ABSTRACT

Research question

The number of studies dealing with digital innovation in sport marketing has increased rapidly in recent years. These studies address the global phenomenon of digital transformation and its impact on the field of sport marketing. However, most studies have not considered digital transformation in its full complexity nor analyzed its facets through the lens of value co-creation. Therefore, this article reconciles the fragmented research on digital transformation in sport marketing with the current understanding of value co-creation to develop an agenda for sport marketing research.

Research methods

We conduct a systematic scoping review of the literature on digital transformation of value co-creation in sport marketing. The scoping review combines a database search and a manual search, in which we identified 270 relevant articles.

Results and findings

Most studies on digital transformation in sport marketing relate to research about social media. Based on the scoping review, we reorder the literature from the perspective of value co-creation and identify relevant research gaps. Based on these research gaps, we develop an agenda for future research in sport marketing, including methodological approaches.

Implications

This article provides scholars with a basis for innovative future research in the digital era of value co-creation in sport marketing and enhances the repertoire of sport managers for facing the challenges of digital transformation in the sport business.

中文翻译：

---

价值共创的数字化转型：体育营销研究议程的范围界定审查

摘要

研究问题

近年来，有关体育营销数字创新的研究数量迅速增加。这些研究探讨了数字化转型的全球现象及其对体育营销领域的影响。然而，大多数研究并没有考虑数字化转型的全部复杂性，也没有通过价值共同创造的角度分析其各个方面。因此，本文将体育营销数字化转型的零散研究与当前对价值共创的理解相结合，制定体育营销研究议程。

研究方法

我们对体育营销价值共创数字化转型的文献进行了系统的范围审查。范围界定审查结合了数据库搜索和手动搜索，其中我们确定了 270 篇相关文章。

结果和发现

大多数关于体育营销数字化转型的研究都与社交媒体研究有关。在范围界定的基础上，我们从价值共创的角度对文献进行重新排序，并找出相关的研究空白。基于这些研究差距，我们制定了体育营销未来研究的议程，包括方法论。

影响

本文为学者们在数字时代体育营销价值共创的未来创新研究奠定了基础，并增强了体育管理者应对体育业务数字化转型挑战的能力。