Investigation of the effect of sports on media, marketing, consumption and popular culture

Reasearch problem/aim: In this study, it was aimed to evaluate them under the titles of the sports sector (media, consumption, marketing) by mentioning primarily popular culture and sports issues. Method: In this study, a descriptive research model, which is used to investigate the events as they are, trying to determine the situation that happened, investigating the events and situations discussed in detail and examining their relationship. Findings: The notion that sports is one of the building blocks of popular culture, and as a result of its action, the media sheds considerable light on consumption and marketing. The popular culture field, which started to develop as a field of study on its own, has become important by societies in the world and scientific studies on this subject have increased rapidly. Especially the innovations brought by popular culture in the world and the rapidly increasing interest in sports, media, marketing and consumer products have made this issue more up-to-date. Today, most of the sources explain that popular culture is under the influence of the media and that sports, marketing and consumption provide access to more people. Especially, social media, which enters our homes and becomes the most important part of our daily life, is extremely important in creating and conveying these topics (sports, marketing, consumption). In this context, the relationship between popular culture, media, consumption and marketing in sports and their roles among each other was discussed as a result of the extensive literature review. Conclusion: it is seen that sports have an effect on popular culture products on media, marketing and consumption.

Impact of Team Identification on Fans’ Trust after Negative Incident: Moderating Role of Mass Media

Sports marketing being a new and under researched area is highly dependent on mass media treatment. The purpose of this study is twofold: First to examine the impact of team identification on fans trust after the involvement of a player in a negative incident, and second to examine the impact of media (fans’ perceived content informativeness, content credibility and source credibility of TV cricket talk shows) on this relationship. Data is collected via convenience sampling from a total of 399 respondents belonging to three universities, local markets, and friends from Islamabad and Rawal Pindi twin cities of Pakistan. Simple and moderated multiple regression analysis reveals that team identification positively affects fans’ trust after negative incident. Perceived source credibility, content credibility and informativeness of cricket talk shows on TV (mass media) moderates the relationship of team identification and fans’ trust after negative incident in such a way that the relationship becomes stronger regardless the media is positively or negatively highlighting the negative incident. The results of the current research might help sports marketing and media related organizations to understand sports fans’ behaviors towards sports organizations in connection of the conflict.

Influence of Sports Marketing Strategies in the Promotion of Organization Products and Services in Ilorin Metropolis

Sport marketing remain an important aspect of global sports innovation as it is relevant to the growth of business as well as its survival. It is further prescribed as a means by which company or an organization communicate their services in a sport-oriented context. Sports marketing has been developed to promote sports events and teams as well as promotion of other products and services to consumers. Descriptive survey design was used in this study. The population comprised the sport marketers and organizations that produce and sell sport products and services to consumers totaling 54 and no sample was selected as all the marketers and organization staff were used as sampled for the study. Structured questionnaire designed in a four point likert rating scale which was validated by experts in sports marketing and tested for reliability with coefficient result of 0.82 was used to elicit data from the respondents. Two research questions and two research hypotheses were formulated for the study. The two research questions were analysed using frequency, percentage and means score while the hypotheses were tested using independent T-test at 0.05 level of significant and funding reveals that there was no significant difference in the sport marketer perception of the influence of sport marketing strategy on the promotion of organization products as well as to produce valued products based on gender,. Among the recommendations, suggested include: organization must strengthen btheir marketing strategies in order to promote their products among others Keywords: Sports marketing, strategies, and promotion of organization products and services

Escape to Sociality! Evaluation of the Relationship between Fitness Club members’ Escape, Sociability, Friendship and Place Loyalty Structures with Their Loyalty Levels

Background: In sports marketing literature, the importance of loyalty phenomenon has been emphasized many times. In the literature review, it has been determined that there are limited number of studies on motivational factors that affect the loyalty of fitness club members. Aim: So, the purpose of the current research is to test empirically the factors that affect fitness club members loyalty Methods: For this purpose, data obtained from a total of 652 fitness club members were analyzed in line with the methodological principles of SEM modelling. Results: In the scope of the research it has been determined that sociability, escape, friend attachment and place attachment and WOM behaviors are directly or indirectly effect the loyalty of fitness club members. Based on these findings, both the theoretical and practical results of this research are discussed in the research. Conclusion: The results of the research show that the marketers should understand the important role of factors such as social escape, friend and place attachment and they should act accordingly. Keywords: Escape, fitness club, loyalty, place attachment.