Hosting a Successful Metamodern Party: Mixed Methods Management Research on the Web 2.0+

Zarkada, Anna; Panigyrakis, George G.; Tzoumaka, Eugenia

doi:10.1007/978-3-319-64394-6_1

Cited by 4 publications

(3 citation statements)

References 30 publications

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“…Overall, 640 valid and fully usable questionnaires were collected. The response rate was 34.5%, well above the typical 10-25% response rates for online surveys (Zarkada et al 2018). IBM ® SPSS ® 27 was used for data analysis.…”

Section: Resultsmentioning

confidence: 92%

Recurring Rural Destination Sport Events: A Study on Participants’ Direct Spending

Tzoumaka

Leivadi

Kaplanidou

2022

IJFS

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The current study explores direct spending profiles of sport event tourists in a very small rural destination as an alternative to the multiplier effect economic impact studies. Sport event tourism has been used as an economic engine tool by a variety of destination sizes but has been neglected for small rural destinations, where people arrive from various distance radiuses to participate in this central activity for the place. Data were collected from participants at a small-scale recurring mountain running event. An online survey instrument was sent to the participants after the event. Participants reported on their daily and total expenditures regarding accommodation, meals and other tourist spending. The results revealed that the participants who responded to the survey spent on average about EUR 163 for accommodation, EUR 205 for meals and about EUR 38 for other tourist spending, such as souvenirs. Respondents from closer radius, spent less on average, approximately EUR 156, EUR 383 and EUR 26 for the respective spending categories. Rural destinations counting on hosting sport events for economic boosts in poorly economic areas witness considerable financial gains for the regions via the estimation of the more feasible direct spending calculations.

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Section: Resultsmentioning

confidence: 92%

Recurring Rural Destination Sport Events: A Study on Participants’ Direct Spending

Tzoumaka

Leivadi

Kaplanidou

2022

IJFS

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“…To recruit focus group (FG) participants we conducted an online survey with a quasi-monetary incentive, a season ticket for their favourite team, for FG participation. The survey was promoted via banner advertising, social media and content marketing on the most popular independent sports site in the country (Zarkada et al, 2018). This approach, which has been found to be effective in previous football studies (Bauer et al, 2005), produced satisfying results.…”

Section: Methodsmentioning

confidence: 99%

The structure, content and context of achieved celebrity brands: a study of footballers in their brandscapes

Zarkada

Tzoumaka

2020

IJSMM

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Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consumer behaviour. Still, current research is characterised by terminological polyglossia and conceptual overlaps, which results in a lack of clarity regarding the brand structure and content. Moreover, there is no consideration of the brandscape; the team or sports club the player belongs to or has most closely associated his name with. This paper addresses the current limitations by adopting an exploratory approach. Through qualitative research, namely five focus groups, we empirically investigated the celebrity footballer brand associations as they are being perceived by keen football fans. The data demonstrate that the celebrity footballer brand comprises two distinct components proposed by Keller (1993): 1) the professional one, to include product-related associations, further distinguished into individual, organisational and contextual associations; 2) the personal one, which corresponds to non-product-related associations and reflects the balance of a person's perceived virtues and vices. The role of the brandscape emerges as affecting his professional and personal associations both positively and negatively.

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“…We intend that, in sports and marketing contexts, it is considered crucial to combine the methodological approaches to progress in scientific research. For instance a study of the consumer-based brand equity of celebrity footballers is presented as an example of an exploratory sequential mixed methods design combining on line sampling, focus group participant recruitment, and quantitative data collection with traditional focus groups (Zarkada et al, 2018).…”

Section: Conclusion Limitations and Future Researchmentioning

confidence: 99%

The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal

Vieira

Sousa

2020

IJSMM

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Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. To provide an experience that meets or exceeds a spectator's expectations, it is important to understand consumer behaviour (e.g., behavioural intentions) and the brand attachment in specific sports marketing contexts. The main purpose of this study is to analyse how brand attachment relates to other relevant variables (brand loyalty, brand commitment, brand satisfaction, brand trust) in consumer's behaviour applied to football fans in Portugal. The results have shown that football fans in Portugal are severely attached and loyal to their teams. The brand attachment to a football team influences all the variables included in the research conceptual model. The results also demonstrated that brand attachment, brand commitment, brand trust and brand satisfaction influence brand loyalty. A just a few studies had analysed the relation between brand attachment and other variables, so this study is groundbreaking relatively to this subject. Implications for future research are also presented.

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Hosting a Successful Metamodern Party: Mixed Methods Management Research on the Web 2.0+

Cited by 4 publications

References 30 publications

Recurring Rural Destination Sport Events: A Study on Participants’ Direct Spending

Recurring Rural Destination Sport Events: A Study on Participants’ Direct Spending

The structure, content and context of achieved celebrity brands: a study of footballers in their brandscapes

The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal

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