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Promoting sport organisations inclusivity initiatives tailored message frames and audience selection to drive change and attitude towards team898.54 kB
Published VersionCC BY-NC-ND V4.0, Open Access
Journal article
Promoting sport organisations inclusivity initiatives: tailored message frames and audience selection to drive change and attitude towards team
Sport Management Review , Vol.27(3), pp.432-454
2024
Abstract
Sporting organisations are increasingly marketing their LGBTQI+ initiatives. However, limited research provides insights and guidance on how to effectively communicate these initiatives to improve attitudes towards a team and support for the cause. To address this gap, the current research uses Construal Level Theory and cognitive appraisal theory as guiding frameworks to explore how different message frames and target audiences can improve perceptions of sporting organisations being value-driven in their inclusivity initiatives and enhance positive emotional responses of individuals. Two experimental studies were conducted (Study 1 – Australian sport followers n = 403, Study 2 – U.S. sport followers n = 455), with results showing that concrete (as opposed to abstract) message frames targeted towards fans (as opposed to individuals or the community) can enhance support for both inclusivity and attitude towards the team. This is explained by appraisals of value-driven motives and affection as a positive emotional response. The findings have important implications for sport management literature and practice relating to inclusivity marketing, LGBTQI+ initiatives, message framing, construal level theory, and cognitive appraisal theory.
Details
- Title
- Promoting sport organisations inclusivity initiatives: tailored message frames and audience selection to drive change and attitude towards team
- Authors
- Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesDavid Fleischman (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesPeter English (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesEmma Florence (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesRetha Scheepers (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesMalin Sofia Roennberg (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Sport Management Review , Vol.27(3), pp.432-454
- Publisher
- Taylor & Francis
- Date published
- 2024
- DOI
- 10.1080/14413523.2023.2297472
- ISSN
- 1839-2083; 1441-3523
- Copyright note
- © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any med-ium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
- Organisation Unit
- School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99987038302621
- Output Type
- Journal article
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