Document Type : Research Paper
Author
Assistant Professor of Tourism Services and Operations Management, Faculty of Tourism, University of Tehran, Tehran, Iran.
Abstract
Purpose: This study aims to explore the emerging trends in sport marketing and sponsorship research by examining theoretical, thematic, and methodological frameworks across time. Articles were classified based on their relevance to the evolution of sport business industry segments, conceptual, intellectual, and social structures, as well as their citation patterns.
Design/methodology/approach: The investigation employs a multi-method analytical approach, focusing on research articles published in the prominent International Journal of Sports Marketing and Sponsorship (IJSMS) from 2016 to 2023. Data were obtained from Scopus and subjected to bibliometric analysis to elucidate scholarly contributions and thematic evolution over time utilizing R software.
Findings: The findings indicated that a significant portion of the articles in the paradigm funnel classification were based on experimental observations and analytical methods. The topics covered ranged from sustainability and social media to esports, Twitter, football fans, loyalty, and spectators. Additionally, there was a focus on relationship marketing and service quality as emerging themes. Also, using quantitative methods, empirical observations, and analytical methods, as well as having multiple authors and longer titles, affected article citations positively.
Research limitations/implications: This research will be helpful as a roadmap for researchers in sport marketing and sponsorship. As well as this, scholars will be able to discern how articles about a particular topic have evolved over time through this research.
Practical implications: This research offers valuable insights for understanding how sport marketing and sponsorship research has evolved, providing scholars with guidance for future research directions by highlighting historical gaps and niche areas.
Originality/value: This comprehensive historical review not only maps the significant themes in sport marketing and sponsorship research but also sheds light on the academic trends that have shaped the field. The findings can help guide scholars toward historically underexplored areas in the literature, aiding in the continued development of the field. While the study highlights key areas such as consumer behavior, sports marketing strategy, and service quality, there remains a lack of focus on interdisciplinary approaches combining sport marketing with emerging fields like sustainability, digital innovation, and social equity. Future research should explore how advanced technologies, such as blockchain, AI, and the metaverse, reshape fan engagement and sponsorship strategies. In addition, researchers could examine the role of sport sponsorships in promoting social equity, diversity, and inclusion, mainly through campaigns that address societal challenges or empower marginalized groups.
Main Subjects
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