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Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

Zimu Xu, Maria H. Gonzalez-Serrano, Rocco Porreca, Paul Jones Orcid Logo

Journal of Business Research, Volume: 131, Pages: 206 - 216

Swansea University Author: Paul Jones Orcid Logo

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DOI (Published version): 10.1016/j.jbusres.2021.03.040

Abstract

The sports industry has continued to grow on the basis of innovative practices. One such recent innovation in sport was the introduction of live on-screen betting odds during XFL game broadcasts. Such a service had never before been offered in the United States. This paper examines the impact of the...

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Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa56674
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first_indexed 2021-04-16T15:40:42Z
last_indexed 2021-07-14T03:20:33Z
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spelling 2021-07-13T13:15:31.4910080 v2 56674 2021-04-16 Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games 21e2660aaa102fe36fc981880dd9e082 0000-0003-0417-9143 Paul Jones Paul Jones true false 2021-04-16 BBU The sports industry has continued to grow on the basis of innovative practices. One such recent innovation in sport was the introduction of live on-screen betting odds during XFL game broadcasts. Such a service had never before been offered in the United States. This paper examines the impact of these live on-screen betting odds on fan engagement and consumer experience (increased spectator enjoyment and gambling intention) during the XFL season. Fuzzy-set qualitative comparative analysis reveals interesting results. For both increased spectator enjoyment and high levels of gambling intention, the combination of high levels of perceived enjoyment, excitement expectancy, and escape expectancy has the highest explanatory capacity. Moreover, increased XFL spectator enjoyment is associated with gambling intention. These findings highlight the power of mediated sport to generate excitement among sports consumers. The findings also provide new knowledge regarding the use of sports-embedded gambling promotion. The progressive use of innovative strategies to increase the perceived enjoyment of XFL spectators when they see live on-screen betting odds during televised XFL games can enhance their gambling intention. Journal Article Journal of Business Research 131 206 216 Elsevier BV 0148-2963 Innovation; Sports Gambling; promotion; Consumer experience; Fan engagement 1 7 2021 2021-07-01 10.1016/j.jbusres.2021.03.040 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2021-07-13T13:15:31.4910080 2021-04-16T16:30:39.8804327 Faculty of Humanities and Social Sciences School of Management - Business Management Zimu Xu 1 Maria H. Gonzalez-Serrano 2 Rocco Porreca 3 Paul Jones 0000-0003-0417-9143 4 56674__19961__60ff28d33aa44a0ca21c71e3d8c65903.pdf 56674.pdf 2021-05-21T15:22:05.6446465 Output 230864 application/pdf Accepted Manuscript true 2022-10-15T00:00:00.0000000 ©2021 All rights reserved. All article content, except where otherwise noted, is licensed under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND) true eng https://creativecommons.org/licenses/by-nc-nd/4.0/
title Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
spellingShingle Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
Paul Jones
title_short Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
title_full Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
title_fullStr Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
title_full_unstemmed Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
title_sort Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games
author_id_str_mv 21e2660aaa102fe36fc981880dd9e082
author_id_fullname_str_mv 21e2660aaa102fe36fc981880dd9e082_***_Paul Jones
author Paul Jones
author2 Zimu Xu
Maria H. Gonzalez-Serrano
Rocco Porreca
Paul Jones
format Journal article
container_title Journal of Business Research
container_volume 131
container_start_page 206
publishDate 2021
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2021.03.040
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description The sports industry has continued to grow on the basis of innovative practices. One such recent innovation in sport was the introduction of live on-screen betting odds during XFL game broadcasts. Such a service had never before been offered in the United States. This paper examines the impact of these live on-screen betting odds on fan engagement and consumer experience (increased spectator enjoyment and gambling intention) during the XFL season. Fuzzy-set qualitative comparative analysis reveals interesting results. For both increased spectator enjoyment and high levels of gambling intention, the combination of high levels of perceived enjoyment, excitement expectancy, and escape expectancy has the highest explanatory capacity. Moreover, increased XFL spectator enjoyment is associated with gambling intention. These findings highlight the power of mediated sport to generate excitement among sports consumers. The findings also provide new knowledge regarding the use of sports-embedded gambling promotion. The progressive use of innovative strategies to increase the perceived enjoyment of XFL spectators when they see live on-screen betting odds during televised XFL games can enhance their gambling intention.
published_date 2021-07-01T04:11:48Z
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score 11.012678

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