The impact of digital communications on consumer perceptions of sport celebrity transgressions
Article
Article Title | The impact of digital communications on consumer perceptions of sport celebrity transgressions |
---|---|
ERA Journal ID | 213259 |
Article Category | Article |
Authors | Sassenberg, Anne-Marie (Author), Summers, Jane (Author), Johnson Morgan, Melissa (Author) and Hassan, Rumman (Author) |
Journal Title | Journal of Global Sport Management |
Journal Citation | 3 (2), pp. 189-207 |
Number of Pages | 19 |
Year | 2018 |
Publisher | Taylor & Francis |
Place of Publication | Korea |
ISSN | 2470-4067 |
2470-4075 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/24704067.2018.1457968 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/24704067.2018.1457968?scroll=top&needAccess=true |
Abstract | Whilst the use of sport celebrities in marketing strategies is growing in popularity it is not without risk. The increasing reliance on scandal by the news media to capture audience attention, has accelerated the interest in sport-celebrity transgressions. This research adopts an netnographic method to analyze over seven thousand comments from online forums about sport celebrity transgressions. We found that consumers were more likely to express negative comments in relation to transgressions that violated moral, ethical and/or legal norms and that this in turn was most likely to effect the perceived role model ability of a sport celebrity. We provide evidence that the communication behavior of sport fans in a digital communication medium extends the life of a transgression in the public domain. Finally, we noted sport fans exhibited higher levels of engagement and willingness to participate in debate in these mediums than observed in other types of online communities. |
Keywords | digital communication, sport celebrity transgressions, role model ability, sport expertise, netnographic method |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350604. Marketing communications | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Enterprise |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q4q40/the-impact-of-digital-communications-on-consumer-perceptions-of-sport-celebrity-transgressions
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