Ashleigh-Jane Thompson

• BInfSci(Hons), PGDipBusAdmin, PhD
• Lecturer at La Trobe University

The application of technology and the rise in social media has not gone unnoticed in sports and has become a vital tool for sport marketers as sport consumers’ media consumption grows. This paper offers an analysis on the development and maintenance of a social media strategy for a National Sport Organisation (NSO) in New Zealand. This initiative,...

Daniel Lattimer studied interactive media at a university in Perth before moving to Melbourne to work for Tennis Australia as assistant digital producer. In this role he worked with their digital assets, including the Web site and mobile app. While the social-media accounts had been established prior to his involvement with Tennis Australia, he beg...

When creating web sites, as with any software product, it is important to ensure that a high level of usability is attained. If sites are not usable, users will leave and find others which better cater to their needs. As a result, effective evaluation techniques are required to determine the usability of web sites. Current techniques include the us...

The purpose of this case study research, was to explore how Queensland Rugby League (QRL) used their Facebook brand page the “Queensland Maroons” and incorporated livestreaming throughout the 2017/2018 State of Origin seasons. Specifically, this sought to understand managerial perspectives regarding interactive advertising within digital sport mark...

The arrival of Covid-19 led to an almost complete shutdown of sport across the globe. Professional leagues and organizations addressed the unprecedented public health issue by suspending, postponing, or cancelling sports events. As a result, established social media strategies were disrupted and sport organizations had to adapt and reimagine the fa...

Following the violation of laws or social norms, professional athletes commonly work to improve their public image and protect their livelihoods. Yet little research has focused on image repair efforts or their reception for women athletes. We consider the cases of two transgressions that took place in 2016: soccer player Abby Wambach’s arrest for...

This study examines children’s motives for participation in triathlon as a function of age. Initiatives implemented by a Regional Sport Organization in New Zealand have resulted in increased participation in ‘I Tri’d the Tri’ Series (ITTS) from 300 in 2004–3300 in 2015 (aged 2–12). Participants of the 2015 ITTS were surveyed. Graph theory analysis...

Purpose As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals. Design/methodology...

In 2011, New Zealand/Aotearoa hosted the Rugby World Cup (RWC). Heineken's sponsorship rights as RWC Worldwide Partner and the official beer offered the global conglomerate sole promotional and advertising privileges for all official events, activities, and facilities associated with the event. Yet, local New Zealand beer brand Steinlager also had...

This article aims to develop a better understanding of how sport fans perceive events’ social media presence. An online qualitative survey was conducted with sport fans (n = 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans perceive the events’ usage of social media to be...

The application of technology and the rise in social media has not gone unnoticed in sports and has become a vital tool for sport marketers as sport consumers’ media consumption grows. This paper offers an analysis on the development and maintenance of a social media strategy for a National Sport Organisation (NSO) in New Zealand. This initiative,...

In this paper we describe the many evaluations that have been required to ensure that the learning appliance, IMMEDIATE, provides, in an accessible manner, the required functionality for supporting distance teaching. An iterate and revise approach was followed as IMMEDIATE grew from a proof of concept prototype to a full working system. A primary g...

This paper reports on the development of a framework for the heuristic evaluation of the interface to a learning appliance, that is a teaching system where students can study the course content without thinking about the technology. It has been argued that in systems of this kind the emphasis should be on invisibility, usability, universality and u...