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A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts.

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Title: A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts.
Authors: Goebert, Chad1 (AUTHOR) cgoebert@kennesaw.edu, Greenhalgh, Gregory2 (AUTHOR) greenhalgh@usf.edu, Dwyer, Brendan3 (AUTHOR) bdwyer@vcu.edu
Source: Computers in Human Behavior. Dec2022, Vol. 137, pN.PAG-N.PAG. 1p.
Subject Terms: *Mass media, Graphic arts, Augmented reality, Consumer attitudes, Sports
Abstract: For a large portion of its history, broadcasting has been stagnant when it comes to incorporating new and innovative technologies. However, due to declining viewership and consumer desire for customizable content, augmented reality (AR) graphics have begun to be incorporated into multiple broadcast products. The current study contributes to the literature by providing much needed answers to questions surrounding consumer perceptions and the implementation of AR in broadcasts. Guided by the Elaboration Likelihood Model and using sport broadcasts as the context, three NBA broadcasts were assessed: a mascot-mode with over the top AR graphics, a coach-mode with play-by-play AR graphics, and a traditional broadcast with no graphics. Following random assignment, participants in the current study were more likely to re-view (p <.05) and recommend via word of mouth (p <.05) the coach-mode AR than the mascot-mode AR. As formidable media providers like ESPN do not see AR as a fad, the current findings are noteworthy. Both AR enhancements under investigation represent substantial alterations to the core, traditional product. Thus, media providers are advised to introduce AR components gradually and systematically, so as not to overload the conservative viewer. • Sport broadcasts are adding augmented reality, this study assessed consumer impact. • Traditional & AR broadcasts were examined through a between-subjects experiment. • Significant differences were found between the broadcast modes. • Sport fans were likely to re-view and speak favorably of AR enhanced broadcasts. • AR coach mode was received more favorably than AR mascot mode. [ABSTRACT FROM AUTHOR]
Copyright of Computers in Human Behavior is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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PubType: Academic Journal
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  Data: A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts.
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  Data: &lt;searchLink fieldCode=&quot;JN&quot; term=&quot;%22Computers+in+Human+Behavior%22&quot;&gt;Computers in Human Behavior&lt;/searchLink&gt;. Dec2022, Vol. 137, pN.PAG-N.PAG. 1p.
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  Data: For a large portion of its history, broadcasting has been stagnant when it comes to incorporating new and innovative technologies. However, due to declining viewership and consumer desire for customizable content, augmented reality (AR) graphics have begun to be incorporated into multiple broadcast products. The current study contributes to the literature by providing much needed answers to questions surrounding consumer perceptions and the implementation of AR in broadcasts. Guided by the Elaboration Likelihood Model and using sport broadcasts as the context, three NBA broadcasts were assessed: a mascot-mode with over the top AR graphics, a coach-mode with play-by-play AR graphics, and a traditional broadcast with no graphics. Following random assignment, participants in the current study were more likely to re-view (p &lt;.05) and recommend via word of mouth (p &lt;.05) the coach-mode AR than the mascot-mode AR. As formidable media providers like ESPN do not see AR as a fad, the current findings are noteworthy. Both AR enhancements under investigation represent substantial alterations to the core, traditional product. Thus, media providers are advised to introduce AR components gradually and systematically, so as not to overload the conservative viewer. • Sport broadcasts are adding augmented reality, this study assessed consumer impact. • Traditional &amp; AR broadcasts were examined through a between-subjects experiment. • Significant differences were found between the broadcast modes. • Sport fans were likely to re-view and speak favorably of AR enhanced broadcasts. • AR coach mode was received more favorably than AR mascot mode. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
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  Data: &lt;i&gt;Copyright of Computers in Human Behavior is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites without the copyright holder&#39;s express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.&lt;/i&gt; (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1016/j.chb.2022.107388
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      – Code: eng
        Text: English
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        PageCount: 1
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      – SubjectFull: Mass media
        Type: general
      – SubjectFull: Graphic arts
        Type: general
      – SubjectFull: Augmented reality
        Type: general
      – SubjectFull: Consumer attitudes
        Type: general
      – SubjectFull: Sports
        Type: general
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      – TitleFull: A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts.
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            NameFull: Goebert, Chad
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            NameFull: Greenhalgh, Gregory
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            NameFull: Dwyer, Brendan
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          Dates:
            – D: 01
              M: 12
              Text: Dec2022
              Type: published
              Y: 2022
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              Value: 137
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