Towards a theory of well-being in digital sports viewing behavior

Title

Towards a theory of well-being in digital sports viewing behavior

Creator

Rejikumar G.; Jose A.; Mathew S.; Chacko D.P.; Asokan-Ajitha A.

Description

Purpose: Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events. Design/methodology/approach: Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes. Findings: The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW. Research limitations/implications: This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this studys implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept. Practical implications: The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage. Originality/value: To the best of the authors knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes. 2021, Emerald Publishing Limited.

Source

Journal of Services Marketing, Vol-36, No. 2, pp. 245-263.

Date

2022-01-01

Publisher

Emerald Group Holdings Ltd.

Subject

Digital sports well-being; Digitalization; Focus groups; Perceived autonomy; Qualitative research; Sports audience viewing behavior; Technology and service; Transformative; Uncertainty reduction; Virtual connectedness; Vividness; Well-being

Coverage

Rejikumar G., Department of Management, Amrita Vishwa Vidyapeetham Kochi Campus, Kochi, India; Jose A., Department of Professional Studies, Christ University, Bangalore, India; Mathew S., School of Business and Management, Christ University, Bangalore, India; Chacko D.P., Toyota Motor Corporation Australia, Melbourne, Australia; Asokan-Ajitha A., Indian Institute of Management Amritsar, Amritsar, India

Rights

Restricted Access

Relation

ISSN: 8876045

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/JSM-06-2020-0247

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85118338173&doi=10.1108%2fJSM-06-2020-0247&partnerID=40&md5=30cea244a2d754392c6fcce16eba803e