Diss. Växjö : Växjö universitet, 2009.

Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. Influencers with a large number of followers have been used by many companies as online marketing tools. To deeply explore the reasons why Chinese millennial consumers buy products recommended by the influencer, the Theory of Triadic Influence (TTI) was used as the theoretical basis to form the theoretical framework of this study after a review of academic literature, and various factors such as Chinese culture, different industries, personal influence stream, environment, and social environment should be considered. Purpose The purpose of this research is to study the factors that affect Chinese millennial consumers to follow the recommendations of influencers in purchasing sports products through Taobao, Tik Tok, or Weibo. MethodIn this quantitative research, 362 Chinese respondents' data were collected through an online questionnaire. The data of the 302 sample were tested and analyzed by SPSS software since they were referring to Chinese millennials who have followed influencers and purchased sports products online. Conclusion According to the data analysis results of this study, behavior control, self-efficacy, and attitude will actively promote Chinese millennial consumers' purchase intentions of sports products recommended by influencers. Finally, social norms are related to Chinese culture, which may explain why this hypothesis does not significantly predict consumers' online purchase intentions. Therefore, this study could provide suggestions for influencers and online retailers to help them improve the online purchasing intention of Chinese millennial consumers, and thus improve the sales and profit. On the other hand, this study can help consumers understand the marketing strategies of influencers to achieve the purpose of helping them to make more rational consumption.

Purpose – The purpose of this research is to create an understanding of how influencer marketing could be used to increase the purchase intention in an area of a high involvement product in a niche market. Since this study is collected together with a Swedish golf company, the golf industry was evaluated. In order to fulfill the purpose, the social media influencer value (SMIV) model was adopted in this study. Method – A quantitative experiment was conducted through the use of experimental vignette methodology (EVM) together with a qualitative validity check-in form of an interview with a key person from the industry. The main data was collected through a combination of exposure to the independent variable (through a stimulus) and a set of following questions (a questionnaire). The questionnaire was sent out to the company’s consumer through email and to analyze the collected data an analysis of covariance (ANCOVA) was used. Findings – In the collected data, evidence indicating that golf is a high involvement activity where the participants put down a lot of time and effort in the sport was found. In the SMIV model three significant paths was found between expertise and purchase intention, similarity and purchase intention, and usefulness and purchase intention. All three independent variables had a positive impact on purchase intention which tells us that when expertise, similarity, or usefulness increases, consumers purchase intension increases as well. Theoretical and practical implications – The results in this study contributes to current literature in the area of influencer marketing by confirming some relationships but also by extending the literature. The study also contributes to important insights for marketing practitioners since the results present important variables to consider when using influencer marketing to create purchase intention. It also creates meaningful insights for the influential person itself and open up for further research in the area of the effect of influencer marketing in a high involvement product.

This study examines Corporate Social Responsibility (CSR) within the industry of sports and more precisely in regards to professional ice hockey players. The purpose of this study is to achieve a deeper understanding of how professional ice hockey players organize themselves through philanthropic CSR and why these engage in this CSR-work and in turn how it affects their brand. To attain this purpose the study need to answer the following three questions: how do ice hockey players organize themselves using philanthropic CSR, what motivates them to do philanthropic CSR-work and lastly how is their brand affected by doing philanthropic CSR.To achieve this deeper knowledge eleven interviews were carried out to collect the empirical data for the study. The interviews were conducted with a deductive viewpoint which gradually turned into a inductive one. With this in mind the study has been carried out with previous studies being taken in consideration and after the conclusion of the interviews into the position of the individual hockey players. After analysing the results a strong connection between the empirical data and the theoretical framework could be confirmed and it became clear that the players did not use CSR for their own gain or benefits. The motives behind the players engagement with CSR-activities could be connected to their unique prerequisites, but also through the encourage they received from their surroundings. The motivation for CSR seemed to come from the will to transcend into the life after sports. / Denna studie behandlar Corporate Social Responsibility (CSR) inom idrottsbranschen, med inriktning mot professionella ishockeyspelare. Studiens syfte är att erhålla en förståelse för hur professionella ishockeyspelare organiserar sig av filantropiskt CSR, samt undersöka vad som motiverar dem till det filantropiska CSR-arbetet och hur detta i sin tur påverkar ishockeyspelarens varumärke. Följande frågeställningar ska besvaras för att uppnå syftet: hur organiserar sig ishockeyspelare genom filantropiskt CSR-arbete, vad motiverar dem till filantropiskt CSR-arbete samt hur deras varumärke påverkas av filantropiskt CSR-arbete? För att nå den djupa förståelsen har empirin samlats in genom elva semistrukturerade intervjuer. Studien har utgått från ett deduktivt synsätt men har gradvis övergått till ett induktivt synsätt. Således har studien utgått från tidigare kunskap för forskningsämnet men efter de utförda intervjuerna övergått till ishockeyspelarnas ställningstagande. Efter en analysering av studien kunde starka kopplingar mellan det empiriska materialet och den teoretiska referensramen konstateras. Efter arbetets gång blev det tydligt att ishockeyspelarna inte använder sig av CSR för sin egna skull eller för sin egna vinning. Motiven bakom ishockeyspelarnas engagemang för CSR kunde kopplas till deras unika förutsättningar, men även av uppmuntran av sin omgivning. Motivationen för CSR engagemang visade sig fortleva i livet efter idrotten.

在運動產業逐漸興起的現代，如何評比球隊或運動員的表現好壞，似乎成了現在新興的熱門話題。經濟學上用來評估一家廠商的生產績效優劣，常用的是生產效率分析，生產活動偏離生產邊界的程度代表不效率高低。而球隊比賽的過程就像廠商生產的過程，運用各種投入得到產出。在籃球比賽中，比賽的投入可為球隊的各種技術統計，例如：投籃命中率、抄截、火鍋…等等，產出則是比賽的得分數。因此，在本篇文章中，我們利用經濟學中的生產效率分析來分析球隊的表現優劣，即評估各球隊發揮其潛能的程度。 評估生產效率的模型有很多，由於比賽的性質，有時候統計誤差、運氣也佔了很重要的部份，所以在選擇模型時，選的是隨機邊界效率分析模型（Stochastic Frontier Approach, SFA），除了利用隨機邊界分析模型分析球隊的生產效率，也利用預估的效率值來預測比賽結果排名，並與一般常用來預測結果的模型PROBIT MODEL做比較。我們利用大陸男子甲A籃球聯賽2003-2004和2004-2005賽季作為實證樣本，發現隨機邊界分析模型不只可以用來評估效率，在預測比賽結果排名上，隨機邊界分析模型預測能力則與PROBIT MODEL沒有顯著統計性的差異。 關鍵字：生產效率、隨機邊界分析法、運動產業 / Today, sports industry is getting popular, and how to evaluate the performance of sports teams or players seems also to be a newly hot interesting topic. In economics, production efficiency is often applied to evaluate a firm’s production performance. The inefficiency of a production activity is measured as its deviation from the production frontier. The process of a sport game is similar to a firm’s production process, which transforming various inputs into output(s). For basketball games, inputs can be the various technical statistics, such as field goal rate, steals, blacks, assistant attack, etc. Output(s) can be the scores of the teams got. Therefore, in this paper we use the production efficiency to gauge the performance of sports teams. There are many models measuring production efficiency. In this paper we choose the Stochastic Frontier Approach (SFA) to evaluate the sport team’s efficiency on account of the white noises which exist in the sport game obviously. We also use estimated efficiency scores to predict the outcome ranking of teams, and compare it to that of the PROBIT MODEL which is usually used to predict the outcome of a game. The sample we used are the results of the CBA men’s regular season and playoff season, and we found that the SFA is not only to evaluate efficiency but also can predict the outcome of competition, and its prediction ability is not significantly statistically different to that of PROBIT MODEL. Keywords: Production Efficiency, Stochastic Frontier Approach, Sports Industry

This dissertation explored how sports organizations approach the communication of a defeat on social media from the perspective of organizational image management. Furthermore, this study sought to identify how sports fans react to a defeat on social media and what kind of implications fan reactions have on the organizational image management process. The sports industry has some unique characteristics compared to other commercial industries. The overall success of sports organizations is to a great extent dependent on the on-field performances of the team and the coherence of the fan community. The image of sports organizations is likewise dependent on the combination of on-field performances and how the fan community perceives the organization. Sports fans have a strong psychological connection to their favorite team. The strong attachment to a sports organization results commonly in biased evaluations of their favorite team. This dissertation examines how this dynamic unfolds in an online media environment using a customized theoretical framework that combines organizational image management theory and social identity theory. The research strategy in this dissertation consisted of a case study of six sports organizations in the Swedish Hockey League and their fans. Empirical data was collected through six interviews with communication specialists employed by the teams and by sampling comments written by fans on the teams’ Facebook pages on posts about defeats. The findings show that sports organizations in the SHL have a desire to appear honest in their approach to communicating a defeat on social media. This desire encompasses a straightforward approach to communicating a defeat on social media to their fans, making the organization to resemble a credible disseminator of information to key stakeholders in online environments. Furthermore, through the strong psychological connection to their favorite team, fans were found to have a role in the image maintenance process on social media after a defeat. Fans took mainly two different stances on social media after a defeat and were found to both hinder and aid the image management process after a defeat.

The purpose of thesis is to independently describe and analyze various assumptions upon which arises the liability to damages according to regulation in OZ. The emphasis is being placed particularly on damage to health and associated claims, i.e. compensation for pain and social impairment. A substantial part is devoted to the method and amount of compensation, particularly with regard to the adoption of a new concept, which is to be indemnified loss in full accordance to the principles of decency, if case it cannot be determined otherwise. In addition, it was necessary to deal with other non-pecuniary injuries which include injuries caused by mental distress. The thesis is, besides introduction and conclusion (the first and fifth chapter), composed of three main chapters. The second chapter is devoted to the relationship between two seemingly independently existing phenomena of recent time, and those are law and sport. First, it defines the concept of sport through its characteristics, which is followed by the actual relationship between law and sport. Further, the thesis describes a problematic existence of the branch of Sports law. The third chapter reports on the institute of legal liability under the laws of the Czech Republic, first in general, then specifying the liability arising from...

Purpose of the study: develop and validate technology services to small town sports club. The object of study: аctivities of sports club “Olimp”, city Kamensk-Uralsky. Subject of study: рlanning service technologies for sports club “Olimp”, city Kamensk-Uralsky. The author reviewed the literature on the implementation of technology in the service industry of sports. The author has studied the activities of the sports club “Olimp”, city Kamensk-Uralsky. Author planned and substantiated service technologies for sports club “Olimp”, city Kamensk-Uralsky. The author has shown the results of research at international conferences. / Цель исследования: разработать и экономически обосновать сервисные технологии для спортивного клуба малого города. Объект исследования: деятельность спортивного клуба «Олимп», город Каменск-Уральский. Предмет исследования: разработка сервисных технологий для спортивного клуба «Олимп» г. Каменск-Уральский. В ходе исследования проведен обзор литературных данных по вопросам внедрения сервисных технологий в индустрию спорта; проведен сбор и рассмотрение данных по вопросам деятельности спортивного клуба «Олимп», г. Каменск-Уральский; разработаны и экономически обоснованы сервисные технологии для спортивного клуба «Олимп», г. Каменск-Уральский. Апробация результатов исследования проведена на двух международных конференциях.

環顧國內，整體運動產業之發展，雖有稱作是運動休閒服務之產業，但大多都是傳統的商品販售模式，而非以價值交換為主的服務模式；而近年來在國內各項個人運動隨著穿戴式裝置開始風行之後，無論是慢跑、單車、三鐵等都非常盛行，也連帶著促進了整個運動產業的蓬勃發展。此外，團體球類運動一直以來都相當的風行，而且特別是當國家代表隊於國際賽事上有重大表現時，就會成為全民熱烈討論之話題，也往往會帶起一陣運動消費風氣；由此可見運動實為一個國家展現其國力的重要指標之一，但我國運動產業之發展卻不如歐美興盛。 本論文研究將專注在團體球類運動的服務設計，透過解決「如何讓團體球類運動者與其利害關係人，能夠更有效且便利的保存屬於他們的回憶。」這樣的設計問題，以達成顧客價值共創的系統與服務設計思維，分析其利害關係人、探索利害關係人可能之洞見、辨識系統中之可操作性資源、觀察其互動模式，藉此得出利害關係人之深入觀點，並進行解決方案之設計。 最終得到一個可營運的商業模式，並且可以在未來發展成為一個完整的運動產業生態系統，促進全民健康、提升運動技能、掀起全民運動之風潮；並且讓我國運動產業之發展，能夠追上世界各個已開發國家之運動產業水準。 / In Taiwan, although government defines “what is leisure sports service industry”, but these companies are all with traditional goods-dominate logic business models, not value-exchange service busiess models. These years, personal sport like Jogging, Marathon, Cycling, and Triathlon become very popular in Taiwan because of some modern wearable technology, also improving sports industry development. Team ballgame sports are always a hot topic and bring a shopping rise when our national teams play at international games. This implies that sport can be regarded as a key performance indicator for a country, but our sports industry development is not good as that of United States and Europe. This thesis focuses on team ballgame sports service design, trying to resolve the design challenge of “how to retain the memories of team ballgame players and their stakeholder’s with a more efficient and more convenient way”, in order to achieve customer value co-creative goal through system and service design thinking. Analyze stakeholders, explore stakeholders’ possible insights, identify system operant resources, and oberserve interactions to find out stakeholders’ Point-of-View, and then create the design solution. Throuth these processes, we will build up a feasible business model, and create a sports industry ecosystem in the future. This will improve people’s health, sport skills, and raise sport excerise trend to improve Taiwan’s sports industry development catching up world’s developed country.