Minkyo Lee
Robert F. Potter
Choong Hoon Lim
and Paul M. Pedersen

The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to commercials. The findings enrich our understanding of how...Read more

Minkyo Lee
Robert F. Potter
Choong Hoon Lim
and Paul M. Pederson

The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to commercials. The findings enrich our understanding of how...Read more

Christopher Lee and Lynn Kahle

In spite of the prominence of social media within sport marketing and increased attention from researchers, very few studies have looked at the linguistic makeup of social media content in sport. The values and emotions a company tweets convey important information about brands and marketing efforts. The research used two studies to computationally analyze thousands of tweets from four baseball teams and four apparel companies. Results show unique relations between values and emotions across both baseball teams and apparel companies. As an example, Nike communicated the value sense of...Read more