Disconnected delivery? Digital integrated marketing communications in sport and congruence with consumer perceptions and behavioral intentions
DOI:
https://doi.org/10.17161/jas.v12i1.24948Abstract
Digital integrated marketing communications (dIMC) is a powerful suite of tools and strategies to increase participation and sport consumption, particularly for not-for-profit sport organizations (NPSOs). However, it is unclear with the challenges NPSOs face (capacity, technological illiteracy) whether dIMC use meets the needs of organizations’ consumer bases. This study investigated consumer perceptions of NPSO dIMC pre- and post-COVID-19 to determine congruence with the former, and effects on consumer attitudes and intentions. Findings suggest perceptions of dIMC, dIMC satisfaction and resulting relationship quality can predict consumer intentions, with this becoming stronger post-COVID-19. It was identified that users are heterogeneous and variance across user groups in perceptions, relationships and behavioral intentions exist. This was also evident across sport organizations investigated despite having similar characteristics and operating within the same sport system. This was evident in pre- and post-COVID-19 findings but also the changes that occurred during that period. As such, refining dIMC towards maximizing benefits provided through message specificity can provide a foundation for improving NPSOs technological literacy and implement best practices that meet consumer needs.
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Copyright (c) 2026 Michael L. Naraine, Damien Whitburn
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