][52], represented by a match or another sports event, where customers are the spectators (either on-site or via broadcasting on television). This aspect is still connected to the first strong stakeholder group, represented by the genuine fans and other customers buying the sports product.…”

Section: The Sustainability Of Sports Organizations and Their Sustain...mentioning

confidence: 99%

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Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations

et al. 2022

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The operations of sports organizations must be managed to create value in the long run. This explicit management will support their efficiency, competitiveness, and sustainability. The key concept measured in this study was the popularity of sports. This concept is a pivotal element in influencing the acquisition of financial contributions for sports organizations (from the state and sponsors) as well as in attracting new members. We conducted an online questionnaire in 2021 focusing on the concept of the perceived popularity of sports in Slovakia. The number of observations was 338, out of the total population of Slovak citizens over the age of 15. We also applied other methods, including content analysis, induction, deduction, comparison, and synthesis analyses. The analysis of the data led to the following findings: in this context, the two most popular sports were hockey and European football; the greatest propensity for fan self-identification was observed for European football, hockey, and basketball; men who indicated a preference for cycling were significantly larger fans of the sport than women; European football and motorsports were almost exclusively preferred by men; skiing, volleyball, and tennis were preferred by women; and basketball was preferred by the youngest respondents. This study aimed to propose recommendations for approaching sustainability, assuming that increasing popularity represents an opportunity to increase a sport organizations’ membership base.

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Section: Aggregated Results Of the Questionnaire Survey On The Percei...mentioning

confidence: 58%

Section: The Sustainability Of Sports Organizations and Their Sustain...mentioning

confidence: 99%

Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations

et al. 2022

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“…Sun et al (2010) stated that males and females act differently due to social, biological, and behavioural reasons. Many studies have confirmed the moderating role of gender when it comes to purchasing intentions (Ghasemi Siani et al, 2021; Stokburger‐Sauer & Teichmann, 2013). Moreover, according to Lin et al (2019), males and females feel and act differently about product likeability while making a purchase decision.…”

Section: Resultsmentioning

confidence: 94%

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

Ashraf

Hameed

Saeed

2023

Int J Consumer Studies

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In recent years, social media influencers (SMIs) have become part of the strategic communication of firms because the traditional form of mass media communication is losing its effectiveness. Thus, it is imperative to study the effects of communication through SMIs on marketing outcomes, such as purchase intentions. Based on the fairness dimensions, that is, information, distributive, interpersonal, and procedural, and dimensions of source credibility, that is, attractiveness, expertise, trustworthiness, and similarity, this research investigated how technology‐oriented SMIs (T‐SMIs) foster parasocial relationships (PSRs) with followers. Purposive sampling was employed to collect data from 506 active social media users. Data were analysed through IBM AMOS and SPSS 26. The results of the study suggested that attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness are positively related to fostering PSR with followers. In contrast, distributive fairness does not strengthen PSR with followers; furthermore, the study findings suggested an indirect positive influence of attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness on the purchase intentions of consumers via PSR. This study is useful for academia and industry since it fills important gaps in the literature and provides recommendations to brand managers of technology companies about selecting appropriate SMIs for the endorsement of their brands.

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“…However, consumers buy for numerous reasons. Preceding studies (Khandelwal et al, 2016;Bamberg et al, 2015;Chaturvedi et al, 2020) have defined that consumers could be affected by the cognitive-rational appeal and make rational decisions based on their reasoning abilities, whereas the aesthetic and hedonic motives would be influencing their personified experiences while consuming (Ghasemi Siani et al, 2021;. Further, there is enough evidence in the literature that modern-day consumers prefer and value pleasurable experiences associated with the products (Kim and Hall, 2020;Kumar and Yadav, 2021).…”

Section: Introductionmentioning

confidence: 99%

Exploring consumers' motives for electric vehicle adoption: bridging the attitude–behavior gap

Chaturvedi

Kulshreshtha

Tripathi³

et al. 2022

BIJ

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PurposeThe current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior for electric vehicle (EV).Design/methodology/approachA total of 411 valid survey responses were collected using a structured questionnaire. Data were analyzed using confirmatory factor analysis and structural equation modeling to investigate the empirical fit of the hypothesized framework.FindingsThe results of structural equation modeling revealed that all three motives were positively correlated with purchase intentions for EV. Hedonic motives were found to have the strongest influence on purchase intentions. In addition, gain and normative motives were also found to be significant predictors of EV buying behavior. Further analysis revealed a positive correlation between gain, normative and hedonic motives. Moreover, personal moral standards seem to have a significant and positive impact on the positive emotions associated with buying EV.Practical implicationsThe results of current research can be useful for marketers while designing promotional strategies for all the high-involvement green products. Marketing professionals and policymakers can use these results to build effective marketing strategies for EVs and reduce greenhouse gas emissions resulting from personal vehicle use.Originality/valueTo the best of the authors' knowledge, this is the first study in the South Asian region that explores consumers' motives for EV purchase behavior. Further, this is among a few studies, which have attempted to investigate the impact of hedonic, gain and normative motives on green purchase behavior in the context of high involvement green products.

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Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Cited by 11 publications

References 57 publications

Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations

Application of the Perceived Popularity of Sports to Support the Sustainable Management of Sports Organizations

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

Exploring consumers' motives for electric vehicle adoption: bridging the attitude–behavior gap

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