TY - JOUR
T1 - Customer-to-customer interactions in the sport fan context
T2 - typology, framework (C2CIF) and directions for future research
AU - Uhrich, Sebastian
AU - Grohs, Reinhard
AU - Koenigstorfer, Joerg
N1 - Publisher Copyright:
© 2023, Emerald Publishing Limited.
PY - 2024/1/11
Y1 - 2024/1/11
N2 - Purpose: Social factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research. Design/methodology/approach: The authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature. Findings: The article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level. Originality/value: Based on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.
AB - Purpose: Social factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research. Design/methodology/approach: The authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature. Findings: The article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level. Originality/value: Based on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.
KW - Customer-to-customer interactions
KW - Internationalization
KW - Sport fans
KW - Technological innovation
KW - Value co-creation
KW - Value co-destruction
UR - http://www.scopus.com/inward/record.url?scp=85158837880&partnerID=8YFLogxK
U2 - 10.1108/JOSM-03-2022-0095
DO - 10.1108/JOSM-03-2022-0095
M3 - Article
AN - SCOPUS:85158837880
SN - 1757-5818
VL - 35
SP - 53
EP - 70
JO - Journal of Service Management
JF - Journal of Service Management
IS - 1
ER -