Algorithmic amplification and moral risk in athlete marketing: a conceptual model of platform-driven “CP” consumption in Chinese sport

Résumé fourni par la source

Purpose This paper aims to develop a conceptual model of platform-driven CP (coupling/pairing) consumption in Chinese sport and explain how athlete partnerships become relational commodities when platform visibility, fan affective labor and commercial incentives interact. Taking the Chinese table tennis mixed-doubles pair Wang Chuqin and Sun Yingsha, popularly known as “Shatou,” as an illustrative case, the paper positions CP consumption as a systemic moral-risk problem rather than a simple fan-preference or endorsement issue. Design/methodology/approach The study adopts a conceptual, theory-building approach. It integrates athlete branding theory, platform capitalism, parasocial relationship theory, fan labor literature and sports ethics to construct the Algorithmic Athlete CP Consumption Model. The “Shatou” phenomenon is used as an illustrative case to sharpen conceptual reasoning, not as an empirical dataset or evidence of private athlete intention. Findings The paper identifies five mechanisms through which digital platforms intensify CP-based athlete marketing: visibility ranking, emotional intensification, ambiguity production, commercial conversion and moral displacement. It further identifies five moral risks: reduction of athlete personhood, ambiguous consent, exploitation of fan affective labor, algorithmic moral laundering and spillover harm to athletic performance and public discourse. Originality/value The paper extends athlete branding research by theorizing relational athlete branding as a distinct platform-era brand formation. It contributes to sports marketing ethics by showing that CP consumption is a multi-actor moral system involving platforms, brands, sports organizations, media, athlete representatives and fan communities. It also advances platform ethics by applying algorithmic accountability to athlete marketing and digital sport fandom.

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