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Title
Promoting fan engagement: An exploration of the fundamental motives for sport consumption amongst premier league football spectators |
Full text
http://purl.utwente.nl/publications/101102 |
Date
2016 |
Author(s)
Stander, Frederick W.; Zyl, Llewellyn E. van; Motaung, Kemiso |
Abstract
The aim of this study was to examine whether fan engagement could be predicted by the motivational dimensions of sport consumption. A sample of 806 football sport fans (African = 85%, male = 67.4%, part of an organised supporters club = 57.6%) were participants. They completed the Fan Engagement Scale (FES), the Motivation Scale for Sport Consumption (MSSC) and a biographical questionnaire. Structural equation modelling was applied to evaluate the postulated regressive paths between the motivational dimensions for sports consumption and fan engagement. The motivational dimensions for sport consumption were clustered into personal and game-related factors. Both these clusters of factors were predictive of fan engagement. Customer engagement (CE) theory appears to explain the findings. |
Relation
http://doc.utwente.nl/101102/1/Promoting%20fan%20engagement%20An%20exploration%20of%20the%20fundamental%20motives%20for%20s%20%20%20.pdf |
Type of publication
Article / Letter to editor |
Format
application/pdf |
Repository
Twente - University of Twente
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Added to C-A: 2016-09-21;09:05:14 |
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