Yonghwan Chang
Clinton Warren
and Matthew Katz

Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning...Read more

Michael L. Naraine

The purpose of this study was to identify segments within the social media networks of major professional sport organizations. Relational data were collected from the Twitter accounts of four major professional sport organizations based in Toronto, Canada. Users within these networks were subsequently parsed based upon their Twitter behavior (e.g., likes, retweets, and follows) and their demographic information using an automated cluster analysis. After revealing characteristics of each segment, the findings highlight both sport focused (e.g., hockey, basketball) and non-sport focused (e.g...Read more