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PurposeIt is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.Design/methodology/approachA total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.FindingsResults showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.Originality/valueThis study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.

Televised Business Pitches, such as Dragons' Den and Shark Tank, have gained popularity as entrepreneurs present their ideas to investors in hopes of securing funding. However, the focus of these shows is primarily on the pitching process itself. For this study, it examines the impact of these shows on its participants, specifically assessing their effectiveness in obtaining financial funding and mentoring and their influence on business growth. By analyzing the episodes and conducting semi-structured interviews with four technology startup ventures featured on the local show The Final Pitch, we collected relevant data. We utilized tables to summarize and tabulate the evidence, integrating identified themes into a cross-case report. Results reveal that The Final Pitch was effective in providing funding and mentorship opportunities for green business startups. However, the received mentoring was only a partial contributor to the businesses' longevity and growth. Meanwhile, the funding alleviated financial constraints and facilitated the realization of ideas and green business expansion. Moreover, newly emergent themes also came out such as signaling, an area that can be explored in future research. In conclusion, Televised Business Pitches offer valuable platforms to startups for acquiring financial support and mentorship.

Television is an overlooked tool of state building. We estimate the impact of televising criminal proceedings on public use of government courts to resolve disputes. We draw on survey data from Afghanistan, where the government used television as a mechanism for enhancing the legitimacy of formal legal institutions during an ongoing conflict. We find consistent evidence of enhanced support for government courts among survey respondents who trust television following the nation’s first televised criminal trial. We find no evidence that public confidence in other government functions (e.g. economy, development, corruption) improved during this period. Our findings suggest that television may provide a means of building state legitimacy during war and other contexts of competition between political authorities.

Focusing on several message features that are prominent in antismoking campaign literature, this content-analytic study examines 934 antismoking video clips on YouTube for the following characteristics: message sensation value (MSV) and three types of message appeal (threat, social and humor). These four characteristics are then linked to YouTube’s interactive audience response mechanisms (number of viewers, viewer ratings and number of comments) to capture message reach, viewer preference and viewer engagement. The findings suggest the following: (i) antismoking messages are prevalent on YouTube, (ii) MSV levels of online antismoking videos are relatively low compared with MSV levels of televised antismoking messages, (iii) threat appeals are the videos’ predominant message strategy and (iv) message characteristics are related to viewer reach and viewer preference.

For decades, television has dominated political advertising, but that is changing due to the rise of advertising online and on social and digital media. How do people view online political advertising and how does this compare to their views of television advertising? To address these questions, we examine a nationally representative survey of 1200 U.S. adults that was fielded in February 2021. The survey contains an experiment in which the description of advertising (generic, television, or online) is altered. We find, in general, that people view online advertising more favorably than television advertising. We also find that, in some instances, age influences views of advertising. This study provides some of the first evidence of how Americans view online political advertising. Understanding what people think about online advertising can shed light on the potential impacts of online ad exposure, such as persuasion and participation, and people’s attitudes toward online advertising should inform proposals for its regulation.

How much do the performances of top candidates in televised debates affect vote intentions in parliamentary democracies? The article addresses this question and disentangles the effects of predisposition and performance in televised debate reception. Drawing on a large-N field study of the 2017 chancellor duel in Germany, which contains survey and real-time response data for 5660 participants, we identify debate-induced determinants of shifts in voting intention and assess their relative effect sizes on such changes. Our analysis shows, first, that out-party identification is an effective barrier against shifts in voting intentions. However, we find that viewers’ real-time performance perceptions of the candidates show strong effects. Third, we demonstrate that these real-time evaluations can breach the predisposition’s barrier particularly when the intensity of out-party identification is less than very strong. Fourth, we find verdicts on the debate winner as an additional short-term factor that can foster shifts in voting intentions in the course of debate reception. Overall, our results indicate that pre-dispositions may hinder rational updating of electoral behaviour but that debate performance can actually make a difference by altering the formation of voting intentions.