OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Sports Marketing & Sponsorship is 1. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-04-01 to 2025-04-01.)

Article	Citations
Validating two shortened versions of the fitness switching cost scale	31
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	27
Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques	27
Co-branding drivers between professional sport organizations and on-field sports apparel sponsors	26
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	20
A systematic review on spectator behavior in esports: why do people watch?	19
Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives	18
Guest editorial: Sports management research using partial least squares structural equation modeling (PLS-SEM)	18
A “toxic culture”: the experiences of underrepresented ticket sales employees across professional sport	17
The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions	16
The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory	15
Will destination image drive the intention to revisit and recommend? Empirical evidence from golf tourism	15
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics	15
Guest editorial: Diversity, equity and inclusivity in sport marketing research	13
Rasch calibration and optimal categorization of the sport fandom questionnaire	12
Social media adoption as a marketing communication tool by non-professional sports clubs: a multiple case study approach	12
An interpretive structural model for factors affecting the tax compliance of professional athletes: a case study of football players	11
The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement	10
Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements	10
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots	9
The role of source attractiveness and source credibility in advertising field hockey: a minority sport	9
Quality and satisfaction in female fitness centers and the moderating roles of age and income: empirical evidence from Saudi Arabia	9
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	9
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study	9
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements	9

Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo	9
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude	9
Sport federations' organizational innovativeness: an empirical comparison of characteristics and attitudes	9
Doping as a barrier in universal acceptance of esports	8
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	8
Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis	8
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	8
Leveraging artificial intelligence (AI) for data collection and analysis: the case of and application in corporate social responsibility (CSR) through sport research	8
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	7
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions	7
Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts	7
The role of trust in sports organization crisis communication: the case of the Houston Astros' sign-stealing scandal	7
Returning for skill or popularity? The demand for esports match replay	6
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	6
Rethinking dual careers: success factors for career transition of professional football players and the role of sport entrepreneurship	6
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	6
Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming	6
How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit	6
Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience	6
Brand perception and its relationships to satisfaction with a virtual sporting event	5
Sport team identification: a social identity perspective comparing local and distant fans	5
Ethics in quantitative sport management research: the impact of AI	5
Unveiling consumer loyalty dynamics: insights for golf club loyalty programs	5
Online posting intention: do the social communication and brand equity of esports matter?	5
Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere	5
Effects of in-game brand congruity on esports consumers' implicit and explicit memory	5
Are single-item needs' and values' measures a good alternative to multi-item measures for sport marketers?	5
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	5
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	5
The brand persona of a football manager – the case of Arsène Wenger	4
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	4
Season ticket holder segmentation in professional sports: an application of the sports relationship marketing model	4
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?	4
The positive and negative impacts of social and personal self-categorizations on sport fans' experience	4
No games to watch: empirical analysis of sport fans’ stress and coping strategies during COVID-19 lockdown	4
Virtual active sports: identifying main barriers and facilitators for casual fitness fans	4
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events	3
Strategic philanthropy of athletes after transgression: examining the congruence effect of pre-transgression and transgression issues	3
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	3
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	3
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	3
The role of social and environmental sustainability on sportswear’s purchasing among European consumers	3
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	3
Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes	3
Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch	3
Promoting the path of educational activities in the International Table Tennis Federation Museum	3
Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations	3
The transformative impact of big data applications in sport marketing: current and future directions	3
Implementing trades of the National Football League Draft on blockchain smart contracts	2
A social epidemiological perspective on local tennis league participation: a multigroup moderated-mediation structural analysis using PLS-SEM	2

Sports ambassadors and destination image: a fuzzy set analysis	2
Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program	2
Consumer segmentation in esports: clustering via consumption motivation	2
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	2
Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest	2
Hype or opportunity? Tokenization as engagement platform in sport marketing	2
Career patterns of marketing managers in top European football clubs	2
Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes	2
Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach	2
The national rugby league and the Bundesliga: a study of brand hate	2
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention	2
Enhancing sport sales training through technology: an examination of artificial intelligence as a tool for evaluating and training sales agents	2
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	2
Connecting event impact perceptions to sponsor-related behaviours among residents in the host city	2
Identifying online sports betting motivations associated with betting intention	2
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	2
Customer engagement on social media: an examination of NFL teams’ Instagram posts	1
The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball	1
A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers	1
A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective	1
Retail quality, market environment and business survival in the retail Apocalypse: an investigation of the sporting goods retail industry	1
Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research	1
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training	1
Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics	1
How customer knowledge management helps retain fitness club members: a mediating effect of relationship quality	1
The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues	1
How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?	1
Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements	1
Exploring the effects of the COVID-19 pandemic on sport tourism	1
Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption	1
College NIL athletes as social media influencers: examining sports vs lifestyle posts on consumer perceptions	1
What makes esports consumers watch streamers' esports live-streaming contents? Extending the theory of planned behavior	1
From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience	1
Effectiveness of sponsorship type, sport team identification, team support and congruence	1
Temporal team switching after the elimination of the supported team at a knockout tournament	1
(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media	1
Once upon a time: using brand stories to sell signature sneakers	1
Pro softball fan segments: a two-step cluster analysis	1
Generative A.I. in sport advertising: effects of source-message (in)congruence, model types and A.I. awareness	1
Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations	1
A machine learning approach to predict classification of fans’ attitudes toward sponsors	1
The outcomes of social capital among event runners: quality of life considerations	1
Sports team success and managerial decisions: the role of playing-time concentration	1
Unveiling the forces behind exercise intent in sports and fitness live streaming: a combination of symmetric and asymmetric modeling approaches	1