Inoculation holds much promise as part of successful proactive sport communication strategies.

Josh Compton

https://journals.humankinetics.com/view/journals/ijsc/9/1/article-p1.xml

Inoculation theory is a classic theory of resistance to influence, modeling a way to confer resistance to challenges based on biological inoculation processes. This commentary explores inoculation’s efficacy in the applied context of sport communication, with special consideration of how inoculation may guide sportmarketing strategies to preemptively bolster existing support for a team in the face of challenges (e.g., a losing season).

Compton, J. (2016). Inoculating against a losing season: Can inoculation-informed public relations strategies protect fan loyalty? International Journal of Sport Communication, 9(1), 1-12. http://dx.doi.org/10.1123/ijsc.2015-0116