Predicting which season ticket holders will renew and which will not

Research question: A major barrier to retaining existing customers is the difficulty in knowing who is most at risk of leaving (or ‘churning’). Given the strategic and financial importance of season ticket holders (STH) to professional sport teams, this paper examines the effectiveness of a range of variables in identifying the STH who are most likely to churn.
Research methods: A longitudinal field study was undertaken to reflect actual conditions. Survey data of a professional sport team STH were collected prior to the conclusion of the season. Actual renewal data were then tracked from team records the following season. This work was replicated across five professional sport teams from the Australian Football League, with renewal predictions made and tracked for over 10,000 STH.
Results and findings: The results suggest that the ‘Juster’ Scale – a simple, one-item purchase probability measure – is an effective identifier of those most at risk of churning, more than 3 months in advance. When combined with ticket utilization and tenure measures, predictive accuracy improves markedly, to the point where these three measures can be used to provide an effective early warning system for managers.
Implications: Whilst there is a tendency to view STH as highly loyal, these data reinforce the importance of actively managing all customers to reduce churn. Despite their commitment, STH do churn, but those most likely to can be predicted by examining their patterns of behaviour in the current season. Efforts to retain STH need to shift their focus from transactional value assessments.

The immediate impact of coach succession events on season ticket holder attitudes

This study is the first to examine the immediate impact that succession events (e.g., removal and hiring) involving head coaches have on season ticket holder (STH) attitudes like satisfaction and renewal intentions. Grounded within a customer equity framework, large-scale survey data from cases of two professional sport teams is presented showing STH attitudes directly before and after major succession events. The data shows that appointing a new coach was met with increases in positive attitudes toward almost every aspect of the STH experience, where the case of removing a coach had no meaningful impact on attitudes. The findings of these cases reaffirm the view that coach succession is a multiple-phase process including distinct stages of removal and replacement. While it is the desire for improved on-field performance that often motivates coach succession, our findings suggest the impact of succession activities on fans is more wide ranging, with significant implications for marketers who manage fan relationships. In guiding the management of a team's fans, coach removal alone should not be relied upon to change attitudes or intentions toward a club. Appointing new leaders completes the cycle, increasing positive STH attitudes and, most importantly, giving an immediate lift to renewal likelihood.

New approaches for studies of Muslim women and sport

This article offers a new approach for examining Muslim women in sport, which combines the domains of sporting participation, consumption and representation. It proposes moving beyond a sports development paradigm and deficit model of sports participation, whereby marginal communities are incorporated into the mainstream by playing sport, to take account of other ways that people engage with sport as consumers and fans. Conceptually, this approach is informed by transnational feminist perspectives, which foreground the role of power hierarchies in the production of knowledge about the sporting female Other. It suggests that sport practitioners, scholars and policy makers pay greater theoretical attention to how Muslim women are constructed within sport discourses. By widening the research focus to consider consumption and representation, possibilities emerge to expand on the narrow research and policy fields of ‘ethnicity’ and ‘well-being’ focused on physical health outcomes through which Muslim women’s engagement with sport is commonly framed.

Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches

OBJECTIVE: Using Australian Football League (AFL) matches as a case study, we investigated the frequency, length and content of marketing strategies for sports betting during two specific settings: 1) at stadiums during four live matches; and 2) during eight televised broadcasts of matches. METHODS: Census of sports betting marketing during Round 12 of the 2011 AFL premiership season. RESULTS: Per match, there was an average of 58.5 episodes (median 49.5, s.d 27.8) and 341.1 minutes (median 324.1 minutes and s.d 44.5) of sports betting marketing at stadiums, and 50.5 episodes (median 53.5, s.d 45.2) and 4.8 minutes (median 5.0 minutes, s.d 4.0) during televised broadcasts. A diverse range of marketing techniques were used to: a) embed sports betting within the game; b) align sports betting with fans' overall experience of the game; and c) encourage individuals to bet live during the game. There were very few visible or audible messages (such as responsible gambling or Gambler's Help messages) to counter-frame the overwhelmingly positive messages that individuals received about sports betting during the match. CONCLUSIONS AND IMPLICATIONS: This study raises important questions about the impacts of saturation, integrated and impulse gambling marketing strategies in sporting matches. Future research should explore: 1) how wagering industry marketing strategies may affect the attitudes and behaviours of community sub-groups (e.g. young male sports fans, and children); and 2) which public health and policy strategies, including regulation and harm minimisation messaging, will be effective in responding to wagering industry marketing strategies during sporting matches.

The passion plays of celebrity culture

If there is a cultural arena today where passion plays a central and heightened role, then it is in the affecting and textural operations of celebrity. Celebrity representations are crafted out of passionate aesthetic signifiers and impassioned pleas to the senses, to the emotions and to the exaggerations of feeling that the consumer or fan is asked to register and then fully embody. Celebrity culture attempts to turn one into a passionate creature, ruled by the heart, lost in a sea of desires and desiring wants and needs, as the adoring figure that moves us, moves intimately before us. Such passions can and do go unrequited, of course; some are resisted and rejected, and some celebrity passions register as fully carnal and liberating encounters. That is to say, the plays of celebrity passion serve (hetero) normative and policed accounts of feeling and belonging in the world, fuel a desire for commodity objects and material possessions, and yet also open up the possibility for engagements that are violent, liberal and unregulated. In this article, I will explore the ways in which celebrity culture engages with passion and through the idea of it involving a modern form of the passion play. Following Lauren Berlant, I will argue that the passion ignited by the celebrity works to contain and regulate desire, and yet also offers up the opportunity for sensorial engagements that violate and resist the normative terms of desiring. I will suggest celebrity figures are themselves caught up in this passion play, suffering and feeling deeply at the same time, while channelling this violent crisis to their fans as they do so. Finally, I will write the article passionately, from an impassioned perspective, measuring and weighting my own desires in the contradictions and tensions of passion as they emerge in the body of the writer before you. This article is part of a themed issue entitled ‘Passion’.

O consumo público de eventos esportivos: um olhar para além dos estádios de futebol

O presente estudo investigou o consumo público de eventos esportivos ao vivo dentro e fora do âmbito dos estádios. O objetivo principal do estudo foi determinar se o fã (torcedor), percebe uma relação de substituição ou de complementaridade entre as atitudes favoráveis ao comparecimento ao estádio ou a outros locais públicos para assistir a jogos de futebol. Adicionalmente, o estudo objetivou a investigação da influência da identificação do fã do esporte (torcedor) com seu time na atitude e consumo público do espetáculo do futebol no estádio ou em outros locais públicos; bem como se as características demográficas (gênero e faixa etária) exercem algum tipo de efeito moderador sobre as relações estudadas. Para abordar estes temas buscou-se referência na SIT – Social Identity Theory e na SCT – Self- Categorization Theory. Foi realizado um levantamento (survey), envolvendo torcedores dos 4 times cariocas de maior torcida, mediante entrevistas estruturadas assistidas. A amostra foi intencional e de conveniência e a coleta de dados totalizou 507 questionários válidos. A análise dos dados foi realizada em duas etapas. A primeira contemplando uma análise fatorial exploratória, que objetivou a observação preliminar da qualidade das escalas. A segunda etapa contemplou uma análise fatorial confirmatória com o objetivo de purificar as escalas. Foram avaliadas a confiabilidade e a validade convergente, discriminante e nomológica dos construtos. Para testar as hipóteses substantivas do estudo utilizou-se a técnica de modelagem de equações estruturais e a análise de multigrupos. Os resultados da análise permitiram suportar empiricamente três das cinco hipóteses substantivas. Os resultados sugerem que (a) A identificação do fã com o time exerce influência positiva sobre a atitude em relação a assistir a jogos no estádio; (b) A atitude favorável do torcedor em relação ao estádio exerce influência positiva sobre o comparecimento ao estádio; e (c) A atitude favorável do torcedor em relação a locais públicos exerce influência positiva sobre o comparecimento a locais públicos. Todavia, não foi possível suportar integralmente as hipóteses de que (d) A identificação do fã com o time exerce influência sobre a atitude em relação a locais públicos; e (e) A atitude do torcedor em relação ao estádio exerce influência sobre a atitude em relação a locais públicos. Também não foram suportados os efeitos de moderação do gênero e faixa etária.

Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

Characterization of heat waves affecting mortality rates of broilers between 29 days and market age

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

A Cabana Umbamdista Pai Joaquim de Angola: frente a intolerância a Umbanda na Cidade do Natal/RN

This dissertation presents an attempt to register the initial steps of african-Brazilian religion Umbanda in the city of Natal, capital of Rio Grande do Norte, from a case study of Cabana Umbanda Pai Joaquim de Angola, represented by its maintainer, umbanda of the priest José Clementino. The main objective is to record the memories of fans in aspects of its tradition, experience social and cultural religious building, in an attempt to show the religious hatred with practitioners of Umbanda. Used to: in audio recordings of festivals and rituals, narratives about the memories and stories of employees and their explanations, photographs, diary entries in the field, participant observation and interviews available. The analysis referred to in umbanda Natal / RN, was based on field research as a product of the visits that took place between the years 2006 to 2009 in Terreiro de Umbanda Pai Joaquim de Angola, located in the neighborhood of Rocas.

Air velocity and exposure time to ventilation affect body surface and rectal temperature of broiler chickens

Increasing air movement over poultry by using fans (ventilation) has become an accepted means of reducing environmental heat stress over the last several years. The purpose of this study was to evaluate the effect of air velocity and exposure time to ventilation on body surface and rectal temperature of broiler chickens. Male broiler chickens aged 36-42 days were placed in individual wire cages and exposed to five different air velocities (5.7, 4.2, 3.1, 2.4, or 1.8 m/sec). Throughout the experiment head, back, leg, and rectal temperatures were monitored every 10 min during a 30-min period for each air velocity. The data showed that exposure time to the wind affected (P<.05) leg and body temperature, with a rapid reduction being observed during the first 10 min. There was a reduction in leg temperature with air velocity of 2 m/sec; however, air velocity lower than 4.5 m/sec was not effective in decreasing head and back temperature. The results suggest that air velocity of 2 m/sec, in air temperature of 29 degrees C, improves heat loss in the birds. The data also indicate that exposure time to ventilation seems to be a critical point in the maintenance of bird thermal homeostasis.

Effects of caffeine on locomotor activity of horses: Determination of the no-effect threshold

Caffeine is the legal stimulant consumed most extensively by the human world population and may be found eventually in the urine and/or blood of race horses, the fact that caffeine is in foods led us to determine the highest no-effect dose (HNED) of caffeine on the spontaneous locomotor activity of horses and then to quantify this substance in urine until it disappeared. We built two behavioural stalls equipped with juxtaposed photoelectric sensors that emit infrared beams that divide the stall into nine sectors in a 'tic-tac-toe' fashion. Each time a beam was interrupted by a leg of the horse, a pulse was generated; the pulses were counted at 5-min intervals and stored by a microcomputer. Environmental effects were minimized by installing exhaust fans producing white noise that obscured outside sounds. One-way observation windows prevented the animals from seeing outside. The sensors were turned on 45 min before drug administration (saline control or caffeine), the animals were observed for up to 8 h after i.v. administration of 2.0, 2.5, 3.0 or 5.0 mg caffeine kg(-1). The HNED of caffeine for stimulation of the spontaneous locomotor activity of horses was 2.0 mg kg(-1). The quantification of caffeine in urine and plasma samples was done by gradient HPLC with UV detection. The no-effect threshold should not be greater than 2.0 mug caffeine ml(-1) plasma or 5.0 mug caffeine ml(-1) urine. Copyright (C) 2001 John Wiley & Sons, Ltd.

Trabalho e formação docente na rede municipal de ensino de natal

The study Teacher work and education in the municipal schools of Natal objectifies the analysis of the education and work conditions of the teachers in the municipal schools of Natal, placing them within the scenario of the public policies outlined for Basic Education (2005-2010). The thesis is based on the perspective that the educational reforms implemented by the Brazilian government in an attempt to answer to the new contextual demands originated from the world of work and globalization, demanding increasingly higher levels of qualification and constant extension of the teaching functions in school from the teachers, have been configured withal as a strategy for intensifying the teacher s work. The empirical field of study was constituded by thirteen municipal schools that offer basic education. Four hundred and seventeen teacher subjects that work in the municipal school system of Natal, two representatives of the Secretaria Municipal de Educação de Natal (SME)1 that work in the pedagogical team and one representative of the Sindicato dos Trabalhadores em Educação do Rio Grande do Norte2 took part in the study. The procedures/instruments used in the research were: bibliographic review, document research, questionnaires and recording of information in a field journal. The study confirmed that the majority of the teachers that work in the municipal school system were admitted by means of public entry exams, therefore meeting the requirements set by Law 9.394/96. Most of the teachers have the initial education demanded to work in basic education, although with some limitations due to the fact that they do not correspond to the needs of the educational system. The SME has a plan for continued training of the teachers in accordance to the current ideas defended by researchers of this field. There is, although, a disconnection between the purpose of the plan and the training strategies, because, in truth, predominate repetitive and specific actions that do not contemplate the training needs of the teachers, nor the demands of the system. Although the work conditions are evaluated, by the teachers, as relatively good, limits in relation to the physical structure of the schools are observed (dirty walls with holes in them, broken ceiling fans, old chairs and desks, old and stained black boards, inadequate restroom installations, poor maintenance of the computers, amongst other items). It was also verified the an increase in the functions of the teachers and an intensification of their work, materialized through an overburden of activities undertaken daily at school (and outside of it) and through the demand in taking part in activities that go beyond those inherent to the teaching process, such as the elaboration of political-pedagogical projects, participation in collegiate, registration of student information solicited by the SME and the participation in commissions, has been happening