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EN
Despite criticisms that commercialism corrupts college sports (Duderstadt, 2003, Roberts 2008, Zimbalist 2006), commercialism, if executed appropriately can strengthen and develop the moral integrity of sport. A utilitarian approach to the commercialization of sport can be used to strengthen its moral integrity. From a utilitarian standpoint, John Stuart Mill's greatest happiness principle and Jeremy Bentham's hedonic calculus can be used to help determine specific approaches to the commercialization of sport. The interests of the sporting community including sport participants, coaches, administrators, fans, and community members, must be considered when commercializing sport to a moral end. Thoroughly understanding a morally grounded mission in a sport organization is a prerequisite to the effective negotiation of terms of commercial agreements that mutually support the mission of the commercial entity and sport organization. The commercialization of sport includes but is not limited to television contracts, venue signage, licensing of merchandise, and corporate sponsorships. Identifying a professional "fit" between the sport organization and commercial entity is imperative. The use of common sense, and experience as outlined by Mill and Bentham (as cited in Beauchamp 1982) and understanding human nature as outlined by Hume (1739/1964) are useful when attempting to determine how particular commercialism efforts may consciously or subconsciously develop or reduce the moral integrity of sport. Beyond sport, the influences and risks of commercialism can be understood by observing its effect on non-sport organizations. Threats to the moral integrity of sport arise when entering into revenue generating commercial agreements. Sport's overreliance on revenue from a commercial entity is a factor that can potentially cause deviation from a sport organization's morally based mission. Excessive expansion and lavish funding of sport organizations can contribute to overreliance on revenue from commercial entities. Personal greed can also play a role in detracting from the moral integrity of the mission.
EN
Research background: Research and measurement of sentiments, and the integration of methods for sentiment analysis in forecasting models or trading strategies for financial markets are gaining increasing attention at present. The theories that claim it is difficult to predict the individual investor's decision also claim that individual investors cause market instability due to their irrationality. The existing instability increases the need for scientific research.   Purpose of the article: This paper is dedicated to establishing a link between the individual investors' behavior, which is expressed as sentiments, and the market dynamic, and is evaluated in the stock market. This article hypothesizes that the dynamics in the market is unequivocally related to the individual investor's sentiments, and that this relationship occurs when the sentiments are expressed strongly and are unlimited. Methods: The research was carried out invoking the method of Evolino RNN-based prediction model. The data for the research from AAII (American Association of Individual Investors), an investor sentiment survey, were used. Stock indices and sentiments are forecasted separately before being combined as a single composition of distributions. Findings & Value added: The novelty of this paper is the prediction of sentiments of individual investors using an Evolino RNN-based prediction model. The results of this paper should be seen not only as the prediction of the connection and composition of investors' sentiments and stock indices, but also as the research of the dynamic of individual investors' sentiments and indices.
PL
Na przykładzie możliwości predykcji notowań spółek giełdowych, korzystając z analizy sentymentów dotyczących tych przedsiębiorstw, wykazano, że Big Data jest wartościowym źródłem nowych informacji. Dowodzą tego wyniki analiz zależności między zasobami Big Data i wartościami akcji spółek KGHM, Enea, Synthos i Tauron. Dokonano interpretacji i klasyfikacji wypowiedzi użytkowników internetu, a następnie porównano zawarte w nich sentymenty (pozytywne, negatywne i neutralne) do notowań poszczególnych spółek z okresu stycznia i marca 2015 r.
EN
Through the example of opportunities of prediction of share prices on basis of the analysis of sentiments related with joint stock companies companies, this paper indicates that Big Data is a valuable source of new information. The authors have analyzed relations between Big Data resources and share prices of selected companies: KGHM, Enea, Synthos and Tauron. They have further made an interpretation and classification of the posts written by internet users. The analysis is being completed by research on sentiments (positive, negative and neutral) to share prices in the period of January and March 2015.
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