TY - JOUR
T1 - Online marketing during a global crisis
T2 - an exploration of sponsorship's effectiveness over the internet
AU - Koronios, Konstantinos
AU - Ntasis, Lazaros
AU - Dimitropoulos, Panagiotis
AU - Thrassou, Alkis
N1 - Publisher Copyright:
Copyright © 2023 Inderscience Enterprises Ltd.
PY - 2023
Y1 - 2023
N2 - The integration of online digital technology has revolutionised the processes of creating, promoting, delivering, and consuming sports. The goal of this paper was to conduct a comprehensive investigation of the key factors that influence favourable consumer behaviour in the context of sport sponsorship, specifically in an online setting. The current paper focuses on the examination of the effects of four antecedent factors on two intermediate factors, namely spectators' awareness of and attitude towards sponsoring firms. Furthermore, the study investigates how these intermediate factors subsequently influence spectators' purchase intentions towards the actual sponsoring companies during a period of crisis. A quantitative methodology was adopted with 1182 online replies being gathered and examined. The collected data was then evaluated utilising statistical software such as SPSS and AMOS. In accordance with the results, it was observed that many factors had a substantial impact on the awareness, attitudes, and purchasing intentions of spectators.
AB - The integration of online digital technology has revolutionised the processes of creating, promoting, delivering, and consuming sports. The goal of this paper was to conduct a comprehensive investigation of the key factors that influence favourable consumer behaviour in the context of sport sponsorship, specifically in an online setting. The current paper focuses on the examination of the effects of four antecedent factors on two intermediate factors, namely spectators' awareness of and attitude towards sponsoring firms. Furthermore, the study investigates how these intermediate factors subsequently influence spectators' purchase intentions towards the actual sponsoring companies during a period of crisis. A quantitative methodology was adopted with 1182 online replies being gathered and examined. The collected data was then evaluated utilising statistical software such as SPSS and AMOS. In accordance with the results, it was observed that many factors had a substantial impact on the awareness, attitudes, and purchasing intentions of spectators.
KW - attitude
KW - awareness
KW - beliefs about sponsorship
KW - Covid-19
KW - crisis
KW - online setting
KW - purchase intentions
KW - sincerity
KW - sponsorship
KW - sport involvement
UR - http://www.scopus.com/inward/record.url?scp=85195605481&partnerID=8YFLogxK
U2 - 10.1504/JGBA.2023.138945
DO - 10.1504/JGBA.2023.138945
M3 - Article
AN - SCOPUS:85195605481
SN - 1746-966X
VL - 16
SP - 343
EP - 365
JO - Journal for Global Business Advancement
JF - Journal for Global Business Advancement
IS - 3
ER -