No Cover Image

Journal article 94 views

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

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

Swansea University Author: Paul Jones

  • Accepted Manuscript under embargo until: 15th October 2022

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...

Full description

Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa56674
Tags: Add Tag
No Tags, Be the first to tag this record!
first_indexed 2021-04-16T15:40:42Z
last_indexed 2021-07-14T03:20:33Z
id cronfa56674
recordtype SURis
fullrecord <?xml version="1.0"?><rfc1807><datestamp>2021-07-13T13:15:31.4910080</datestamp><bib-version>v2</bib-version><id>56674</id><entry>2021-04-16</entry><title>Innovative sports-embedded gambling promotion: A study of spectators&#x2019; enjoyment and gambling intention during XFL games</title><swanseaauthors><author><sid>21e2660aaa102fe36fc981880dd9e082</sid><ORCID>0000-0003-0417-9143</ORCID><firstname>Paul</firstname><surname>Jones</surname><name>Paul Jones</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2021-04-16</date><deptcode>BBU</deptcode><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 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.</abstract><type>Journal Article</type><journal>Journal of Business Research</journal><volume>131</volume><journalNumber/><paginationStart>206</paginationStart><paginationEnd>216</paginationEnd><publisher>Elsevier BV</publisher><placeOfPublication/><isbnPrint/><isbnElectronic/><issnPrint>0148-2963</issnPrint><issnElectronic/><keywords>Innovation; Sports Gambling; promotion; Consumer experience; Fan engagement</keywords><publishedDay>1</publishedDay><publishedMonth>7</publishedMonth><publishedYear>2021</publishedYear><publishedDate>2021-07-01</publishedDate><doi>10.1016/j.jbusres.2021.03.040</doi><url/><notes/><college>COLLEGE NANME</college><department>Business</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>BBU</DepartmentCode><institution>Swansea University</institution><apcterm/><lastEdited>2021-07-13T13:15:31.4910080</lastEdited><Created>2021-04-16T16:30:39.8804327</Created><path><level id="1">School of Management</level><level id="2">Business</level></path><authors><author><firstname>Zimu</firstname><surname>Xu</surname><order>1</order></author><author><firstname>Maria H.</firstname><surname>Gonzalez-Serrano</surname><order>2</order></author><author><firstname>Rocco</firstname><surname>Porreca</surname><order>3</order></author><author><firstname>Paul</firstname><surname>Jones</surname><orcid>0000-0003-0417-9143</orcid><order>4</order></author></authors><documents><document><filename>Under embargo</filename><originalFilename>Under embargo</originalFilename><uploaded>2021-05-21T15:22:05.6446465</uploaded><type>Output</type><contentLength>230864</contentLength><contentType>application/pdf</contentType><version>Accepted Manuscript</version><cronfaStatus>true</cronfaStatus><action/><embargoDate>2022-10-15T00:00:00.0000000</embargoDate><documentNotes>&#xA9;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)</documentNotes><copyrightCorrect>true</copyrightCorrect><language>eng</language></document></documents><OutputDurs/></rfc1807>
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 School of Management Business Zimu Xu 1 Maria H. Gonzalez-Serrano 2 Rocco Porreca 3 Paul Jones 0000-0003-0417-9143 4 Under embargo Under embargo 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
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 School of Management
hierarchytype
hierarchy_top_id schoolofmanagement
hierarchy_top_title School of Management
hierarchy_parent_id schoolofmanagement
hierarchy_parent_title School of Management
department_str Business{{{_:::_}}}School of Management{{{_:::_}}}Business
document_store_str 0
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 2021-07-01T04:21:30Z
_version_ 1713926088220999680
score 10.829786