Bouncing back: unpacking the influence of sport media on consumer resilience

Kim, Changwook, Inoue, Yuhei ORCID: https://orcid.org/0000-0002-1983-6217, Kim, Jin-Won and Lee, Jeonghak (2023) Bouncing back: unpacking the influence of sport media on consumer resilience. Journal of Sport Management, 37 (1). pp. 51-65. ISSN 0888-4773

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Abstract

This study aims to empirically investigate how sport media consumption influences the relationships among the spatially explicit risks of COVID-19, resilience, and positive and negative affect, considering social class. To achieve this, we employed an integrated approach using spatial and aspatial analyses. The findings indicated that the negative effects of the spatially explicit risks of COVID-19 on resilience are mitigated by sport media consumption. In turn, an increased level of resilience enhances positive affect and reduces negative affect. Moreover, consumers in the upper class showed a more pronounced resilience process through sport media consumption than those in the lower class. This study contributes to the knowledge regarding the sport−resilience association by identifying the moderating effect of sport media consumption within social classes and addressing the spatially explicit risks of COVID-19. The present findings provide a basis for sport-based resilience strategies in times of adversity.