Jeeyoon Kim and Bong Gee Jang

This study investigates soccer video games as a platform to promote soccer engagement (i.e., involvement, behavioral intentions) among those who do not physically play soccer regularly. Perceived soccer literacy is proposed as a construct explaining the promotional effect, consisting of the four sub-themes of affective attitude, perceived functional knowledge, perceived critical knowledge, and perceived competence. A study was conducted based on an online survey and with US and Canadian adults who do not physically play soccer on a regular basis. With structural equation modeling, (1) the...Read more

Jeeyoon Kim and Bong Gee Jang

This study investigates soccer video games as a platform to promote soccer engagement (i.e., involvement, behavioral intentions) among those who do not physically play soccer regularly. Perceived soccer literacy is proposed as a construct explaining the promotional effect, consisting of the four sub-themes of affective attitude, perceived functional knowledge, perceived critical knowledge, and perceived competence. A study was conducted based on an online survey and with US and Canadian adults who do not physically play soccer on a regular basis. With structural equation modeling, (1) the...Read more

Dae Hee Kwak
Galen E. Clavio
Andrea N. Eagleman
Ki Tak Kim

Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants’ intention to personalize their SVG experience were examined. Current users (N = 459) of a sport video game, “FIFA 06 Live”, participated in the study and the results revealed that users who utilize...Read more

Patrick Walsh
Yongjae Kim
Stephen D. Ross

In today’s cluttered marketplace it is essential that corporations seek new and innovative ways to reach their target audience. Sport video games represent an emerging media forum for brand management as corporations are now engaging in brand placement within sport video games in an attempt to reach consumers in a non-traditional way. Despite the growth of this practice little research has been conducted to determine its effectiveness, particularly as it compares to placement within more traditional mediums. As such, the purpose of this study is to compare the recall and recognition rates...Read more