#5408. The digital transformation of value co-creation: a scoping review towards an agenda for sport marketing research

August 2026publication date
Proposal available till 14-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Strategy and Management;
Tourism, Leisure and Hospitality Management;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
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.
Keywords:
digital innovations; Digital transformation; engagement platforms; research agenda; value co-creation

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