Ashlee Morgan

• Doctor of Philosophy
• Lecturer at Edith Cowan University

Introduction: The sport of rugby union, (henceforth rugby), is associated with a risk of spinal cord injury (SCI). Perceived risks can impact participation. Understanding community perspectives of rugby-related SCI may provide insight for addressing concerns around risk. The aim of this study was to explore community perspectives through social me...

Purpose This study aims to consolidate and hone existing spectating and crowd theory. This is achieved by marrying socio-cultural ideas and concepts from related disciplines. Design/methodology/approach This conceptual review examines what people do when they congregate at an event, and in doing so, answers the question of what they forgo when den...

For higher education students, developing digital literacy enhances their value to future employers and appeal in the graduate labour market. The purpose of this study was two-fold. First, to provide a tridimensional (technical, cognitive and etiquette) conceptual framework and definition of digital literacy. Second, to investigate students’ (N = 3...

Purpose The purpose of this exploratory study is to provide new insights into the benefits of, and barriers to, adoption and use of technology at an organisational level in not-for-profit sport. Research methods A qualitative, case study methodology investigates the adoption and use of technology within an Australian state sporting association. Or...

The topic of crisis communication and brand reputation management has attracted substantial academic attention, however minimal critique has been directed to the online response of social media users, through user-generated crisis-related communication. Drawing on crisis communication theory, we examine online sentiment of the social media public r...

Background There have been 27 consensus statements published under the International Olympic Committee (IOC) Medical and Scientific Commission with a goal of contributing to the mission of injury prevention and protection of athlete health. The success of these statements in achieving this goal has not been evaluated. Knowledge management (KM) cons...

This study investigates the sentiment of social media user-generated content (UGC) when an international, professional sport event is cancelled due to a crisis. The purpose is to provide insight into the brand implications for both the sport event and the host destination. From a co-branding perspective this paper analyses the cancellation of the 2...

Purpose This paper aims to explore the themes and nature of sentiment of Twitter content that discussed the Australian bushfire disaster 2019–2020 and its associated wildlife devastation, with considerations for the future of Australia’s tourism industry. Design/methodology/approach A large, qualitative data set consisting of all publicly availabl...

Sport can be a driver of change, promoting social cohesion and inclusion. However, it can also create conflict and be arena of discrimination and divide. This article explores the current mobilization of Australian sport organizations in contributing to reconciliation between Aboriginal and Torres Strait Islander peoples and non-Indigenous Australi...

Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a majo...

This study examines the relationships between sport spectator motivation, involvement, and loyalty. It sought to validate a comprehensive motivation scale and test the interrelationships among these three concepts using a partial least squares structural equation model (PLS-SEM) analysis. Data were analysed from 585 surveys collected from match day...

In recent years we have seen an increase in corporate and media interest in women’s sport leagues and events. Despite the increase in commercialism and professionalism of women’s sport, there is a lack of research focusing on the marketing of and through women’s sport. This current study addresses this gap, examining the motivations of sponsors inv...

This paper examines tensions within inter-organizational alliances. While alliance scholars have identified a range of internal alliance tensions, there is little written on its application in the management of sponsorship partner relations. Drawing on well-developed theoretical approaches from strategic alliance literature provided the basis for a...

Purpose – Using a case study of an international sport event, the purpose of this paper is to examine the inter-organisational relationship between a sport event property and its corporate sponsors. Design/methodology/approach – Interviews were conducted with personnel from the national sport organisation responsible for the delivery of this major...