Abstract:
In this thesis, Running events in a crisis context: a sport consumer marketing perspective, the candidate investigated emotional and behavioural aspects of sport event participation, specifically running events, prior to and during phases related to the unique COVID-19 crisis. The study was conducted in three parts, with the first two applying a novel netnography among an online community of marathon runners, utilising both inductive and deductive qualitative research methods. In the third part, a quantitative CHAID segmentation approach was employed. The first part focused on self-expressiveness and showed that event participants derive a deeper sense of happiness (or eudaimonia) from marathon event participation. This results in positive marketing outcomes, particularly positive authentic electronic word-of-mouth communication. The second part showed that brand love is enduring during a crisis, and the third part showed the potential for virtual running events across different segments. The study provides theoretical, practical and methodological contributions within the field of sport marketing and consumer behaviour.
