Profiling the sport consumption attitudes and behaviours of fantasy football players
Karg, Adam and McDonald, Heath 2009, Profiling the sport consumption attitudes and behaviours of fantasy football players, in ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference, ANZMAC, Melbourne, Vic., pp. 1-12.
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ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference
Australian and New Zealand Marketing Academy Conference
Place of publication
Most sporting codes encourage participation in Fantasy Sport (FS), despite few making direct revenue from it. There is a lack of empirical evidence whether this is good practice, for although FS can increase involvement and education, it may also compete with other forms of sport consumption for consumers limited resources. This study begins to address whether FS competes with or complements sport consumption by comparing FS players with nonplayers. Data was collected from surveys (n=182) of AFL fans, with findings indicating FS players had higher tested measures of attitudes (e.g., team identification, commitment) and behaviours (e.g., game attendance, television viewing) related to the sport. What remains to be determined is causality, and suggestions on how to examine this are given.
Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)
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