Examining Minor League Baseball Spectator Nostalgia: A Neuroscience Perspective     

《Sport Management Review》2020,23(5):824-837

The purpose of this study was to explore nostalgia’s effect on MiLB spectators’ psychological, emotional, and behavioral responses. Mobile encephalography (EEG) headsets were used to monitor attendees’ neurological responses that may be indicative of nostalgia, while an ecological momentary assessment (EMA) permitted the capturing of spectators’ self-reported nostalgic levels. This approach allowed participants’ mental scores to be analyzed in relationship to their nostalgic occurrences. Brainwave frequencies emblematic of inward attention and arousal were significantly related with the number of instances spectators reported feeling nostalgic, which denote mental dispositions prevalent among attendees more prone to nostalgia. Moreover, PROCESS macro regression highlighted nostalgia’s ability to influence spectators’ behavioral intentions. Results also revealed environmental stimuli originating from sight, sound, and sociability to be especially prominent in triggering nostalgia. Overall, the study’s findings reveal unique characteristics present in baseball that render both immediate and enduring effects.  相似文献   

高校体育场馆对外开放突发事件的应急管理机制研究     

王骏  刘海荣  何宁宁  廖大伟 《沈阳体育学院学报》2020,(2):125-132

运用文献资料、实地调查等研究方法,对我国高校体育场馆对外开放突发事件应急管理现状进行调查分析。发现目前我国高校体育场馆对外开放过程中,存在缺乏突发事件应急预案的研制、对安全风险评估不足、缺乏急救设施的配置、场馆现场管理人员缺乏应急管理的培训与演练、场馆现场管理人员数量不足的问题。在高校体育场馆突发事件应急管理发展现状基础上,依托应急管理理论与应急救援理论,架构由突发事件识别与评估模块、决策系统模块、应急救助体系模块、应急预案选择模块、应急救援的执行模块所组成的我国高校体育场馆对外开放突发事件应急管理机制。建议:完善场馆管理规章制度,形成场馆对外开放突发事件应急长效管理机制;加强员工的应急管理理论培训与技能学习;制定各类应急预案并进行演练;保持突发事件应急救援稳定的对外联系畅通。  相似文献   

大型赛事赞助、网络关注度与企业市场价值--2018年俄罗斯世界杯中国赞助商实证研究     

付磊  蔡兴林 《体育科学》2020,(4):28-34

企业赞助大型体育赛事目的是为了提升企业的市场价值,针对多家中国企业赞助2018年俄罗斯世界杯的事件,用事件研究方法考察了企业签约赞助和开赛日2个阶段股票价格的异常收益波动,并用百度指数研究了网络关注度对异常收益的影响关系。研究发现,中国企业赞助俄罗斯世界杯,在签约事件窗口内企业获得正向的市场绩效,而在开赛日事件窗口内企业获得负向的市场绩效。百度指数与股票异常收益的关系,说明网络关注度对事件影响产生催化剂的作用。研究结果表明,企业赞助大型赛事需要注重短期和长期的效果,注意防止过度炒作,并要积极采用营销组合的手段扩大赞助带来的影响和收益。  相似文献   

Student success pocket-graphic: a mountain of data transformed     

Karen Briere  Kelly Drifmeyer 《Public Services Quarterly》2020,16(1):48-58

Abstract

How does a small community college library, without marketing experience or budget, advocate for its value to a campus community and its administrators? We did so by creating an engaging, bright, and easy-to-read “pocket-graphic.” In this column, we reflect on the process of shaping a multi-use product out of a mountain of data. Through research in design practices, field observations of popular information tools, and an uncomfortable step into braggadocio, we learned to articulate the successes of our library. Our “pocket-graphic” told our story, yes – but it also provoked surprise, questions (“you really have all that?”) and delight in the lesser known successes (“you really DO all that!”). In the process, we connected our students more deeply to helpful services and resources, faculty to supportive instruction, and positively changed the tone of conversation with all our stakeholders. By turning data points into selling points, we found insights and a focus that moved our own development forward, helping ourselves to define improved priorities for advancing our critical role in student success.  相似文献   

Segmenting the audience of a cause-related marketing viral campaign     

《International Journal of Information Management》2021

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.  相似文献   

体育赛事转播权的多重解读及其类型化保护     

龚韬  刘智瑜  何炼红 《武汉体育学院学报》2019,53(11):43-48

体育赛事转播权是一种新兴的复合型权利，是指电视台、视频网站、直播平台等转播机构就其制作的体育赛事节目和提供的转播信号享有的著作权或者录音录像制品权、广播组织权，同时也是指赛事组织者就体育赛事享有的"转播许可权"。对其不同层次的内容应当分别予以解读，而不宜笼统地在"体育赛事转播权"这一概念下进行讨论。对赛事组织者的权利保护，有赖于体育法对其权利予以法定化；对相应的著作权人和邻接权人的保护，需要在完善著作权法的基础上，坚持作品独创性判断标准，并提升邻接权的保护水平。  相似文献   

博物馆通过协同发展成功应对挑战          下载免费PDF全文

比约恩·斯坦费斯 《自然科学博物馆研究》2018,(2):66-73

关于博物馆通过协同发展应对挑战的本项研究,将以当前博物馆面对的全球化趋势为切入点,并对“全球博物馆社区”这个概念进行解释。在此基础上,提出支持博物馆协同发展的7P营销策略:Promotion(推广),People(人),Product(产品),Process(过程),Politics(政治),Place(地方),Price & Accessibility(价格与可行性)。  相似文献   

A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction     

Kyungyeol Kim  Kevin K. Byon 《Sport Management Review》2018,21(5):582-595

Although sport management researchers concur with one another regarding the significance of interaction between employees and consumers in shaping the consumers’ attitudes and behaviors, the vast majority of previous studies are largely isolated such that they take assessment exclusively from one side of the dyad—either employees or consumers. The authors seek to advance the current body of knowledge by utilizing a dyadic method that includes judgments provided by employees as well as one of each employee’s consumers in a high-contact sport service context (i.e., multi-purpose fitness centers). As such, the authors investigate how employee citizenship behavior and deviance behavior influence consumer citizenship behavior and participative behavior through consumers’ perceived service quality and satisfaction with employees. The results indicated that employee citizenship behavior positively and deviance behavior negatively shaped consumers’ perceptions of service quality, whereas the negative moderating effect of employee deviance behavior between employee citizenship behavior and service quality was not supported. Satisfaction with employees significantly mediated the relationship between service quality and consumer citizenship behavior but not between service quality and consumer participative behavior. Theoretical, methodological, and practical implications derived from this study are discussed.  相似文献   

Setting the future of digital and social media marketing research: Perspectives and research propositions     

《International Journal of Information Management》2021

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.  相似文献   

后发赞助企业如何“以小博大”——赞助跟随影响研究     

杨洋  王虹  张永韬  周寿江 《武汉体育学院学报》2018,52(2):43-48

赞助跟随是指在竞争对手（被跟随企业）采取赞助行为后，作为应对，跟随企业采取的相对应的赞助行为。运用实验法，以体育赞助为具体研究背景，针对跟随企业，研究如何运用赞助跟随策略，以较小的赞助投入获取较大的赞助效果，为后发赞助企业和品牌劣势企业等无法短时间获取稀缺赞助资源的企业提供了赞助实践建议。  相似文献