Doctor in Philosophy in Health and Human Performance, University of Florida
Master of Exercise and Sport Sciences, University of Florida
Bachelor of Science in Exercise and Sport Sciences,University of Florida
Sport Advertising and Sponsorship Effectiveness
Emerging Technology and Sport Video Games
Experimental Design in Sport Marketing
Sport Consumer Behavior
Beth Cianfrone has two main areas of research interest within sport marketing: (1) sport sponsorship and advertising effectiveness and (2) consumer behavior. With the rising costs and prevalence of sport sponsorship and advertising, there is a need to determine the effectiveness of different forms of promotions and understand the impact on consumer behavior. Consumers’ awareness, attitudes, and purchase intentions are the main focus when assessing effectiveness.
Many companies are moving from traditional promotions and turning to emerging tools, such as virtual advertising, sport video games, or social media, to reach consumers. Cianfrone’s research aims to quantify the impacts and effectiveness of promotional mediums and provide theoretical models to describe the related consumer behavior.
Cianfrone has published in many prestigious international sport management journals, such as Journal of Sport Management, International Journal of Sport Communication, Sport Management Review, Journal of Legal Aspects of Sport, and International Journal of Sports Marketing & Sponsorship. Additionally, she has published chapters in a number of sport management books and given more than 50 academic presentations at international and national meetings.
Cianfrone, B. A., & Zhang, J. J. (2013). The impact of gamer motives, consumption, and in-game advertising effectiveness: A case study of football sport video games. International Journal of Sport Communication, 6, 325-347.
Bayne, K. S., & Cianfrone, B. A. (2013). The effectiveness of social media marketing: The impact of Facebook status updates on a campus recreation event. Recreational Sports Journal, 37, 147-159
Cianfrone, B. A., & Baker, T. A. (2010). The use of student-athlete likenesses in collegiate sport video games: An application of the right of publicity. Journal of Legal Aspects of Sport, 20, 35-74. (Reprinted as: Cianfrone, B. A., & Baker, T. A. (2010). The use of student-athlete likenesses in collegiate sport video games: An application of the right of publicity. In K. Tripp (ed.) Entertainment, Publishing and the Arts Handbook. New York: Thomson Reuters/West; p. 297-336. )
Cianfrone, B. A., Zhang, J. J., Trail, G. T., & Lutz, R. J. (2008). Effectiveness of sport video games in-game advertising: An experimental inquiry on current gamers. International Journal of Sport Communication, 1, 195-218.
Cianfrone, B. A., & Zhang, J. J. (2006). Differential effects of television commercials, athlete endorsements, and venue signage during a televised action sports event. Journal of Sport Management, 20, 322-344.