PURPOSE This study examined the marathon boom in contemporary Korean society through Baudrillard’s concepts of simulacra, signs, and difference. Specifically, it identified consumerist meanings and sign consumption patterns associated with marathon participation from the perspective of female runners. METHODS Fifteen female marathoners in their 20s and 30s who have participated in at least three marathons and have been actively involved in running-related social media activities were recruited through purposive sampling. Data were obtained from two rounds of in-depth interviews (including photo elicitation) and participant observation during marathon events. Thematic analysis was performed based on Baudrillard’s theoretical framework. RESULTS First, the traditional competitive image of marathons has shifted toward a consumer-oriented leisure activity that features different race distances and festival-like elements, illustrating the replacement of its original reality with the simulacrum of running. Second, participants treated medals and souvenirs not as mere tokens of participation but as symbols of achievement, health, and self-management and identified design, size, and brand value as key criteria for selecting events. Third, sharing photos, certification posts, and other social media practices functioned as a means of expressing social differences and concurrently as a tool for constructing a collective identity, positioning marathon participation as a setting where sign consumption facilitates social differentiation. CONCLUSIONS This study demonstrated the evolution of marathon participation in contemporary Korean society from mere physical activity to a symbolic practice of sign consumption in which individuals construct and express their identities and social positions. The findings highlight how cultural meanings of marathons change as they are increasingly integrated into consumer society.
PURPOSE This study aims to investigate the effects of three perceived benefits of physical activity classes on class satisfaction, college satisfaction, well-being, and workout intention, as well as the moderating effects of sports characteristics on the relationships between the benefits and outcomes. METHODS A total of 282 questionnaires were collected from university students enrolled in physical activity classes during the semester. Confirmatory factor analysis, structural equation modelling (SEM), measurement invariance testing, and multi-group SEM were conducted using the Mplus 7.0. RESULTS Euphoric and social benefits positively affected class satisfaction. Class satisfaction, in turn, influenced college satisfaction, well-being, and workout intention. Sports characteristics moderated this relationship between the benefits of physical activity class and class satisfaction. CONCLUSIONS These findings offer practical insights for promoting student engagement and long-term participation in physical activity.
PURPOSE This study first investigated how different types of sport team logos (emblem vs. mascot) influence consumer behavior through warmth and competence and then examined the moderating effects of consumer characteristics (gender) and contextual cues (perceived competence) on these relationships. METHODS A nationwide sample of adults age 20 was selected using quota random sampling based on gender. A 2 (logo type: emblem vs. mascot) × 2 (gender) × 2 (contextual cue: high competence vs. low competence) experimental design was employed, with participants randomly assigned to each group. Confirmatory factor analysis (CFA) with Mplus 8 was employed to assess the measurement model’s reliability and validity, and hypothesis testing was conducted through structural equation modeling (SEM), measurement invariance tests, and multigroup SEM analysis. RESULTS Findings indicate that anthropomorphized mascot logos, compared to emblem logos, generate more positive attitudes and psychological responses (warmth and competence) to the team. Gender’s moderating effect on the relationship between logo type and consumer perceptions (warmth and competence) was not significant, but contextual cues’ moderating effect was partially significant. CONCLUSIONS This study highlights of perceived warmth and competence’s crucial role in shaping consumer attitudes toward sports teams through logo design. These findings offer meaningful insights for sports teams and marketers to optimize branding strategies and enhance fan engagement.
