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Running  head:  MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA     1   Effective Social Media Marketing Strategies To Cultivate Female Sport Fans Ashley Howes Endicott College
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         2   2   Dedication I would like to dedicate this piece to my senior thesis teacher, Dr. Kilty for her continual direction and supervision throughout the yearlong process. Without her dedication, care and this piece would not of been possible. Thank you for your continued support and believing in me. I would also like to dedicate my Senior Thesis to my family. My parents and my sister are my support system. Without their love and care, I would not know completing my senior thesis or graduating college. Thank you for all you do for me.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         3   3   Table of Contents Page # Abstract 4 Chapter 1: Introduction 5 Statement of Problem 6 Problem Statement 7 Definition of Terms 7 Delimitations 8 Limitations 8 Significance of the Problem 9 Chapter 2: Review of Literature 10 Cultivating Fans Through Traditional Marketing Strategies 10 Gender Differences in the Attraction to Sport 17 Creating An Interactive Experience Through Social Media for Female Fans 22 Chapter 3: Procedures 27 Sources of Data 27 Instrumentation 28 Procedures 29 Chapter 4: Results 31 Chapter 5: Discussion 40 Chapter 6: Summary & Conclusion 44 Bibliography 47 Appendices 50 Appendix A: Informed Consent 50 Appendix B: Survey Questions 51
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         4   4   Abstract Women are becoming more of a presence in the world of sport. Sports marketers are starting to recognize that women are a viable target market. Until this point, little research has been done on marketing towards the female sports fan. This study was conducted to develop marketing social media techniques to cultivate the female sports fan. To gather an understanding of sports traditional and social media marketing techniques, an accumulation of materials was gathered from previous studies. Within the literature review, there is information regarding traditional forms of marketing to sports fans, information regarding the different influences men as well as women have to be a sports fan, and lastly, information regarding social media marketing. The study was conducted following the collection of information from previous studies. This particular study was conducted through sending an online survey to female who were on social media. The survey consisted of 27 questions, which took the respondents no more than 5 minutes to complete. The potential respondents were given the opportunity to participate for five days. The results of the study found that a significant amount of females are influenced to be sports fans due to their own interest, not an outside source. With that being said, it was found too that traditional ways of marketing could attract the female fan as well. Also it was found that social media marketing is an effective tool. The findings of this study were consistent with the information found in previous research. With these findings, sports marketers will be able to adapt to marketing sports to male fans as well as the female fans. Females are a key piece to the sports industry.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         5   5   Chapter 1 INTRODUCTION Women are becoming more of a presence in the world of sport. Sports marketers are starting to recognize that women are a viable target market. With time women are beginning to gain respect in the sports industry. Prior to recent years, females have not received recognition as sports fans. The MLB has a major presence on the female-driven site Pinterest and half of the NFLs fan base is made up of women. Women can no longer be forgotten in the sports marketing world. The main points of this study was to look at the effects sports have on men and women along with the traditional ways of marketing in comparison to social media marketing. The study also looked at why either gender grows an attachment to a sport or a team and investigates why an individual does not lose that connection with a product. All past tense please In previous years, studies show that the way for sports fans to gain information was either through media channels such as ESPN and advertising upcoming games for teams (Eden, Upright & Hey, 2013; Ridinger & Funk, 2006). The one problem is, sports media is male driven. For the male sports fan, it works, but for female sports fans, it provides a lack of motivation to be involved. Sports marketers need to take a closer look into how media is delivered, along with what can be done to attract women through traditional forms of marketing. Studies show that social media has made an impact on sports advertising (Williams & Chinn, 2010). Sports fans are able to communicate with their favorite teams unlike before. Social media is a quick response portal, which is beginning to be used more by sports groups. Social media marketing is a form of marketing that producers cannot control. Sports fans take over and create connections throughout the world through something they have in common. Even though this may seem like a great portal for marketing, how do women interact on social media if they
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         6   6   are not sports fans and are not attached to a team? Sports marketers should address how social media can be used to connect women with sports along with what sites can be used towards a marketer’s benefit. Studies show that a majority of women are not as attached to sports as men are. Men are attached to the game itself and create an emotional bond (Watkins, 2014). It is a way of relaxation along with a time to take one’s mind off of other things. Men who identify themselves with sports make an effort on social media to express their emotions to others. Women are attached to the group experience (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014). These studies discuss the concept that women can create fan identification through social experiences. Women feel sports are a time to be with other individuals and bond over the moments shared. Social media allows these individuals to speak to each other and create a connection through a common subject such as sports. There needs to be a look into how sports marketers can advertise and drive individuals to identify with an experience rather than a product itself. Statement of the Problem Sports’ marketing has slowly been changing in the past few years due to the changes in technology and the adjustment of target markets. For years, the target market for sports products were men but ever since Title IX was created in 1972, women have slowly been declaring a presence the world of sport. Sports marketers have begun to shift towards not just marketing towards men, but also women. Studies show that women should be marketed towards differently than what has been done in the past with men (Parry et al., 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014; Eden et al., 2013; Ridinger & Funk, 2006). Another group of individuals will be able to be reached if marketers begin to adjust their
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         7   7   marketing onto social media and promoting an experience. This study intends to look into the motivations behind females developing an attachment to sports. Along with a hypothesis that although men consume sports through traditional avenues such as television, social media can be employed to cultivate female sports fans through marketing tactics such as Word of Mouth, advertising role models, and promoting family environment. Problem Statement Within recent years, there has been a effort to market sports towards the female fan base but there is not defined way to market to this gender. Also there has been a shift towards marketing on social media. With that being said, the purpose of this study is to determine how effective social media can be in employ and cultivate female sport fans. Definition of Terms Fan engagement: for this study fan engagement is when individuals are given an opportunity to be involved with a team or sport Fan identification: for this study, fan identification is when an individual is attached to a team and have loyalty to them as well. Individuals’ believe they are as much a part of the team as they an actual player. High-level Fan: for this study, high-level fans are individuals who identify with a team or player and express feelings towards the subject Low-level fan: for this study, a low level fan is an individual who do not identify with a team, player or sports. Producers: For this study, producers are the individuals manufacturing tangible merchandises. Social identity: for this study, social identity is the emotional attachment one has with sports
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         8   8   Social Media: for this study, social media includes websites such as Facebook, Twitter and Pinterest that allow individuals to be interactive with each other and communicate instantly if needed. Sports marketers: for this study, sports marketers are the individuals who are taking the tangible items and advertising them to sports fans. Sports Media: for this study, sports media is regarding sports coverage on television Delimitations The delimitations of this study include researchers choice of age range, and quantitative method of surveying. Looking at the younger generations habits and actions on social media did not allow for the researcher to gain a full grasp of how any women would act on social media. All of the questions were aimed at females between the ages of 18 to 35. Most respondents were between the ages of 18 and 22 due to the researcher posting it on their own social media accounts. If the researcher had chosen a wide age range, there would be more of a variety of answers. Quantitative method of surveying does not allow individuals to elaborate on a subject that is being asked. All questions are closed-ended questions and no opportunities for individuals to express their reasoning for their answer. Individuals may not be able to be completely honest with their answers. The survey is limited to how well the researcher clearly states questions and the responses given by the participants in the study. Limitations The limitations of this study include timeframe, and truly random sample. Given the framework this study had to be produced in, gave the researcher five days to allow individuals to respond to the survey provided. The survey opened on a Friday and closed on Tuesday. A five day timeframe does give individuals who would like to participate enough time to respond but it
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         9   9   does not factor in the different responses that could have been produced if the timeframe was longer or on different days of the week. With the researcher being restricted to posting on selected social media accounts, the sample was not truly random. Significance of the Problem The significance of the problem is there is whole demographic that has not been addressed as well as it should be in the sports marketing world. Men are not the only individuals who are gaining an attachment with sports. Women who may not be attached to the game itself, but there could a potential to develop different forms of attachment to sports. Using social media, women can be reached and become attached. Sport marketers need to address the female population in marketing on social media. Half of the sports world is not being spoken to in the way social media marketing is done as of this point. Sports marketers can use the information found in the study to reach along with attach the female audience to sports and be able to grow the overall sports market.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         10   10   Chapter 2 REVIEW OF LITERATURE The following material provided by previous studies within the review of literature creates an understanding of the information needed to outline this study. The previous information within the past, it present that the current study regarding female fan cultivation through traditional forms of marketing and social media marketing was significant. Through the analysis of cultivation fans through traditional means of marketing, examining the gender difference attraction to sports, and studying the creation of social media marketing towards the female fan, it was evident that there needs to be an development of marketing towards the female fan. Cultivating Fans Through Traditional Marketing Strategies According to Andrews, Didow and Peacock (1998), the first sports advertisement was by a cigarette company in the 1870s. The company placed baseball cards inside of cigarette boxes with the intention to increase cigarette sales along with developing brand loyalty (1998). The 1870s was when traditional marketing began. Traditional marketing places information in the public, and individuals who are interested in the product make an effort find the product or service. Williams and Chinn (2010) explain that traditional marketing seeks to advance on the “loyalty ladder”. It focuses on building the relationship from organization to consumer perceptive. There are three steps to the process of the “loyalty ladder”. They are to identify the customer, then turn them into prospects, and once they are a consumer encouraging them to become a loyal consumer (Williams & Chinn, 2010). With that being said, traditional practices can still be used with the newer marketing tools such as social media marketing. Unlike traditional ways of marketing that has been done in the past, the marketers must recruit and
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         11   11   retain consumer support in social media marketing. Social media is peer driven, and the marketers cannot completely control consumers’ behaviors. Traditional marketing advertisements and social media marketing intend to create a reasoning for individuals to become identified with a sport. Creating Fan Identification Fan identification is a key concept of brand development and is a form of social identification (Watkins, 2014). Watkins (2014) defines fan identification as “the commitment and involvement sport consumers have with the organization” (p. 473). Consumers have knowledge of being a member of a group and create an emotional connection through staying involved with the group (Watkins, 2014). When a fan identifies with a team or product, they are considered to be a high level fan. They have identified with a team and are not easily persuaded to change opinions. One example of an individual with high level fan identification is someone has been a New York Knicks fan throughout their lifetime, then moves to Chicago for work reasons, they would not be pressured into becoming a Chicago Bulls fan. They identify with the Knicks and keep up with the teams’ information. According to Cooper & Tang (2013) there are different forms of fan identification. Highly identified sports fans are more willing to invest time and money into a team and their self-esteem can be influenced through successes along with failures (Watkins, 2014). According to Watkins (2014), “it is important for teams to determine ways that they can convert casual fans to highly identified fans” (p. 478). Fan identification can be created for the low level fan through providing opportunities for group belonging with other sports fans (Watkins, 2014). Having a sense of belonging increases self-esteem (Watkins, 2014). It is especially important to provide
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         12   12   these opportunities for the female fan. More than half of female fans are considered low-level sports fans (Ware & Kowalski, 2012). Watkins and Lewis (2014) explained, “identification with a team enhances the likelihood that a fan would use these platforms to connect with the team” (p. 413). Marketers need to make efforts to build relationships with the fans. Not all fans are highly involved. Marketers advertise to all levels of fans. For low-level fans, fan identification is achieved through the marketers providing opportunities for fan engagement. Creating Fan Engagement Fan engagement is a specific form of consumer engagement. Consumer engagement is “a consumer’s spontaneous, interactive and co-creative behavior primarily in non-transactional consumer-company exchanges to achieve his or her individual and social purposes” (Masayuki, Gordon, Makoto & Biscaia, 2014, p. 400). Consumer engagement is a key element of organizations different approaches on clarifying the development, future product growth and consumer retention (Masayuki et al., 2014). By encouraging customers to become engaged the likelihood of purchasing products increases. Marketers can help push customers into becoming engaged fans through providing opportunity outlets such as forums for consumer to consumer interaction, and taking customers’ feedback in product collaborations (Masayuki et al., 2014). With the impact engaged fans have on consumer behavior, successful marketers measure the levels of fan engagement amongst their target fan bases (Masayuki et al., 2014). Not all fans are on the same level of fandom. A fan with low levels of identification may not be able to relate fully to a high level fan. A high level fan is emotionally attached to a specific team or player and is knowledgeable regarding the topic, whereas a low level fan may consider themselves a sports fan but have not identification with a specific team or player (Cooper & Tang, 2013). Each level
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         13   13   affects how an individual acts in regards to sports (Cooper & Tang, 2013). Marketers know the different levels of target fans; they can more accurately provide opportunities for fan engagement. Marketers learn about their clients through three consumer engagement themed behaviors. They are non-transactional behavior, transactional behavior and long-term relationships (Masayuki, et al., 2014). Non-transactional behaviors are when consumers take action to spread knowledge about a product without spending money. Non-transactional behaviors include, word-of-mouth exchanges, reaching out to the product or service for recommendations, consumer-to-consumer interactions, and blogging along with writing reviews (Masayuki et al., 2014). This results in a route for creating, building and enhancing consumer-to- firm relationships (Masayuki et al., 2014). All level of fans can participate in non-transactional behaviors. Individuals, who are unfamiliar with a product, can start to create a relationship by hearing about it through others. Individuals who have heard of the product can build upon it. The non-transactional behaviors are a process that must be taken one step at a time for success. With all individuals not being on the same level it can take time. Transactional behaviors are a trade off between the cost of a product and effect a specific product can have on an individual (Masayuki et al., 2014). Individuals create a connection with a team by physically purchasing or engaging with the product. Transactional behaviors include attending games, watching games; buying endorsements related to one’s favorite athlete, wearing teams products and attending future games (Masayuki et al., 2014). These behaviors are more likely to be taken by high-level fans. Lower level fans do not have the attachment with the sport and may not be as influenced to be involved, but it is not impossible for lower level fans to perform transactional behaviors. Along the same lines of the non-transactional behaviors,
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         14   14   transactional behaviors are a process and the ultimate goal is to gain a long-term relationship with a product. Unlike the previous two themes, a long-term relationship is not a behavior, but more an action of maintaining. By maintaining a long-term relationship with a fan, the product or service is creating an emotional and mental attachment (Masayuki et al., 2014). Once that attachment is made, the fans are always working on building the relationship by either purchasing season tickets or becoming a booster club member (Masayuki et al., 2014). Communication, interaction and value are three main elements of building and maintaining a long-term relationship (Williams & Chinn, 2010). Communication is a basic step, but can sometimes be forgotten. There must be a consistency of reaching out to the consumer. Two-way communication can provide the consumers with chances to interact and express needs to the organization (Williams & Chinn, 2010). Interactions are central to the relationship building process (Williams & Chinn, 2010). Marketers provide an experience for the consumer, directly or indirectly. Marketers reach out to customers. The value process is constructed through continuous interactions that add significance with time (Williams & Chinn, 2010). Marketers strive to create long-term relationships with individuals. The more loyal an individual is to a product, the more likely it is for them to come back for more. Once a consumer is connected to a product, they become promoters of the product. Marketers can increase profitably through advertising products on television along with social media. Promoting Sports Through Television and Social Media Advertising Sports as a culture is male dominated, resulting in sports media attention being given to male sports (Ridinger, & Funk, 2006). Marketers advertise sports in different ways. First is
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         15   15   highlighting a single player or team who is coming to the area (Eden et al., 2013). Individuals who have an attachment with a player or team will tune in to watch or attend the event. Parry et al. (2014) found “across all samples at least 70% of participants watched sports at least once a week via television, whereas for attending a game this figure is below 50%” (p. 264). Advertising through television can be beneficial if promoted to the correct individuals. Another way of advertising is through social media. Social media is a trend of marketing and can benefit in relationship marketing (Williams & Chinn, 2010). Williams and Chinn (2010) stated “the emergence of social media and Web 2.0 technologies has the potential to significantly affect connections with customers” (p. 423). Social media allows individuals to interact with a product along with other individuals who are interested in a product. There are social connections and a potential community being created (Parry et al., 2014). Individuals are increasing electronic media uses for indirect consumption of sport (Parry et al., 2014). Seng and Keat (2014) found that online social influences on social networking sites have an impact on an individual’s opinion of the quality of a product along with their purchasing intention. According to Seng and Keat (2014) social media marketing is a different form of marketing that individuals can use to create their own content rather than passively obtaining information. Social media is fan driven. There are two types of social influences of social media. Normative social influence is the actions taken by a person following the positive opportunities that were discovered prior (Seng & Keat, 2014). Informational social influence is when an individual accepts information from others as proof of a certain truth (Seng & Keat, 2014). When an individual experiences informational social influences they are seeing someone they know being involved with a product through social media, individuals are more willing to trust the product. There is more trust with a product if it is coming from a personal source. The personal
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         16   16   source has experience with a product, and can share upon that knowledge. Informational social influence is more powerful than normative social influence (Seng & Keat, 2014). Marketers and consumers are receiving constant feedback from each other and problems can be solved quickly on social media (Seng & Keat, 2014). There are two types of communication through social media, two-way or one-way. Seng and Keat (2014) stated two- way communication is when “consumers are given the power to filter, choose, and exchange information with one another or with the company” (p. 66). Individuals are able to communicate with others that they would never be able to speak to before through social media sites that provide two-way communication. Examples of these sites are Facebook and Twitter. Pinterest however, is a one-way communication social media site. Individuals can post products that they like and save it for themselves for potential purchase. Conlin, McLemore, and Rush (2014) stated, ” Pinterest provides a community of female fans actively seeking out commercial items. Marketing strategies targeted specifically at females buying merchandise appear to be a ripe avenue toward increasing revenues” (p. 358). Pinterest is a site driven by individual interests and sharing it with others. Unlike Facebook and Twitter, where someone is looking to have the most followers, on Pinterest anyone can look at anything on the site. Women’s fashion is the number one looked at topic on the site, and if teams use knowledge and to their marketing advantage more female fans could be reached. Females make an impact on the sports world but still are not receiving equal exposure resulting in lack of identified female sports fans. According to Eden et al., (2013), “regardless of the increase in the number of women and girls who actively participate or once played organized sports, since media sensationalizes men’s teams and sports, it is easier to find statistics, games and reports on the local and national news” (p. 21). There has been an increase in the number of
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         17   17   participants along with viewers but the media is not catering to the female needs. Bernache- Assollant, & Chantal (2009) depicted sports media as a "masculine and violent sport," which tends to exclude women as athletes and sport fans. With the lack of media coverage and exposure, sports marketers need to use different tactics other than the traditional strategies to engage the female fan. Shackelford and Greenwell (2005) suggest through their finding that sport marketers need to create passageways to reach the female fan. Men and women become interested in sports in different ways. Gender Differences in the Attraction to Sports According to several studies, men and women have different motivations for fan attachment sports (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Men are motivated by the emotional connection and pure enjoyment of sports. Women are motivated by the entertainment factor and are driven not by the sport itself but the potential to be in a social group. In Ware and Kowalski (2012) found that seventy one percent of the women were low-involvement fans resulting in the women being categorized as being more of a fair-weather fan in comparison to men. In comparison to men, women do not have a deep connection with sports. According to a published report in Statistics Canada (2010), in 2010 approximately one- third of men and one-sixth of women regularly participated in sports. Sports as a culture is male dominated resulting in not driving factors connecting women to sports. Men develop a relationship to sports through feeling an emotional attachment as well as purely enjoying it. Men Gain Satisfaction With Sports Through A Growth Emotional Attachment Men identify with sports. Sports are activities that individuals can keep in their lives, no matter what age they are. Although someone may not be able to play a sport all their life, they
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         18   18   never lose that spark of wanting to be involved. Not being successful enough to make it to the professional leagues does not mean they must lose the sport forever. There are different ways to achieve that missing void. Social identity explains why individuals would rather function with others around them rather than at an individual level (Ruihley & Billings, 2012). Social identity in sports terms is when an individual is emotional connected with a team (Watkins, 2014). Sports for men, provides a boost of self-esteem and an opportunity to feel a part of a large team culture one once felt (Ware & Kowalski, 2012). Females do not experience the same type of self-esteem boost due to the lack of emotional connection in comparison to men. Females attach to the social experience rather than the pure emotional connection. Sport as a culture is male driven and brings individuals together. It allows people with the same interests to come together and bond no matter where an individual is located. Men experience a bond with other individuals who have the same interest in team or player. They are able to grow their emotional attachment to sports through the connection they made with another individual. Different individuals have different levels of emotional attachment to a team and this can be expressed in different ways. According to Ware and Kowalski (2012) male sports fans can express their emotional attachments through basking in the teams reflected glory (BIRGing) and cut off reflected failure (CORFing). An individual’s involvement with a team will determine the extent of his or her emotional reaction to a situation. Male sports fans experience highs and lows depending on the level of attachment. Ware and Kowalski (2012) define BIRGing as “an individual inclination to share in the glory of their team’s wins, creating positive associations with the team and also elevating one’s
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         19   19   own self esteem in the process” (p. 224). In other words, a male sports fan is publicly displaying their association with a specific team to develop a positive social image and self-evaluation (Ware & Kowalski, 2012). Highly involved male fans want to celebrate their team in a positive way whenever the opportunity presents itself. Celebrating can entail wearing the teams logo, tweeting after every play, and being involved as much as possible. This allows male fans to feel like they are a part of a community and will boost self-esteem. An individual’s team is a part of them as a person. Ware and Kowalski (2012) define CORFing as “a fans disassociation with the team after a loss, enabling the fan to preserve some sense of positive self-image” (p. 224). If a team loses, fans will step away from the team and feel the need to disassociate them in order to protect their social image and self-evaluation (Ware & Kowalski, 2012). CORF fans distance themselves from team’s apparel and will use words such as “they lost” to express disassociation (Ware & Kowalski, 2012). When “die hard fans” experience a team loss, it is an emotional process. These individuals tend to feel a decrease in self-esteem resulting in difference in mood and expressions (Ware & Kowalski, 2012). CORFing is more common in the female sports fan. Due to the lack of attachment with sports, it is easier to step away from the sport and not feel any connection (Ware & Kowalski, 2012). Men’s emotional attachment to sports cannot be underestimated. Sports are a part of who some individuals are. Even if individuals do not have love for the same team, they can still bond over certain aspects of the game itself. With the emotional drive, men are promoters of sports. By expressing BIRGing actions specifically, a non-sports fan can be fascinated by wanting to be involved in a sports culture at certain levels. Men Gain Attachment to Sports Through a Sense of Enjoyment
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         20   20   Men are motivated and attracted to sports through the pure enjoyment factor. They are using sports to pass time and experience enjoyment (Ruihley & Billings, 2012). Male sports fan are intrigued by the entertainment of sporting events, resulting in individuals tending to use sports to escape the stress of the real world. Men use sports as a time of relaxation and a chance to get excited about an event (Ridinger & Funk, 2006). Some male sports fans do not seek to be a part of a community, being a fan of a particular team results in the feeling of being a part of something bigger and boost ones self- esteem (Ware & Kowalski, 2012). With the well-established sports culture, when male sports fan do seek to create bonds with others, it is to add to the culture (Ruihley & Billings, 2012). Fantasy sports is an example of a method male sports fans use in order to satisfy the need of wanting to be more involved in a sport to potentially gain more enjoyment. Fantasy sports are an opportunity of achieving bonds (Ruihley & Billings, 2012). Fantasy sports create a direct link to an individual’s TV viewership (Ruihley & Billings, 2012). A fantasy sport allows individuals to display how much knowledge they have regarding a certain sport and potentially helps others learn. Individuals who participate in fantasy sports must know about the overall details of the sport. Unlike men, most women do not want to learn the overall details of a sport. Women develop a relationship to sports through social experiences and feeling a sense of community. Women Develop an Attachment to Sports Through Undergoing Social Experience Female fans become attached to sports through social experiences (Watkins, 2014; Ware and Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Unlike male sports fans, the general population of female fans do not get emotionally attached to the game itself, but strive to create a relationship with others about the event. According to Ridinger and Funk (2006), female fans need social interaction, whereas male fans need to
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         21   21   identify themselves with a team. In Ware and Kowalski’s (2012) experiment, seventy-five percent of the women in the study were motivated through the social aspect of sports. Different aspects of events satisfy different individuals. The higher-level sports fans are enticed by the opportunity to watch a sporting event and the lower level sports fans are attracted to the bonding opportunities. The female sports fan uses sports as a chance to spend time with family and friends, along with sharing moments (Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012). For women, sports can be used as an avenue of connection with individuals who are at different levels of sports fandom. Women are seeking bonds with individuals to enhance romantic and family relationships (Ruihley & Billings, 2012). Female fans look for the overall personal experience with other people and no matter the location of the social experiences; it can lead to social identification (Watkins, 2014). According to Watkins (2014), “social identification with a sports team moves the sports fan from being a spectator to being an active participant whose role in the event is perceived to be tantamount to team success” (p. 472). There is a greater potential of becoming an active participating sports fan through social experiences. Within a group of individuals, not all people are going to be on the same level of sport fandom, but by being together in one environment and having a certain experience together, they can advance identification with a team (Watkins, 2014). Being together for a sporting event can bring individuals together and create an outlet for connection (Watkins, 2014). Socialization is key (Watkins, 2014). Sports provide a chance for different individuals to come together and potentially create a bond through a shared experience. Social experiences bring sports to a personal level, for a woman that creates an easier passageway of connection. A Conscious Awareness of a Community Advances Females’ Attachment to Sports
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         22   22   Female sports fans can create a relationship with sports through a sense of community. According to Xing, Chalip & Green (2014) a sense of community has a direct effect on social involvement. Fink, Trail, & Anderson (2002) found females attend sporting events for the experience of it and being together with other individuals. Togetherness is a key to creating a potential community. Not all individuals have to be on the same level of involvement in order to be aware and involved in the community. Community is about being a part of something bigger than ones self. Being able to share and express ones feelings regarding the subject at hand. Feeling a sense of community can be achieved through different possibilities of communication, like the Internet. Fans can interact through the Internet portals and link with others over anything to do with the sport (Watkins, 2014). Individuals do not have to stop bonding with individuals about an experience once the event is over. With the Internet, female sports fans can keep communication with the group and potentially establish a stronger identity with a sport. Women strive to be involved in group entertainment and establishing an overall fun experience (Wiid & Cant, 2012). Marketers can provide women with the opportunity of being involved with a group through presenting information certain ways on social media pages. Creating An Interactive Experience Through Social Media for Female Fans Marketing sports on social media to the female fans cannot be done the same as it has been done in the past with male fans. According to Eden et al. (2013), it is important to know that there is a difference between female sports fans and male sports fans as a marketer. Marketing to a female fan must be done differently in order to grasp their attention (Eden et al., 2013). Through social media, marketers need to have awareness of the different levels of the female sports fan and be able to market to them with different tactics. Promoting Events with a Family Atmosphere and Role Models on Social Media
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         23   23   According to Ware, & Kowalski (2012), females are more likely to report their motivation for being a sports fan as an opportunity to spend time with family and friends (p. 234). Sports provide a chance for individuals to share moments together (Bernache-Assollant, & Chantal, 2009; Cooper & Tang, 2013; Eden et al., 2013; Fink et al., 2002; Ruihley & Billings, 2012). Men are more likely to come together when there is an opportunity to relax and watch an event. While women come together to have a shared experience. In order to catch the female fans attention on social media, marketers need to promote family. Women are using sports as an opportunity to get individuals together. Promoting the idea of a team being a family can help get females involved. Families are built in communities that last forever. Females are looking to become fans to be involved and share memories with others. Another way to share memories with family is to attend games and by marketers promoting family along with adding a role model can help push them towards making a stronger connection. Eden et al. (2013) states, “positive female sport role models can emphasize supporting opportunities for women by providing a strong incentive for women’s organizations to become more involved with women’s sport teams” (p.21). It was found that women who attended women sporting events grew more of an attachment to sports (Ridinger, & Funk, 2006). Women feel a sense of accomplishment when their team or player wins and feel a need to add effort to boosting attendance at these events (Ridinger, & Funk 2006). It is a reflection of their pride (Ridinger, & Funk, 2006). It allows them to be apart of something greater than oneself. It is an “us vs. them” mindset (Ruihley & Billings, 2012). Women’s sporting events provide a chance for individuals to see role models at family socialization experiences while supporting women’s accomplishments and delivers an opportunity for new fans to develop (Ridinger & Funk, 2006). Other than those factors, the biggest motivation for specifically female fans to attend a game is to
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         24   24   support women’s sports as a whole. Women are supporting each other to help promote equal rights (Ridinger & Funk, 2006). Women sports have a lack of media coverage and women want to be in attendance to support their genders dreams even if the media is not going to do so. Eden et al., (2013) states, “coverage of women’s sports by the media often trivializes and minimizes the accomplishments of female athletes” resulting in encourage females to attend sporting events through word of mouth communication on social media (p. 22). Creating Word of Mouth (WOM) Communication on Social Media Pages Word of Mouth (WOM) is producing a buzz about an event, an item, a team or a player (Eden et al., 2013). Females in their teenage years use WOM techniques. Teenage girls rely heavily on whom their friends are and media in order to communicate with each other to feel a sense of belonging, resulting in a boost of self-esteem (Eden et al., 2013). Female sports fans boost of their self-esteem through a sense of community along with taking in a social experience. Sports provide individuals with a community. Whether it is people who like the same team, the same player or experience the same event, a set community is made. Unlike teenage girls there is no standard that an individual is held at in order to be accepted. All levels of sports fans can be involved and can feel a lift of confidence. Marketers can provide through social media a potential of community and social experience by creating positive WOM surrounding their product or service. With technology the way it is now, social media is a main method of communication and word is spread from one person to another by posting information for others to see. Positive WOM from a devoted fan is key. Using WOM as strategies allows any level of a fan to be involved in due to the nature of social media being fan driven. Devoted fans already have an attachment with sports and are looking to strength the relationship (Eden et al., 2013). Social
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         25   25   media allows these individuals to express how they feel to others. When individuals begin to speak positively regarding the sports product or service, other individuals see the feedback and potentially become new consumers (Eden et al., 2013; Seng & Keat, 2014). Pinterest is a social media site that produces positive WOM about products. Pinterest is a one-way communication site and is female driven. It is a way to express a person’s interests and sharing it with others. Unlike Facebook and Twitter, where someone is looking to have the most followings, on Pinterest anyone can look at anything on the site. If someone speak positively about a product and reposts it with a comment, other individuals will want to look into that product as well. If sports marketers promote their products, devoted fans will repost the information and be able to reach a new group of non-sports fans. The consumer is in full control of feedback through social media. Female fans are able to support each other in the sports world. Social media is an avenue of bringing all levels of the female fan together. The word about uprising stars, role models or family events can be found through social media sites. Individuals are able to bond with one another throughout the world through social networking. Summary Marketing has to start adjusting to reach a wider audience. The way marketing has been done in the past years is not as effective anymore. This study looked into traditional marketing adjustments in order to reach the male audience as well as the female audience. Also this study looked into the new marketing techniques that relates to the adjustments of technology. This study took a specific look into social media sites. Next the following study looked into the effects sports have on men and comparison to women and how these effects can be advertised to
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         26   26   an audience. Lastly, the purpose of the following study was to look into the different marketing techniques that can be used on social media to get the female population involved.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         27   27   Chapter 3 PROCEDURES With the growing number of women following professional sports as fans it is important to target the female demographic in social media marketing. It is estimated that more than 50 million women avidly follow professional sports (Eden et al., 2013). This number excludes intercollegiate sports fans. Male sports fans are not the only fans, and there is not only one way to market sports towards individuals. Marketers need to adapt by advertising products through social media channels to the different level of female sports fans. The purpose of the study is to determine how effective social media can be in employ and cultivate female sport fans. Source of Data Previous research has looked into how to market towards men but there has been little research done on the effective ways of marketing towards females. The participants for this study were females’ ages eighteen to thirty five who use the Facebook and LinkedIn social media accounts. The purpose of the study was to look into this specific age range actions on social media. These individuals are within the next generation and having grown up with technology. The researcher chose a wide range of ages so the results will reflect the two different stages of life and how they are using social media. Age eighteen was chosen because this group is believed to be the group to be using social media the most within this age range (Eden, Upwright & Hey, 2013). Previous studies state there needs to be a specific look at the younger generations due to their different perspective of social media usage (Eden, Upwright & Hey, 2013). Eighteen-year-old women are seeking out information that they can use to bond with other individuals to create stronger relationships; where as thirty-five year old women are looking for opportunities to spend time with family and friends at social events (Eden, Upwright & Hey,
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         28   28   2013). Overall, the survey was distributed through 5 emails, 2 Facebook groups, 1 personal Facebook account, 1 personal LinkedIn account, and 1 LinkedIn group. As a result, 73 females responded, with 63 completing the survey. Instrumentation A quantitative study was the platform for determining how effective social media can be in employ and cultivate female sport fan. The data collection was from women between the ages of 18 and 35 who use social media and were asked to complete an online survey. Within the survey there were a variety of close-ended questions, including check all that apply, ranking from greatest to least, and multiple choice. There were four different areas of questions the respondents were asked. First to respondents were asked to respond in regards to identifying the influences of being a sports fan, second to gain perspective of women in the sports industry and lastly social media use in regards to advertising. The survey was distributed on two social media sites; Facebook and LinkedIn. The data was collected during a five-day period from March 27 to March 31 2015. Reminder postings were provided on the 28th , 29th and 30th . While previous research studies provided the framework for this study, descriptive quantitative analysis was used to assess traditional versus social media marketing strategies. The survey will consist of 27 questions that will take no longer than 5 minutes. Procedures The researcher conducted a survey in order to ensure the data collected is opinion based. The researcher chose to use surveys to collect information because it has a high return rate, low cost and also will exclude individuals who are not on social media sites. The procedure of creating the survey started with the researcher developing all questions and response that had
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         29   29   clarity and validity. Once the researcher made a concrete example, an advisor looked over the potential survey to ensure transparency and legitimacy. Once approval, the researcher used an online forum Survey Monkey to publish the survey. Survey Monkey forum allows individuals to easily access survey questions with Internet access. Once the survey was uploaded onto Survey Monkey, the researcher sent the survey through an email to themself as well as their advisor to make sure the survey was working correctly. Once tested, the survey was posted on two social media site in multiple forums. First, a personal Facebook status, posted on the Women in Sports non-profit and Women Sports Foundation Facebook pages. Second, a personal LinkedIn page, and tagged three women in sport organization that have LinkedIn pages; Women in Sport, A Showcase Page by Women in Sports and Event Inc., and Women Sports Trust. These social media sites were intentionally chosen to reach different level of female sports fan within this age group and be able to grasp different levels of fans opinions on the subject. The survey was distributed again within 24 hours, then once again after another 24 hours in order to provide a reminder. Once the researcher collected a considerable amount of data from the survey within the five day time period, the researcher began to look for patterns within the findings and analyze the collected data. Treatment of data Once data collection came to a conclusion, a statistical analysis followed. The survey was broken down into three parts that the researcher wanted to uncover. The researcher created an analysis for the questions regarding identifying influences of being a sports fan, questions regarding perspective of women in the sports industry, and lastly, questions regarding social media use in relation to advertising. Survey Monkey provided graphs and percentages analysis for each question. Also it filtered through the surveys that were completed versus surveys that
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         30   30   were not completed. The researcher used the detailed analysis of each question and compared the answers the respondents provided. By specifying the percentage of each response, and examining the data on the charts and tables, the results were evident and effectiveness of social media in cultivating female sport fan was determined.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         31   31   Chapter 4 RESULTS The study was completed in order to examine the perspectives of the female sports fan, and their use of social media. The survey was developed on Survey Monkey, and the survey became available through posting invitations to participate through the social media websites, Facebook, and LinkedIn. Every 24 hours, a reminder was sent out on social media regarding the invitation to the survey. The survey was available for potential participants five full days. When the data collection procedure was completed, each question was evaluated based on the percentage of responses. Only the fully completed surveys were included and recorded for data analysis. The questions of this survey were pinpointing three main concepts. First, to identify the influences of being a sports fan, second, to gain perspective of women in the sports industry, and lastly, social media use in regards to advertising. An analysis was done on each individual question within these three main concepts. The first page of the survey offered a digital consent form for participants, and gave individuals the ability to be able to agree to move on with the survey or disagree. Participants were not allowed to proceed to the next section until the respondents agreed to the consent form. The study was conducted on females between the ages of 18, and 35 who are actively using social media. Once moving on from the consent portion of the survey, the participants were asked if they were older than 18 years old. If they were, they could continue on, if not they were asked to exit the survey. One participant did not continue on due to the age restriction. The survey had a total of 63 completed responses. The survey had an 86% success rate. Of the 63 respondents, the majority were between the ages of 18 and 22 (77.42%), 12.9% were from 23 to
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         32   32   27 years old, 3.23% were from 28-32 years old, , and 6.45% were from 33 to 35 years old. Of the participants surveyed, 95.08 % of the individuals were single, 3.28% were married, and 1.64% were divorced. When the respondents were asked what type of sports fan they were, 64% identified themselves as a low-level sports fan, and 35% identified themselves as a high-level sports fan. Only one individual identified herself not a sports fan (1%). This resulted in a majority of individuals being involved in either youth or high school sports. When respondents were given a choice of what sports levels they competed in, they were given four choices; youth, high school, collegiate, and professional. Out of 59 individuals who decided to respond, 54 females participated in youth sport, and 56 participated in high school sports. 22 females participated at the collegiate level, and 1 female played professionally. In pairing with the level of sport competition the respondents had participated in, respondents were asked if sports affected their day-to-day life. The researcher included a series of questions in order to grasp an understanding of the influence sports have on the respondents’ daily routines. 27.42% of the respondents stated that sports only somewhat do affect their day-to- day life. 24.19% of the respondents stated that they were neutral on the concept, along with 24.19% stating that sports do affect their day-to-day life. 9.68% of the respondents stated that sports do not usually effect their day to day life, and lastly, 14.52% of the respondents stated that sports do not effect their day to day life is most like them. When participants asked to indicate if the sports only impact their life when a big sporting event is being televised such as the Super Bowl or March Madness, they were able to suggest if this was least like them, somewhat like them, like them, most like them or neutral. 28.57% of respondents indicated that it is somewhat like them to have big sporting events only impacts them. 25.40% of respondents indicated that it
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         33   33   is least like them to be only impacted by big sporting events. 23.81% stated that it was like them to have a big sporting event impact their life. 12.70% were neutral on the subject, and lastly, 9.52% stated it is most like them that big sporting events affects their life. This question was implemented in order to discover if individuals are only impacted by big sporting events or if they are more avid watchers of sporting events. Once again, it seems fitting with individuals a significant amount of response correlating with a low-level sports fan that respondents would only be affected by big time sporting event. Going along with finding out the impact sports have on an individual’s day to day life, respondents were asked if checking scores, and watching events if they had time was least like them, somewhat like them, like them, most like them or they were neutral on the subject. 35.48% of respondents indicated that it was like them to check scores or watch sporting event if they had time, while 25.81% stated that it was least like them to check scores or watch sporting event if they had time. 17.74% stated that it was somewhat like them to watch sports, and check scores if they had the opportunity too. 11.29% of participants indicated that it was most like them to check scores, and watch sporting events if they were able to, and lastly, 9.69% were neutral on the subject. The researcher gained an understanding of the level of fandom, and how often actions are taken in free time to be involved with sports. Previous research suggests that female sports fans driven to become apart of the event if there is an entertainment aspect of the game, and there is not attachment to the game itself (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014). With that intention in mind, the next series of questions were aimed to back up information found in those studies about the entertainment factor as well as what outside factors creates interest for a female fan. Respondents were asked if they strongly agree, agree, disagree,
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         34   34   strongly disagree or were neutral that the entertainment aspect of the game is the deciding factor as to whether or not the participate watches a game. 35.48% of respondents indicated that they were neutral on this subject. 29.03% of the respondents agreed that the entertainment aspect is the deciding factor of whether or not they watch a sporting event. 22.58% disagreed with this statement, and do not believe the entertainment factor is the deciding factor to whether or not to watch a sporting event. 9.68% of individuals strongly agree, and 3.23% strongly disagree with this statement. Results suggest that the entertainment factor of sports was the reasoning for watching an event for some but others disagree. In order to understand who was influencing the individuals to watch sporting event, the participants were asked a series of four questions. When the respondents were asked if they were influenced to watch a sporting event by a significant other, 30.16% were neutral on the subject. 23.81% of the individuals stated this was like them to be influenced by a significant other. 22.22% of participated indicated that it was least like them to be influenced by a significant other to watch a sporting event. 17.46% of respondents relied stating that it was somewhat like them to be influenced by a significant other, and 6.35% of individuals said it was most like them to be swayed by a significant other. When the respondents were asked if they were influenced to watch sporting events by family members, 30.16% indicated this action was like them. 28.57% of individuals indicated that the family influence is somewhat like them, and 17.46% were neutral on the subject. 12.70% of individuals stated that it was least like them to be influenced by family members, and lastly, 11.11% of individual indicated it was like them to be influenced by a family member to watch a sporting event. When the respondents were asked if they were influenced to watch sporting event by friends (Figure 2), 33.33% indicated that this action was like them. 25.40% stated that it was somewhat like them to be influenced by friends to watch a
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         35   35   sporting event, while 15.87% were neutral on the subject. 14.29% of individuals stated that it was least like them to be influenced by friends, and 11.11% indicated it was most like them to be influenced to watch sporting events by friends. Respondents were asked if they strongly agree, agree, disagree, strongly disagree or were neutral that they only watch professional sporting events that they are interested in. 47.62% of respondents agreed that they only take action to watch professional sporting events that they are interested in, and 31.75% of the individuals strongly agree that they only watch professional sporting events they are interested in. While, 4.76% of individuals disagreed that they do not only watch professional sporting events that interest them, and 1.59% stated that they strongly disagree. 14.29% were neutral on the subject. The results indicate that a majority of individuals are only interested in watching a sporting event if it has any interest for them. This was a significant finding because the previous information indicate that individuals are influenced by an outside source to watch sporting events, but these respondents are more opt to watch an event if its interesting to them. In conjunction with the responses, respondents were asked if personal interest was an influence to watch sports. When the respondents were asked if they were influenced to watch sporting events by their own person interest, 49.21% of individuals indicated that this action was like them, and 20.63% indicated this action was most like them. 14.29% of individuals were neutral on the subject. As for least like me, and somewhat like me, both indicated 7.94% were not influenced on their own to watch sporting events. In relation to the previous information, an overwhelming amount of respondents indicate that they are influenced to watch sporting event due to their personal interest.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         36   36   Within the next section of the subject were implemented in order to gain a perspective females have on the sport industry, and the standpoint on females within the sports industry. When the respondents were asked if they prefer watching men’s sporting, 38.71% of individuals indicated that this was most like them, and 32.26% indicated that it was like them to prefer watching men’s sports. 3.23% of individuals indicated it was least like them to prefer watching male sports, and 1.61% of individuals said it was somewhat like them to prefer watching men’ sports. 24.29% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe women are a respected part of the sports industry, 30.16% of individuals disagreed with that statement, and 23.81% indicated that they agree that women are respected in the sports industry. 12.70% of individuals indicated that they strongly disagree with this statement, and 6.35% of individuals strongly agree with the statement of respect. 26.98% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe there has been an increase of women in positions of power within the sport industry, 47.62% of individuals agreed, and 19.05% indicated that they disagreed. 1.59% of individuals indicated that they strongly disagree that there has been an increase of position of power for women, and 6.35% of individuals strongly agree with the statement of respect. 25.40% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe there has been an increase in marketing sports directly to women in the past five years, 45.16% of individuals agreed, and 17.74% indicated that they do not see an increase in marketing towards women in the past five years resulting in them disagreeing with the statement. 0% of individuals indicated that they strongly disagree with this statement, and 8.06% of individuals strongly agree that they have seen an
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         37   37   increase in marketing towards females. 29.03% of individuals who responded stated they were neutral on the subject. The next section of questions were in regards to social media, and the actions females take on social media. When responds were asked to place which social media sites they use from most frequently to least frequently, 39.68% stated that Instagram was their most used social media. 29.51% of respondents stated that Facebook was their second most frequent used social media. 14.29% of respondents states that Twitter was their third most used social media. 12.70% stated that Tumblr was their fourth most frequently used, and lastly 4.76%% stated that Pinterest is their least used social media. The researcher wanted to gain a perspective of what social media is used most frequently in comparison to what is used not as frequently. In order to understand why individuals these social media sites, information were implemented to gain insight. When the respondents were asked if they use social media to communicate with friends, 46.77% of individuals indicated that this was like them, and 35.48% indicated that it was most like them to use social media to communicate with friends. 0% of individuals indicated it was least like them to use social media for communication, and 14.52% of individuals said it was somewhat like them to use social media as a communication tool. 3.23% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they use social media to keep on current event, 53.23% of individuals indicated that this was like them, and 25.81% indicated that it was most like them to follow social media to keep up with news. 0% of individuals indicated it was least like them to keep up with news on social media, and 14.52% of individuals said it was somewhat like them. 6.45% of individuals who responded stated they were neutral on the subject.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         38   38   Within this grouping of questions, there needed to be an understanding the actions individuals take on social media sites. When the respondents were asked if they post information on social media to share a personal experience with others, 41.94% of individuals indicated that this was like them, and 19.35% indicated that it was most like them to post personal experiences on social media. 11.29% of individuals indicated it was least like them to share personal experiences on social media, and 16.13% of individuals said it was somewhat like them. 11.29% of individuals who responded stated they were neutral on the subject. In order to comprehend advertising actions on social media, the respondents were asked if they post on social media to share personal experiences with a product they have purchased, 46.77% indicated that this action was least like them. 22.58% of respondents were neutral on the subject, and 17.74% of individuals stated posting on social media about a personal experience with a product were somewhat like them. 9.68% responded saying that this action was like them and 3.23% indicated it was most like them. Results indicate that individuals do to action to post information for others to communicate with others but a significant amount of individuals do not post information about a product that have posted. According to previous studies, social media advertising is a new form of marketing (Parry et al., 2014, Seng & Keat, 2014, Williams & Chinn, 2010). Respondents were asked three question is regards to their impression of social media marketing and advertising. When the respondents were asked if they believe posting personal experiences on social media about a product is advertising, 47.56% of individuals agreed, and 9.84 % indicated that they do not believe posting personal experiences about a product on social media is advertising, resulting in disagreeing with the statement. 3.28% of individuals indicated that they strongly disagree with this statement, and 8.20% of individuals strongly agree that personal experiences on social media
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         39   39   is advertising. 31.15% of individuals who responded stated they were neutral on the subject. Along the same lines, when the respondents were asked if they believe posting about a product on social media is a type of advertising for vendors, 50.82% agreed and 22.95% strongly agreed with the statement as well. 1.64% of respondents disagreed as well as 1.64% strongly disagreed. 22.95% of the respondents were neutral on the subject. When the respondents were asked if they see advertising on social media as an effective marketing strategy for organizations, 52.46% agreed and 36.07% strongly agreed with the statement as well. 1.64% of respondents disagreed with the statement while 0% of individual indicated that they strongly disagreed. 9.84% of the respondents were neutral on the subject. The results from these three previous questions indicated there is a correlation between previous findings that social media is a tool for marketing. In order to gain a perspective of actions individual take when seeing advertisements on social media, the respondents were asked if they purchase products they have seen advertised on social media, 28.33% of individuals indicated this action was like them and 5.00% stated this was most like them. 26.67% of individuals were neutral on the subject. 20.00% of respondents stated it was least like them as well as 20.00% stated it was somewhat like them to purchase product they see advertised on social media. Data analysis occurred based on females between the ages of 18 and 35 who were using social media.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         40   40   Chapter 5 DISCUSSION According to William and Chinn (2010), the traditional ways of marketing, organizations seek to advance in building relationships with the consumer. In order to do so, organizations must identify to consumers, turn them into prospects, once engaged develop them into a loyal fan (William & Chinn, 2010). Successful marketers measure the levels of fan engagement amongst their target fan bases (Masayuki et al., 2014). Different levels of sports fans experience sports differently and must be engaged differently. Within this study, 35% respondents indicated they were high-level sports fans. This is the group marketers need to target to create a stronger long- term relationship with. Communication, interaction and value are the three keys elements to building as well as maintaining a long-term relationship (Masayuki et al., 2014). The product or service needs to be creating an emotional and mental attachment (Masayuki et al., 2014). Marketers’ ultimate goal is to create a long-term relationship with consumers. The study results show that there is a stillroom for traditional marketing skills within the sport industry. Long-term relationships are key to those individuals who are highly involved fans. The previous studies show that a new type of marketing is being implemented within the sports industry. As discussed by William and Chinn (2010), it is evident that social media is a new trend of marketing that allows individuals to gain information about a product and potentially create a relationship. As stated by Parry et al. (2014), social media allows for individuals to indirectly consume information on advertisements particular to sport. The results indicate that about 50% of the female respondents agreed that posts on social media can be recognize as an advertising tool for marketers but also recognize there was a spread reaction to whether individuals take actions to purchase products they see on social media. Results state that some individual are
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         41   41   taking actions when seeing advertisements and purchasing products. 28.33% of individuals who responded to the survey indicated it was like take action when seeing a product they like on social media and purchase the products. This number may only represent a small number of individuals but it shows that this action is taking place. In order to cater to individuals whom are taking action and purchasing products seen on social media, as well as the individuals who indirectly consumer information, marketers should implement one-way communication forms on social media. One-way communication forms allows for individuals to be able to overlook the information but only take action if personally interested. Sixty four percent (64%) of the females who responded to the survey were low-level fans and William & Chinn (2010) suggest that low- level sports fans are not likely to take part in two-way communication. Social media is a place to get information out to the public. As stated previously, an example of a one-way communication form is Pinterest. Pinterest provide a form for female fans to actively search out commercial items as well as provide a community within the Internet (Conlin, McLemore, and Rush 2014). This type of site allows for individuals to be able to take action to learn more if one would like and also provide information for those who do not want to take action in that specific point in time. Pinterest is driven by an individual’s interest. As seen in the results of this study, about 50% of the respondents were only watch sports they are personally interested in. Marketers should recognize that both female sports fans are influenced by their own personal interest and a site with one-way communication is interest driven. Marketers should seek to implement the advertisement of products sites such as Pinterest, while also implementing two-way communication sites.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         42   42   Seng & Keat (2014) as well as William & Chinn (2010) studies suggest implementing forms on social media in order to cater to two-way communication. Two-way communication can provide the consumers with chances to interact and express needs to the organization and these interactions are central to the relationship building process (Williams & Chinn, 2010). The consumer is given the power to filter, choose and exchange information with social media friends or with the organizations (Seng & Keat, 2014). Forty seven percent (47%) of the respondents indicated that they use social media to communicate with their friends. This type of communication is two-way. The individuals are interacting with each other to share stories as well as information. This result creates evidence that two-way communication is happening on social media. Facebook, Twitter and Instagram are examples of two-way communication that are highly used. Within the study, 39.68% of the respondents indicated that Instagram was their most frequently used social media, 29.51% of the respondents indicated that Facebook was the second most frequently used social media site, and 14.29% of the respondents stated that Twitter was their third most frequently used media. With these findings, it suggests that two-way communication is still relevant. Marketers should not move way from advertising on these forums. These forums can still gain the attention of the potential fan. According to several previous studies, men and women have different motivations influencing their fan attachment sports (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Men are influenced by the emotional connection and pure enjoyment of sports. It is suggested that males are not the only gender that is influenced by emotions and enjoyment, results of this study indicate that 49% of females are influenced to watch sporting events due to their own interest in the game. Even though this study did not measure what creates this interest for the female sports fan, there is a sense of enjoyment
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         43   43   or else these individuals would not be interested in the sports. Previous studies suggest that women are influenced to become sports fans by the entertainment factor and are driven not by the sport itself but the potential to be in a social group (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). The study received a wide array of answers in regards to this concept. Twenty three percent (23%) of the individuals who responded to the survey disagreed to the idea of that the entertainment aspect of the game was the deciding factor to watching a game. Twenty nine percent (29%) agreed with the idea that entertainment is the deciding factor to watch a game. With this results indicated, marketers should not be marketing towards genders, they should marketing to the levels of sports fandom. This would allow all individuals of any gender to potentially be marketed too. It would help eliminate the gender bias surrounding sports as well. Sports as a culture is male dominated, resulting in sports media attention being given to male sports (Ridinger, & Funk, 2006). Individuals seem to be trained to prefer watching male sporting events due to this media attention. Within this study, 38.71% of females stated it was most like them to prefer watching sports and 32.26% stated it was like them to prefer watching sports. Even with this sense of male domination is sport, individuals have seen a difference within recent years and have seen females make more of s presence. The females respondents were asked if they have seen an increase in positions of power for females, and 48% of the respondents indicted they have seen a transition. Sport is moving away from being completely male dominated and marketers in to implement new ways to market to any individual who could potentially be a sports fan.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         44   44   Chapter 6 SUMMARY & CONCLUSIONS Women represent an emerging target market of the sports world and sports marketers are recognizing the potential viable target market. The problem is how to market towards these individuals on social media and how to capture the attention of the hypothetical fan. Females between the ages of 18 and 35 were the targets due needing an understanding of the female side of being a sports fan, and due to the predetermined notion that a younger generation has an understanding on social media actions. The study suggests advertising sporting events on social media allows for individuals’ to see what is going on, but actions are only taken if female is interested in the sport on a personal level. Social media allows these individuals to express how they feel to others. According to Eden et al,.(2013) and Seng & Keat (2014) when an individual speaks positively regarding a sports product or service on social media, other individuals associated with that particular will see the feedback and potentially become new consumers. Findings of this study, suggest individuals recognize that speaking positively about a product is beneficial to organizations but do not take part in the action of post about a product on social media themselves. When having a positive experience with a product or service, they were most likely not going to post on social media. Results state that social media is used to communicate with friends and keep up with news, not to advertise their experience with a product. Marketers should not depend two-way communication to receive results about a product. Two-way communication can provide the consumers with chances to interact and express needs to the organization (Williams & Chinn, 2010). Social media can provide a forum for individuals to speak to each other and create a connection through a common subject such as sports but it would not be used effectively. As
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         45   45   suggested by responses, females view and absorb information but do not speak about it on social media. This does not mean they are not speaking to individuals in person about the information. That would be a different study of whether individual are taking what they see on social media and spreading the word within their friend group face to face. With the evidence given from this study, marketers should focus on creating one-way communication social media pages to get the information about their product out. Individuals will be able to overlook the information but only take action if personally interested. A significant amount of the individuals who responded to the survey were low-level fans and were not likely to take part in two-way communication. Social media can get information out to the public but marketers cannot depend on the public to spread the word through WOM communication or two-way communication. Previous studies suggest that only men identify themselves with sports on social media to express their emotions with others, while women are attached to the group experience of sports (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012). These studies discuss the concept that women can create fan identification through social experiences and women feel sporting events are a time to bond over the moments shared. It is also suggested by Watkins (2014) that marketers should advertising an experience to a female sports fan, but the findings in this study suggest other wise. Women are influenced to watch a sporting event if it triggers their own interest. Outside sources, such as a significant other, family member or friend do not have in a tremendous impact on the decision. Individuals will not tune into an event if some kind of interest is involved. There is a notion that individuals may look into an event if another individual is speaking about it but will not take action to tune in themselves if no interest is there. Marketers should not be altering a significant amount of their marketing tactic in order to cater to the female fan of this generation.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         46   46   This topic should be looked into more in the future. The younger generation is who the marketers should be focusing on. They are the ones purchasing products and there will be a need to create relationships with them. By creating a partnership now, it will eventually turn into a long-term relationship, which is the ultimate goal as a marketer. Modifying the survey by asking about what sports interest each fan would enable the researcher to evaluate what kind of sports a high level fan is intrigued by and what a low level fan is interested by. Evidence from questions like this would suggest the patterns of the types of sports each level fan likes. With this information, marketers would be able to know who to target depending on the event being featured. The next suggestion would be to select a broader age range of participants. This will allow the researcher to see the difference between what each generation is attracted to and how to market towards them specifically. Another suggestion would be looking actions taken by different level of fans within the different age groups. Marketers would be able to market differently for each different age group as well as the different level of fan. This study is the beginning of looking into marketing towards a different gender and moving away from traditional manners of marketing. Marketing towards women is a new topic of discussion that has a significant amount of research that must be done to gain full knowledge of this new marketing group.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         47   47   BIBLIOGRAPHY Andrews, Didow, & Peacock (1998). Sports marketing: a take on the history and the future. University of Chapel Hill Data Base. Retrieved from: http://www.unc.edu/~andrewsr/ints092/weikel.html Bernache-Assollant, B., & Chantal, Y. (2009). Perception of sport fans: an exploratory investigation based on aggressive and cheating propensities. International Journal Of Sport & Exercise Psychology, 7(1), 32-45. Retrieved from EBSCO. Cooper, R., & Tang, T. (2013). Gender and predictors of multiplatform media uses: a case study of the Super Bowl. International Journal Of Sport Communication, 6(3), 348-363. Retrieved from: EBSCO. Conlin, L., McLemore, D. M., & Rush, R. A. (2014). Pinterest and female sport fans: Gaining a foothold in the male-dominated sport world. International Journal Of Sport Communication, 7(3), 357-376. Retrieved from http://dx.doi.org/10.1123/IJSC.2014-0027. Eden, K., Upright, P., & Hey, W. (2013). What women want: Marketing tactics for female sport fans and female sports teams. KAHPERD Journal, 50(2), 17-24. Retrieved from EBSCO. Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11(1), 8-19. Masayuki, Y., Gordon, B., Makoto, N., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: empirical evidence from a professional sport
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         48   48   context. Journal Of Sport Management, 28(4), 399-417. Retrieved from http://dx.doi.Org/10.1123/jsm.2013-0199 Parry, K. D., Jones, I., & Wann, D. U. (2014). An examination of sport fandom in the United Kingdom: a comparative analysis of fan behaviors, socialization processes, and team identification. Journal Of Sport Behavior, 37(3), 251-267. Retrieved from: EBSCO. Ridinger, L. & Funk, D. (2006). Looking at gender differences through the lens of sport spectators. Sport Marketing Quarterly, 15(3), 155-166. Retrieved from EBSCO. Ruihley, B., & Billings, A. (2012). Infiltrating the boys’ club: motivations for women’s fantasy sport participation. International Review for the Sociology of Sport, 48(4), 435-452. Retrieved from: DOI: 10.1177/1012690212443440. Seng, C., & Keat, L. (2014). Marketing sports products on Facebook: The effect of social influence. Physical Culture & Sport. Studies & Research, 61(1), 65-73. Retrieved from: DOI: 10.2478/pcssr-2014-0006 Shackelford, D., & Greenwell, T. (2005). Predicting women's Division I sports attendance: An analysis of institutional characteristics. Sport Marketing Quarterly, 14(3), 139-147. Statistics Canada; sport participation 2010 (4th ed.). (2013). Her Majesty the Queen in Right of Canada. Retrieved from: http://publications.gc.ca/collections/collection_2013/pc- ch/CH24-1-2012-eng.pdf. Ware, A., & Kowalski, G. S. (2012). Sex identification and the love of sports:
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         49   49   BIRGing and CORFing among sports fans. Journal Of Sport Behavior, 35(2), 223-237. Retrieved From: EBSCO. Watkins, B. A. (2014). Revisiting the social identity-brand equity model: an application to professional sports. Journal Of Sport Management, 28(4), 471-480. Retrieved from: EBSCO. Watkins, B. & Lewis, R. (2014). Winning with apps: a case study of the current branding strategies employed on professional sport teams' mobile apps. International Journal Of Sport Communication, 7(3), 399-416. Retrieved from http://dx.doi.org/10.1123/IJSC.2014-0009. Wiid, J., & Cant, M. (2012). Female spectator satisfaction and perceived service quality on university sporting grounds. Gender & Behaviour, 10(2), 4712-4731. Retrieved from: EBSCO. Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media: a conceptual model for sport marketers. International Journal Of Sport Communication, 3(4), 422-437. Retrieved from EBSCO. Xiaoyan, X., Chalip, L., & Green, B. (2014). Marketing a social experience: how celebration of subculture leads to social spending during a sport event. Sport Marketing Quarterly, 23(3), 138-147. Retrieved from EBSCO.
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         50   50   APPENDICES Appendix A: Informed Consent                            
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         51   51   Appendix B: Survey Questions      
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         52   52            
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         53   53          
MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         54   54            

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AshleyHowesFinalThesis

  • 1. Running  head:  MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA     1   Effective Social Media Marketing Strategies To Cultivate Female Sport Fans Ashley Howes Endicott College
  • 2. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         2   2   Dedication I would like to dedicate this piece to my senior thesis teacher, Dr. Kilty for her continual direction and supervision throughout the yearlong process. Without her dedication, care and this piece would not of been possible. Thank you for your continued support and believing in me. I would also like to dedicate my Senior Thesis to my family. My parents and my sister are my support system. Without their love and care, I would not know completing my senior thesis or graduating college. Thank you for all you do for me.
  • 3. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         3   3   Table of Contents Page # Abstract 4 Chapter 1: Introduction 5 Statement of Problem 6 Problem Statement 7 Definition of Terms 7 Delimitations 8 Limitations 8 Significance of the Problem 9 Chapter 2: Review of Literature 10 Cultivating Fans Through Traditional Marketing Strategies 10 Gender Differences in the Attraction to Sport 17 Creating An Interactive Experience Through Social Media for Female Fans 22 Chapter 3: Procedures 27 Sources of Data 27 Instrumentation 28 Procedures 29 Chapter 4: Results 31 Chapter 5: Discussion 40 Chapter 6: Summary & Conclusion 44 Bibliography 47 Appendices 50 Appendix A: Informed Consent 50 Appendix B: Survey Questions 51
  • 4. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         4   4   Abstract Women are becoming more of a presence in the world of sport. Sports marketers are starting to recognize that women are a viable target market. Until this point, little research has been done on marketing towards the female sports fan. This study was conducted to develop marketing social media techniques to cultivate the female sports fan. To gather an understanding of sports traditional and social media marketing techniques, an accumulation of materials was gathered from previous studies. Within the literature review, there is information regarding traditional forms of marketing to sports fans, information regarding the different influences men as well as women have to be a sports fan, and lastly, information regarding social media marketing. The study was conducted following the collection of information from previous studies. This particular study was conducted through sending an online survey to female who were on social media. The survey consisted of 27 questions, which took the respondents no more than 5 minutes to complete. The potential respondents were given the opportunity to participate for five days. The results of the study found that a significant amount of females are influenced to be sports fans due to their own interest, not an outside source. With that being said, it was found too that traditional ways of marketing could attract the female fan as well. Also it was found that social media marketing is an effective tool. The findings of this study were consistent with the information found in previous research. With these findings, sports marketers will be able to adapt to marketing sports to male fans as well as the female fans. Females are a key piece to the sports industry.
  • 5. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         5   5   Chapter 1 INTRODUCTION Women are becoming more of a presence in the world of sport. Sports marketers are starting to recognize that women are a viable target market. With time women are beginning to gain respect in the sports industry. Prior to recent years, females have not received recognition as sports fans. The MLB has a major presence on the female-driven site Pinterest and half of the NFLs fan base is made up of women. Women can no longer be forgotten in the sports marketing world. The main points of this study was to look at the effects sports have on men and women along with the traditional ways of marketing in comparison to social media marketing. The study also looked at why either gender grows an attachment to a sport or a team and investigates why an individual does not lose that connection with a product. All past tense please In previous years, studies show that the way for sports fans to gain information was either through media channels such as ESPN and advertising upcoming games for teams (Eden, Upright & Hey, 2013; Ridinger & Funk, 2006). The one problem is, sports media is male driven. For the male sports fan, it works, but for female sports fans, it provides a lack of motivation to be involved. Sports marketers need to take a closer look into how media is delivered, along with what can be done to attract women through traditional forms of marketing. Studies show that social media has made an impact on sports advertising (Williams & Chinn, 2010). Sports fans are able to communicate with their favorite teams unlike before. Social media is a quick response portal, which is beginning to be used more by sports groups. Social media marketing is a form of marketing that producers cannot control. Sports fans take over and create connections throughout the world through something they have in common. Even though this may seem like a great portal for marketing, how do women interact on social media if they
  • 6. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         6   6   are not sports fans and are not attached to a team? Sports marketers should address how social media can be used to connect women with sports along with what sites can be used towards a marketer’s benefit. Studies show that a majority of women are not as attached to sports as men are. Men are attached to the game itself and create an emotional bond (Watkins, 2014). It is a way of relaxation along with a time to take one’s mind off of other things. Men who identify themselves with sports make an effort on social media to express their emotions to others. Women are attached to the group experience (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014). These studies discuss the concept that women can create fan identification through social experiences. Women feel sports are a time to be with other individuals and bond over the moments shared. Social media allows these individuals to speak to each other and create a connection through a common subject such as sports. There needs to be a look into how sports marketers can advertise and drive individuals to identify with an experience rather than a product itself. Statement of the Problem Sports’ marketing has slowly been changing in the past few years due to the changes in technology and the adjustment of target markets. For years, the target market for sports products were men but ever since Title IX was created in 1972, women have slowly been declaring a presence the world of sport. Sports marketers have begun to shift towards not just marketing towards men, but also women. Studies show that women should be marketed towards differently than what has been done in the past with men (Parry et al., 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014; Eden et al., 2013; Ridinger & Funk, 2006). Another group of individuals will be able to be reached if marketers begin to adjust their
  • 7. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         7   7   marketing onto social media and promoting an experience. This study intends to look into the motivations behind females developing an attachment to sports. Along with a hypothesis that although men consume sports through traditional avenues such as television, social media can be employed to cultivate female sports fans through marketing tactics such as Word of Mouth, advertising role models, and promoting family environment. Problem Statement Within recent years, there has been a effort to market sports towards the female fan base but there is not defined way to market to this gender. Also there has been a shift towards marketing on social media. With that being said, the purpose of this study is to determine how effective social media can be in employ and cultivate female sport fans. Definition of Terms Fan engagement: for this study fan engagement is when individuals are given an opportunity to be involved with a team or sport Fan identification: for this study, fan identification is when an individual is attached to a team and have loyalty to them as well. Individuals’ believe they are as much a part of the team as they an actual player. High-level Fan: for this study, high-level fans are individuals who identify with a team or player and express feelings towards the subject Low-level fan: for this study, a low level fan is an individual who do not identify with a team, player or sports. Producers: For this study, producers are the individuals manufacturing tangible merchandises. Social identity: for this study, social identity is the emotional attachment one has with sports
  • 8. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         8   8   Social Media: for this study, social media includes websites such as Facebook, Twitter and Pinterest that allow individuals to be interactive with each other and communicate instantly if needed. Sports marketers: for this study, sports marketers are the individuals who are taking the tangible items and advertising them to sports fans. Sports Media: for this study, sports media is regarding sports coverage on television Delimitations The delimitations of this study include researchers choice of age range, and quantitative method of surveying. Looking at the younger generations habits and actions on social media did not allow for the researcher to gain a full grasp of how any women would act on social media. All of the questions were aimed at females between the ages of 18 to 35. Most respondents were between the ages of 18 and 22 due to the researcher posting it on their own social media accounts. If the researcher had chosen a wide age range, there would be more of a variety of answers. Quantitative method of surveying does not allow individuals to elaborate on a subject that is being asked. All questions are closed-ended questions and no opportunities for individuals to express their reasoning for their answer. Individuals may not be able to be completely honest with their answers. The survey is limited to how well the researcher clearly states questions and the responses given by the participants in the study. Limitations The limitations of this study include timeframe, and truly random sample. Given the framework this study had to be produced in, gave the researcher five days to allow individuals to respond to the survey provided. The survey opened on a Friday and closed on Tuesday. A five day timeframe does give individuals who would like to participate enough time to respond but it
  • 9. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         9   9   does not factor in the different responses that could have been produced if the timeframe was longer or on different days of the week. With the researcher being restricted to posting on selected social media accounts, the sample was not truly random. Significance of the Problem The significance of the problem is there is whole demographic that has not been addressed as well as it should be in the sports marketing world. Men are not the only individuals who are gaining an attachment with sports. Women who may not be attached to the game itself, but there could a potential to develop different forms of attachment to sports. Using social media, women can be reached and become attached. Sport marketers need to address the female population in marketing on social media. Half of the sports world is not being spoken to in the way social media marketing is done as of this point. Sports marketers can use the information found in the study to reach along with attach the female audience to sports and be able to grow the overall sports market.
  • 10. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         10   10   Chapter 2 REVIEW OF LITERATURE The following material provided by previous studies within the review of literature creates an understanding of the information needed to outline this study. The previous information within the past, it present that the current study regarding female fan cultivation through traditional forms of marketing and social media marketing was significant. Through the analysis of cultivation fans through traditional means of marketing, examining the gender difference attraction to sports, and studying the creation of social media marketing towards the female fan, it was evident that there needs to be an development of marketing towards the female fan. Cultivating Fans Through Traditional Marketing Strategies According to Andrews, Didow and Peacock (1998), the first sports advertisement was by a cigarette company in the 1870s. The company placed baseball cards inside of cigarette boxes with the intention to increase cigarette sales along with developing brand loyalty (1998). The 1870s was when traditional marketing began. Traditional marketing places information in the public, and individuals who are interested in the product make an effort find the product or service. Williams and Chinn (2010) explain that traditional marketing seeks to advance on the “loyalty ladder”. It focuses on building the relationship from organization to consumer perceptive. There are three steps to the process of the “loyalty ladder”. They are to identify the customer, then turn them into prospects, and once they are a consumer encouraging them to become a loyal consumer (Williams & Chinn, 2010). With that being said, traditional practices can still be used with the newer marketing tools such as social media marketing. Unlike traditional ways of marketing that has been done in the past, the marketers must recruit and
  • 11. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         11   11   retain consumer support in social media marketing. Social media is peer driven, and the marketers cannot completely control consumers’ behaviors. Traditional marketing advertisements and social media marketing intend to create a reasoning for individuals to become identified with a sport. Creating Fan Identification Fan identification is a key concept of brand development and is a form of social identification (Watkins, 2014). Watkins (2014) defines fan identification as “the commitment and involvement sport consumers have with the organization” (p. 473). Consumers have knowledge of being a member of a group and create an emotional connection through staying involved with the group (Watkins, 2014). When a fan identifies with a team or product, they are considered to be a high level fan. They have identified with a team and are not easily persuaded to change opinions. One example of an individual with high level fan identification is someone has been a New York Knicks fan throughout their lifetime, then moves to Chicago for work reasons, they would not be pressured into becoming a Chicago Bulls fan. They identify with the Knicks and keep up with the teams’ information. According to Cooper & Tang (2013) there are different forms of fan identification. Highly identified sports fans are more willing to invest time and money into a team and their self-esteem can be influenced through successes along with failures (Watkins, 2014). According to Watkins (2014), “it is important for teams to determine ways that they can convert casual fans to highly identified fans” (p. 478). Fan identification can be created for the low level fan through providing opportunities for group belonging with other sports fans (Watkins, 2014). Having a sense of belonging increases self-esteem (Watkins, 2014). It is especially important to provide
  • 12. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         12   12   these opportunities for the female fan. More than half of female fans are considered low-level sports fans (Ware & Kowalski, 2012). Watkins and Lewis (2014) explained, “identification with a team enhances the likelihood that a fan would use these platforms to connect with the team” (p. 413). Marketers need to make efforts to build relationships with the fans. Not all fans are highly involved. Marketers advertise to all levels of fans. For low-level fans, fan identification is achieved through the marketers providing opportunities for fan engagement. Creating Fan Engagement Fan engagement is a specific form of consumer engagement. Consumer engagement is “a consumer’s spontaneous, interactive and co-creative behavior primarily in non-transactional consumer-company exchanges to achieve his or her individual and social purposes” (Masayuki, Gordon, Makoto & Biscaia, 2014, p. 400). Consumer engagement is a key element of organizations different approaches on clarifying the development, future product growth and consumer retention (Masayuki et al., 2014). By encouraging customers to become engaged the likelihood of purchasing products increases. Marketers can help push customers into becoming engaged fans through providing opportunity outlets such as forums for consumer to consumer interaction, and taking customers’ feedback in product collaborations (Masayuki et al., 2014). With the impact engaged fans have on consumer behavior, successful marketers measure the levels of fan engagement amongst their target fan bases (Masayuki et al., 2014). Not all fans are on the same level of fandom. A fan with low levels of identification may not be able to relate fully to a high level fan. A high level fan is emotionally attached to a specific team or player and is knowledgeable regarding the topic, whereas a low level fan may consider themselves a sports fan but have not identification with a specific team or player (Cooper & Tang, 2013). Each level
  • 13. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         13   13   affects how an individual acts in regards to sports (Cooper & Tang, 2013). Marketers know the different levels of target fans; they can more accurately provide opportunities for fan engagement. Marketers learn about their clients through three consumer engagement themed behaviors. They are non-transactional behavior, transactional behavior and long-term relationships (Masayuki, et al., 2014). Non-transactional behaviors are when consumers take action to spread knowledge about a product without spending money. Non-transactional behaviors include, word-of-mouth exchanges, reaching out to the product or service for recommendations, consumer-to-consumer interactions, and blogging along with writing reviews (Masayuki et al., 2014). This results in a route for creating, building and enhancing consumer-to- firm relationships (Masayuki et al., 2014). All level of fans can participate in non-transactional behaviors. Individuals, who are unfamiliar with a product, can start to create a relationship by hearing about it through others. Individuals who have heard of the product can build upon it. The non-transactional behaviors are a process that must be taken one step at a time for success. With all individuals not being on the same level it can take time. Transactional behaviors are a trade off between the cost of a product and effect a specific product can have on an individual (Masayuki et al., 2014). Individuals create a connection with a team by physically purchasing or engaging with the product. Transactional behaviors include attending games, watching games; buying endorsements related to one’s favorite athlete, wearing teams products and attending future games (Masayuki et al., 2014). These behaviors are more likely to be taken by high-level fans. Lower level fans do not have the attachment with the sport and may not be as influenced to be involved, but it is not impossible for lower level fans to perform transactional behaviors. Along the same lines of the non-transactional behaviors,
  • 14. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         14   14   transactional behaviors are a process and the ultimate goal is to gain a long-term relationship with a product. Unlike the previous two themes, a long-term relationship is not a behavior, but more an action of maintaining. By maintaining a long-term relationship with a fan, the product or service is creating an emotional and mental attachment (Masayuki et al., 2014). Once that attachment is made, the fans are always working on building the relationship by either purchasing season tickets or becoming a booster club member (Masayuki et al., 2014). Communication, interaction and value are three main elements of building and maintaining a long-term relationship (Williams & Chinn, 2010). Communication is a basic step, but can sometimes be forgotten. There must be a consistency of reaching out to the consumer. Two-way communication can provide the consumers with chances to interact and express needs to the organization (Williams & Chinn, 2010). Interactions are central to the relationship building process (Williams & Chinn, 2010). Marketers provide an experience for the consumer, directly or indirectly. Marketers reach out to customers. The value process is constructed through continuous interactions that add significance with time (Williams & Chinn, 2010). Marketers strive to create long-term relationships with individuals. The more loyal an individual is to a product, the more likely it is for them to come back for more. Once a consumer is connected to a product, they become promoters of the product. Marketers can increase profitably through advertising products on television along with social media. Promoting Sports Through Television and Social Media Advertising Sports as a culture is male dominated, resulting in sports media attention being given to male sports (Ridinger, & Funk, 2006). Marketers advertise sports in different ways. First is
  • 15. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         15   15   highlighting a single player or team who is coming to the area (Eden et al., 2013). Individuals who have an attachment with a player or team will tune in to watch or attend the event. Parry et al. (2014) found “across all samples at least 70% of participants watched sports at least once a week via television, whereas for attending a game this figure is below 50%” (p. 264). Advertising through television can be beneficial if promoted to the correct individuals. Another way of advertising is through social media. Social media is a trend of marketing and can benefit in relationship marketing (Williams & Chinn, 2010). Williams and Chinn (2010) stated “the emergence of social media and Web 2.0 technologies has the potential to significantly affect connections with customers” (p. 423). Social media allows individuals to interact with a product along with other individuals who are interested in a product. There are social connections and a potential community being created (Parry et al., 2014). Individuals are increasing electronic media uses for indirect consumption of sport (Parry et al., 2014). Seng and Keat (2014) found that online social influences on social networking sites have an impact on an individual’s opinion of the quality of a product along with their purchasing intention. According to Seng and Keat (2014) social media marketing is a different form of marketing that individuals can use to create their own content rather than passively obtaining information. Social media is fan driven. There are two types of social influences of social media. Normative social influence is the actions taken by a person following the positive opportunities that were discovered prior (Seng & Keat, 2014). Informational social influence is when an individual accepts information from others as proof of a certain truth (Seng & Keat, 2014). When an individual experiences informational social influences they are seeing someone they know being involved with a product through social media, individuals are more willing to trust the product. There is more trust with a product if it is coming from a personal source. The personal
  • 16. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         16   16   source has experience with a product, and can share upon that knowledge. Informational social influence is more powerful than normative social influence (Seng & Keat, 2014). Marketers and consumers are receiving constant feedback from each other and problems can be solved quickly on social media (Seng & Keat, 2014). There are two types of communication through social media, two-way or one-way. Seng and Keat (2014) stated two- way communication is when “consumers are given the power to filter, choose, and exchange information with one another or with the company” (p. 66). Individuals are able to communicate with others that they would never be able to speak to before through social media sites that provide two-way communication. Examples of these sites are Facebook and Twitter. Pinterest however, is a one-way communication social media site. Individuals can post products that they like and save it for themselves for potential purchase. Conlin, McLemore, and Rush (2014) stated, ” Pinterest provides a community of female fans actively seeking out commercial items. Marketing strategies targeted specifically at females buying merchandise appear to be a ripe avenue toward increasing revenues” (p. 358). Pinterest is a site driven by individual interests and sharing it with others. Unlike Facebook and Twitter, where someone is looking to have the most followers, on Pinterest anyone can look at anything on the site. Women’s fashion is the number one looked at topic on the site, and if teams use knowledge and to their marketing advantage more female fans could be reached. Females make an impact on the sports world but still are not receiving equal exposure resulting in lack of identified female sports fans. According to Eden et al., (2013), “regardless of the increase in the number of women and girls who actively participate or once played organized sports, since media sensationalizes men’s teams and sports, it is easier to find statistics, games and reports on the local and national news” (p. 21). There has been an increase in the number of
  • 17. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         17   17   participants along with viewers but the media is not catering to the female needs. Bernache- Assollant, & Chantal (2009) depicted sports media as a "masculine and violent sport," which tends to exclude women as athletes and sport fans. With the lack of media coverage and exposure, sports marketers need to use different tactics other than the traditional strategies to engage the female fan. Shackelford and Greenwell (2005) suggest through their finding that sport marketers need to create passageways to reach the female fan. Men and women become interested in sports in different ways. Gender Differences in the Attraction to Sports According to several studies, men and women have different motivations for fan attachment sports (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Men are motivated by the emotional connection and pure enjoyment of sports. Women are motivated by the entertainment factor and are driven not by the sport itself but the potential to be in a social group. In Ware and Kowalski (2012) found that seventy one percent of the women were low-involvement fans resulting in the women being categorized as being more of a fair-weather fan in comparison to men. In comparison to men, women do not have a deep connection with sports. According to a published report in Statistics Canada (2010), in 2010 approximately one- third of men and one-sixth of women regularly participated in sports. Sports as a culture is male dominated resulting in not driving factors connecting women to sports. Men develop a relationship to sports through feeling an emotional attachment as well as purely enjoying it. Men Gain Satisfaction With Sports Through A Growth Emotional Attachment Men identify with sports. Sports are activities that individuals can keep in their lives, no matter what age they are. Although someone may not be able to play a sport all their life, they
  • 18. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         18   18   never lose that spark of wanting to be involved. Not being successful enough to make it to the professional leagues does not mean they must lose the sport forever. There are different ways to achieve that missing void. Social identity explains why individuals would rather function with others around them rather than at an individual level (Ruihley & Billings, 2012). Social identity in sports terms is when an individual is emotional connected with a team (Watkins, 2014). Sports for men, provides a boost of self-esteem and an opportunity to feel a part of a large team culture one once felt (Ware & Kowalski, 2012). Females do not experience the same type of self-esteem boost due to the lack of emotional connection in comparison to men. Females attach to the social experience rather than the pure emotional connection. Sport as a culture is male driven and brings individuals together. It allows people with the same interests to come together and bond no matter where an individual is located. Men experience a bond with other individuals who have the same interest in team or player. They are able to grow their emotional attachment to sports through the connection they made with another individual. Different individuals have different levels of emotional attachment to a team and this can be expressed in different ways. According to Ware and Kowalski (2012) male sports fans can express their emotional attachments through basking in the teams reflected glory (BIRGing) and cut off reflected failure (CORFing). An individual’s involvement with a team will determine the extent of his or her emotional reaction to a situation. Male sports fans experience highs and lows depending on the level of attachment. Ware and Kowalski (2012) define BIRGing as “an individual inclination to share in the glory of their team’s wins, creating positive associations with the team and also elevating one’s
  • 19. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         19   19   own self esteem in the process” (p. 224). In other words, a male sports fan is publicly displaying their association with a specific team to develop a positive social image and self-evaluation (Ware & Kowalski, 2012). Highly involved male fans want to celebrate their team in a positive way whenever the opportunity presents itself. Celebrating can entail wearing the teams logo, tweeting after every play, and being involved as much as possible. This allows male fans to feel like they are a part of a community and will boost self-esteem. An individual’s team is a part of them as a person. Ware and Kowalski (2012) define CORFing as “a fans disassociation with the team after a loss, enabling the fan to preserve some sense of positive self-image” (p. 224). If a team loses, fans will step away from the team and feel the need to disassociate them in order to protect their social image and self-evaluation (Ware & Kowalski, 2012). CORF fans distance themselves from team’s apparel and will use words such as “they lost” to express disassociation (Ware & Kowalski, 2012). When “die hard fans” experience a team loss, it is an emotional process. These individuals tend to feel a decrease in self-esteem resulting in difference in mood and expressions (Ware & Kowalski, 2012). CORFing is more common in the female sports fan. Due to the lack of attachment with sports, it is easier to step away from the sport and not feel any connection (Ware & Kowalski, 2012). Men’s emotional attachment to sports cannot be underestimated. Sports are a part of who some individuals are. Even if individuals do not have love for the same team, they can still bond over certain aspects of the game itself. With the emotional drive, men are promoters of sports. By expressing BIRGing actions specifically, a non-sports fan can be fascinated by wanting to be involved in a sports culture at certain levels. Men Gain Attachment to Sports Through a Sense of Enjoyment
  • 20. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         20   20   Men are motivated and attracted to sports through the pure enjoyment factor. They are using sports to pass time and experience enjoyment (Ruihley & Billings, 2012). Male sports fan are intrigued by the entertainment of sporting events, resulting in individuals tending to use sports to escape the stress of the real world. Men use sports as a time of relaxation and a chance to get excited about an event (Ridinger & Funk, 2006). Some male sports fans do not seek to be a part of a community, being a fan of a particular team results in the feeling of being a part of something bigger and boost ones self- esteem (Ware & Kowalski, 2012). With the well-established sports culture, when male sports fan do seek to create bonds with others, it is to add to the culture (Ruihley & Billings, 2012). Fantasy sports is an example of a method male sports fans use in order to satisfy the need of wanting to be more involved in a sport to potentially gain more enjoyment. Fantasy sports are an opportunity of achieving bonds (Ruihley & Billings, 2012). Fantasy sports create a direct link to an individual’s TV viewership (Ruihley & Billings, 2012). A fantasy sport allows individuals to display how much knowledge they have regarding a certain sport and potentially helps others learn. Individuals who participate in fantasy sports must know about the overall details of the sport. Unlike men, most women do not want to learn the overall details of a sport. Women develop a relationship to sports through social experiences and feeling a sense of community. Women Develop an Attachment to Sports Through Undergoing Social Experience Female fans become attached to sports through social experiences (Watkins, 2014; Ware and Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Unlike male sports fans, the general population of female fans do not get emotionally attached to the game itself, but strive to create a relationship with others about the event. According to Ridinger and Funk (2006), female fans need social interaction, whereas male fans need to
  • 21. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         21   21   identify themselves with a team. In Ware and Kowalski’s (2012) experiment, seventy-five percent of the women in the study were motivated through the social aspect of sports. Different aspects of events satisfy different individuals. The higher-level sports fans are enticed by the opportunity to watch a sporting event and the lower level sports fans are attracted to the bonding opportunities. The female sports fan uses sports as a chance to spend time with family and friends, along with sharing moments (Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012). For women, sports can be used as an avenue of connection with individuals who are at different levels of sports fandom. Women are seeking bonds with individuals to enhance romantic and family relationships (Ruihley & Billings, 2012). Female fans look for the overall personal experience with other people and no matter the location of the social experiences; it can lead to social identification (Watkins, 2014). According to Watkins (2014), “social identification with a sports team moves the sports fan from being a spectator to being an active participant whose role in the event is perceived to be tantamount to team success” (p. 472). There is a greater potential of becoming an active participating sports fan through social experiences. Within a group of individuals, not all people are going to be on the same level of sport fandom, but by being together in one environment and having a certain experience together, they can advance identification with a team (Watkins, 2014). Being together for a sporting event can bring individuals together and create an outlet for connection (Watkins, 2014). Socialization is key (Watkins, 2014). Sports provide a chance for different individuals to come together and potentially create a bond through a shared experience. Social experiences bring sports to a personal level, for a woman that creates an easier passageway of connection. A Conscious Awareness of a Community Advances Females’ Attachment to Sports
  • 22. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         22   22   Female sports fans can create a relationship with sports through a sense of community. According to Xing, Chalip & Green (2014) a sense of community has a direct effect on social involvement. Fink, Trail, & Anderson (2002) found females attend sporting events for the experience of it and being together with other individuals. Togetherness is a key to creating a potential community. Not all individuals have to be on the same level of involvement in order to be aware and involved in the community. Community is about being a part of something bigger than ones self. Being able to share and express ones feelings regarding the subject at hand. Feeling a sense of community can be achieved through different possibilities of communication, like the Internet. Fans can interact through the Internet portals and link with others over anything to do with the sport (Watkins, 2014). Individuals do not have to stop bonding with individuals about an experience once the event is over. With the Internet, female sports fans can keep communication with the group and potentially establish a stronger identity with a sport. Women strive to be involved in group entertainment and establishing an overall fun experience (Wiid & Cant, 2012). Marketers can provide women with the opportunity of being involved with a group through presenting information certain ways on social media pages. Creating An Interactive Experience Through Social Media for Female Fans Marketing sports on social media to the female fans cannot be done the same as it has been done in the past with male fans. According to Eden et al. (2013), it is important to know that there is a difference between female sports fans and male sports fans as a marketer. Marketing to a female fan must be done differently in order to grasp their attention (Eden et al., 2013). Through social media, marketers need to have awareness of the different levels of the female sports fan and be able to market to them with different tactics. Promoting Events with a Family Atmosphere and Role Models on Social Media
  • 23. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         23   23   According to Ware, & Kowalski (2012), females are more likely to report their motivation for being a sports fan as an opportunity to spend time with family and friends (p. 234). Sports provide a chance for individuals to share moments together (Bernache-Assollant, & Chantal, 2009; Cooper & Tang, 2013; Eden et al., 2013; Fink et al., 2002; Ruihley & Billings, 2012). Men are more likely to come together when there is an opportunity to relax and watch an event. While women come together to have a shared experience. In order to catch the female fans attention on social media, marketers need to promote family. Women are using sports as an opportunity to get individuals together. Promoting the idea of a team being a family can help get females involved. Families are built in communities that last forever. Females are looking to become fans to be involved and share memories with others. Another way to share memories with family is to attend games and by marketers promoting family along with adding a role model can help push them towards making a stronger connection. Eden et al. (2013) states, “positive female sport role models can emphasize supporting opportunities for women by providing a strong incentive for women’s organizations to become more involved with women’s sport teams” (p.21). It was found that women who attended women sporting events grew more of an attachment to sports (Ridinger, & Funk, 2006). Women feel a sense of accomplishment when their team or player wins and feel a need to add effort to boosting attendance at these events (Ridinger, & Funk 2006). It is a reflection of their pride (Ridinger, & Funk, 2006). It allows them to be apart of something greater than oneself. It is an “us vs. them” mindset (Ruihley & Billings, 2012). Women’s sporting events provide a chance for individuals to see role models at family socialization experiences while supporting women’s accomplishments and delivers an opportunity for new fans to develop (Ridinger & Funk, 2006). Other than those factors, the biggest motivation for specifically female fans to attend a game is to
  • 24. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         24   24   support women’s sports as a whole. Women are supporting each other to help promote equal rights (Ridinger & Funk, 2006). Women sports have a lack of media coverage and women want to be in attendance to support their genders dreams even if the media is not going to do so. Eden et al., (2013) states, “coverage of women’s sports by the media often trivializes and minimizes the accomplishments of female athletes” resulting in encourage females to attend sporting events through word of mouth communication on social media (p. 22). Creating Word of Mouth (WOM) Communication on Social Media Pages Word of Mouth (WOM) is producing a buzz about an event, an item, a team or a player (Eden et al., 2013). Females in their teenage years use WOM techniques. Teenage girls rely heavily on whom their friends are and media in order to communicate with each other to feel a sense of belonging, resulting in a boost of self-esteem (Eden et al., 2013). Female sports fans boost of their self-esteem through a sense of community along with taking in a social experience. Sports provide individuals with a community. Whether it is people who like the same team, the same player or experience the same event, a set community is made. Unlike teenage girls there is no standard that an individual is held at in order to be accepted. All levels of sports fans can be involved and can feel a lift of confidence. Marketers can provide through social media a potential of community and social experience by creating positive WOM surrounding their product or service. With technology the way it is now, social media is a main method of communication and word is spread from one person to another by posting information for others to see. Positive WOM from a devoted fan is key. Using WOM as strategies allows any level of a fan to be involved in due to the nature of social media being fan driven. Devoted fans already have an attachment with sports and are looking to strength the relationship (Eden et al., 2013). Social
  • 25. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         25   25   media allows these individuals to express how they feel to others. When individuals begin to speak positively regarding the sports product or service, other individuals see the feedback and potentially become new consumers (Eden et al., 2013; Seng & Keat, 2014). Pinterest is a social media site that produces positive WOM about products. Pinterest is a one-way communication site and is female driven. It is a way to express a person’s interests and sharing it with others. Unlike Facebook and Twitter, where someone is looking to have the most followings, on Pinterest anyone can look at anything on the site. If someone speak positively about a product and reposts it with a comment, other individuals will want to look into that product as well. If sports marketers promote their products, devoted fans will repost the information and be able to reach a new group of non-sports fans. The consumer is in full control of feedback through social media. Female fans are able to support each other in the sports world. Social media is an avenue of bringing all levels of the female fan together. The word about uprising stars, role models or family events can be found through social media sites. Individuals are able to bond with one another throughout the world through social networking. Summary Marketing has to start adjusting to reach a wider audience. The way marketing has been done in the past years is not as effective anymore. This study looked into traditional marketing adjustments in order to reach the male audience as well as the female audience. Also this study looked into the new marketing techniques that relates to the adjustments of technology. This study took a specific look into social media sites. Next the following study looked into the effects sports have on men and comparison to women and how these effects can be advertised to
  • 26. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         26   26   an audience. Lastly, the purpose of the following study was to look into the different marketing techniques that can be used on social media to get the female population involved.
  • 27. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         27   27   Chapter 3 PROCEDURES With the growing number of women following professional sports as fans it is important to target the female demographic in social media marketing. It is estimated that more than 50 million women avidly follow professional sports (Eden et al., 2013). This number excludes intercollegiate sports fans. Male sports fans are not the only fans, and there is not only one way to market sports towards individuals. Marketers need to adapt by advertising products through social media channels to the different level of female sports fans. The purpose of the study is to determine how effective social media can be in employ and cultivate female sport fans. Source of Data Previous research has looked into how to market towards men but there has been little research done on the effective ways of marketing towards females. The participants for this study were females’ ages eighteen to thirty five who use the Facebook and LinkedIn social media accounts. The purpose of the study was to look into this specific age range actions on social media. These individuals are within the next generation and having grown up with technology. The researcher chose a wide range of ages so the results will reflect the two different stages of life and how they are using social media. Age eighteen was chosen because this group is believed to be the group to be using social media the most within this age range (Eden, Upwright & Hey, 2013). Previous studies state there needs to be a specific look at the younger generations due to their different perspective of social media usage (Eden, Upwright & Hey, 2013). Eighteen-year-old women are seeking out information that they can use to bond with other individuals to create stronger relationships; where as thirty-five year old women are looking for opportunities to spend time with family and friends at social events (Eden, Upwright & Hey,
  • 28. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         28   28   2013). Overall, the survey was distributed through 5 emails, 2 Facebook groups, 1 personal Facebook account, 1 personal LinkedIn account, and 1 LinkedIn group. As a result, 73 females responded, with 63 completing the survey. Instrumentation A quantitative study was the platform for determining how effective social media can be in employ and cultivate female sport fan. The data collection was from women between the ages of 18 and 35 who use social media and were asked to complete an online survey. Within the survey there were a variety of close-ended questions, including check all that apply, ranking from greatest to least, and multiple choice. There were four different areas of questions the respondents were asked. First to respondents were asked to respond in regards to identifying the influences of being a sports fan, second to gain perspective of women in the sports industry and lastly social media use in regards to advertising. The survey was distributed on two social media sites; Facebook and LinkedIn. The data was collected during a five-day period from March 27 to March 31 2015. Reminder postings were provided on the 28th , 29th and 30th . While previous research studies provided the framework for this study, descriptive quantitative analysis was used to assess traditional versus social media marketing strategies. The survey will consist of 27 questions that will take no longer than 5 minutes. Procedures The researcher conducted a survey in order to ensure the data collected is opinion based. The researcher chose to use surveys to collect information because it has a high return rate, low cost and also will exclude individuals who are not on social media sites. The procedure of creating the survey started with the researcher developing all questions and response that had
  • 29. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         29   29   clarity and validity. Once the researcher made a concrete example, an advisor looked over the potential survey to ensure transparency and legitimacy. Once approval, the researcher used an online forum Survey Monkey to publish the survey. Survey Monkey forum allows individuals to easily access survey questions with Internet access. Once the survey was uploaded onto Survey Monkey, the researcher sent the survey through an email to themself as well as their advisor to make sure the survey was working correctly. Once tested, the survey was posted on two social media site in multiple forums. First, a personal Facebook status, posted on the Women in Sports non-profit and Women Sports Foundation Facebook pages. Second, a personal LinkedIn page, and tagged three women in sport organization that have LinkedIn pages; Women in Sport, A Showcase Page by Women in Sports and Event Inc., and Women Sports Trust. These social media sites were intentionally chosen to reach different level of female sports fan within this age group and be able to grasp different levels of fans opinions on the subject. The survey was distributed again within 24 hours, then once again after another 24 hours in order to provide a reminder. Once the researcher collected a considerable amount of data from the survey within the five day time period, the researcher began to look for patterns within the findings and analyze the collected data. Treatment of data Once data collection came to a conclusion, a statistical analysis followed. The survey was broken down into three parts that the researcher wanted to uncover. The researcher created an analysis for the questions regarding identifying influences of being a sports fan, questions regarding perspective of women in the sports industry, and lastly, questions regarding social media use in relation to advertising. Survey Monkey provided graphs and percentages analysis for each question. Also it filtered through the surveys that were completed versus surveys that
  • 30. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         30   30   were not completed. The researcher used the detailed analysis of each question and compared the answers the respondents provided. By specifying the percentage of each response, and examining the data on the charts and tables, the results were evident and effectiveness of social media in cultivating female sport fan was determined.
  • 31. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         31   31   Chapter 4 RESULTS The study was completed in order to examine the perspectives of the female sports fan, and their use of social media. The survey was developed on Survey Monkey, and the survey became available through posting invitations to participate through the social media websites, Facebook, and LinkedIn. Every 24 hours, a reminder was sent out on social media regarding the invitation to the survey. The survey was available for potential participants five full days. When the data collection procedure was completed, each question was evaluated based on the percentage of responses. Only the fully completed surveys were included and recorded for data analysis. The questions of this survey were pinpointing three main concepts. First, to identify the influences of being a sports fan, second, to gain perspective of women in the sports industry, and lastly, social media use in regards to advertising. An analysis was done on each individual question within these three main concepts. The first page of the survey offered a digital consent form for participants, and gave individuals the ability to be able to agree to move on with the survey or disagree. Participants were not allowed to proceed to the next section until the respondents agreed to the consent form. The study was conducted on females between the ages of 18, and 35 who are actively using social media. Once moving on from the consent portion of the survey, the participants were asked if they were older than 18 years old. If they were, they could continue on, if not they were asked to exit the survey. One participant did not continue on due to the age restriction. The survey had a total of 63 completed responses. The survey had an 86% success rate. Of the 63 respondents, the majority were between the ages of 18 and 22 (77.42%), 12.9% were from 23 to
  • 32. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         32   32   27 years old, 3.23% were from 28-32 years old, , and 6.45% were from 33 to 35 years old. Of the participants surveyed, 95.08 % of the individuals were single, 3.28% were married, and 1.64% were divorced. When the respondents were asked what type of sports fan they were, 64% identified themselves as a low-level sports fan, and 35% identified themselves as a high-level sports fan. Only one individual identified herself not a sports fan (1%). This resulted in a majority of individuals being involved in either youth or high school sports. When respondents were given a choice of what sports levels they competed in, they were given four choices; youth, high school, collegiate, and professional. Out of 59 individuals who decided to respond, 54 females participated in youth sport, and 56 participated in high school sports. 22 females participated at the collegiate level, and 1 female played professionally. In pairing with the level of sport competition the respondents had participated in, respondents were asked if sports affected their day-to-day life. The researcher included a series of questions in order to grasp an understanding of the influence sports have on the respondents’ daily routines. 27.42% of the respondents stated that sports only somewhat do affect their day-to- day life. 24.19% of the respondents stated that they were neutral on the concept, along with 24.19% stating that sports do affect their day-to-day life. 9.68% of the respondents stated that sports do not usually effect their day to day life, and lastly, 14.52% of the respondents stated that sports do not effect their day to day life is most like them. When participants asked to indicate if the sports only impact their life when a big sporting event is being televised such as the Super Bowl or March Madness, they were able to suggest if this was least like them, somewhat like them, like them, most like them or neutral. 28.57% of respondents indicated that it is somewhat like them to have big sporting events only impacts them. 25.40% of respondents indicated that it
  • 33. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         33   33   is least like them to be only impacted by big sporting events. 23.81% stated that it was like them to have a big sporting event impact their life. 12.70% were neutral on the subject, and lastly, 9.52% stated it is most like them that big sporting events affects their life. This question was implemented in order to discover if individuals are only impacted by big sporting events or if they are more avid watchers of sporting events. Once again, it seems fitting with individuals a significant amount of response correlating with a low-level sports fan that respondents would only be affected by big time sporting event. Going along with finding out the impact sports have on an individual’s day to day life, respondents were asked if checking scores, and watching events if they had time was least like them, somewhat like them, like them, most like them or they were neutral on the subject. 35.48% of respondents indicated that it was like them to check scores or watch sporting event if they had time, while 25.81% stated that it was least like them to check scores or watch sporting event if they had time. 17.74% stated that it was somewhat like them to watch sports, and check scores if they had the opportunity too. 11.29% of participants indicated that it was most like them to check scores, and watch sporting events if they were able to, and lastly, 9.69% were neutral on the subject. The researcher gained an understanding of the level of fandom, and how often actions are taken in free time to be involved with sports. Previous research suggests that female sports fans driven to become apart of the event if there is an entertainment aspect of the game, and there is not attachment to the game itself (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012; Watkins, 2014). With that intention in mind, the next series of questions were aimed to back up information found in those studies about the entertainment factor as well as what outside factors creates interest for a female fan. Respondents were asked if they strongly agree, agree, disagree,
  • 34. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         34   34   strongly disagree or were neutral that the entertainment aspect of the game is the deciding factor as to whether or not the participate watches a game. 35.48% of respondents indicated that they were neutral on this subject. 29.03% of the respondents agreed that the entertainment aspect is the deciding factor of whether or not they watch a sporting event. 22.58% disagreed with this statement, and do not believe the entertainment factor is the deciding factor to whether or not to watch a sporting event. 9.68% of individuals strongly agree, and 3.23% strongly disagree with this statement. Results suggest that the entertainment factor of sports was the reasoning for watching an event for some but others disagree. In order to understand who was influencing the individuals to watch sporting event, the participants were asked a series of four questions. When the respondents were asked if they were influenced to watch a sporting event by a significant other, 30.16% were neutral on the subject. 23.81% of the individuals stated this was like them to be influenced by a significant other. 22.22% of participated indicated that it was least like them to be influenced by a significant other to watch a sporting event. 17.46% of respondents relied stating that it was somewhat like them to be influenced by a significant other, and 6.35% of individuals said it was most like them to be swayed by a significant other. When the respondents were asked if they were influenced to watch sporting events by family members, 30.16% indicated this action was like them. 28.57% of individuals indicated that the family influence is somewhat like them, and 17.46% were neutral on the subject. 12.70% of individuals stated that it was least like them to be influenced by family members, and lastly, 11.11% of individual indicated it was like them to be influenced by a family member to watch a sporting event. When the respondents were asked if they were influenced to watch sporting event by friends (Figure 2), 33.33% indicated that this action was like them. 25.40% stated that it was somewhat like them to be influenced by friends to watch a
  • 35. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         35   35   sporting event, while 15.87% were neutral on the subject. 14.29% of individuals stated that it was least like them to be influenced by friends, and 11.11% indicated it was most like them to be influenced to watch sporting events by friends. Respondents were asked if they strongly agree, agree, disagree, strongly disagree or were neutral that they only watch professional sporting events that they are interested in. 47.62% of respondents agreed that they only take action to watch professional sporting events that they are interested in, and 31.75% of the individuals strongly agree that they only watch professional sporting events they are interested in. While, 4.76% of individuals disagreed that they do not only watch professional sporting events that interest them, and 1.59% stated that they strongly disagree. 14.29% were neutral on the subject. The results indicate that a majority of individuals are only interested in watching a sporting event if it has any interest for them. This was a significant finding because the previous information indicate that individuals are influenced by an outside source to watch sporting events, but these respondents are more opt to watch an event if its interesting to them. In conjunction with the responses, respondents were asked if personal interest was an influence to watch sports. When the respondents were asked if they were influenced to watch sporting events by their own person interest, 49.21% of individuals indicated that this action was like them, and 20.63% indicated this action was most like them. 14.29% of individuals were neutral on the subject. As for least like me, and somewhat like me, both indicated 7.94% were not influenced on their own to watch sporting events. In relation to the previous information, an overwhelming amount of respondents indicate that they are influenced to watch sporting event due to their personal interest.
  • 36. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         36   36   Within the next section of the subject were implemented in order to gain a perspective females have on the sport industry, and the standpoint on females within the sports industry. When the respondents were asked if they prefer watching men’s sporting, 38.71% of individuals indicated that this was most like them, and 32.26% indicated that it was like them to prefer watching men’s sports. 3.23% of individuals indicated it was least like them to prefer watching male sports, and 1.61% of individuals said it was somewhat like them to prefer watching men’ sports. 24.29% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe women are a respected part of the sports industry, 30.16% of individuals disagreed with that statement, and 23.81% indicated that they agree that women are respected in the sports industry. 12.70% of individuals indicated that they strongly disagree with this statement, and 6.35% of individuals strongly agree with the statement of respect. 26.98% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe there has been an increase of women in positions of power within the sport industry, 47.62% of individuals agreed, and 19.05% indicated that they disagreed. 1.59% of individuals indicated that they strongly disagree that there has been an increase of position of power for women, and 6.35% of individuals strongly agree with the statement of respect. 25.40% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they believe there has been an increase in marketing sports directly to women in the past five years, 45.16% of individuals agreed, and 17.74% indicated that they do not see an increase in marketing towards women in the past five years resulting in them disagreeing with the statement. 0% of individuals indicated that they strongly disagree with this statement, and 8.06% of individuals strongly agree that they have seen an
  • 37. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         37   37   increase in marketing towards females. 29.03% of individuals who responded stated they were neutral on the subject. The next section of questions were in regards to social media, and the actions females take on social media. When responds were asked to place which social media sites they use from most frequently to least frequently, 39.68% stated that Instagram was their most used social media. 29.51% of respondents stated that Facebook was their second most frequent used social media. 14.29% of respondents states that Twitter was their third most used social media. 12.70% stated that Tumblr was their fourth most frequently used, and lastly 4.76%% stated that Pinterest is their least used social media. The researcher wanted to gain a perspective of what social media is used most frequently in comparison to what is used not as frequently. In order to understand why individuals these social media sites, information were implemented to gain insight. When the respondents were asked if they use social media to communicate with friends, 46.77% of individuals indicated that this was like them, and 35.48% indicated that it was most like them to use social media to communicate with friends. 0% of individuals indicated it was least like them to use social media for communication, and 14.52% of individuals said it was somewhat like them to use social media as a communication tool. 3.23% of individuals who responded stated they were neutral on the subject. When the respondents were asked if they use social media to keep on current event, 53.23% of individuals indicated that this was like them, and 25.81% indicated that it was most like them to follow social media to keep up with news. 0% of individuals indicated it was least like them to keep up with news on social media, and 14.52% of individuals said it was somewhat like them. 6.45% of individuals who responded stated they were neutral on the subject.
  • 38. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         38   38   Within this grouping of questions, there needed to be an understanding the actions individuals take on social media sites. When the respondents were asked if they post information on social media to share a personal experience with others, 41.94% of individuals indicated that this was like them, and 19.35% indicated that it was most like them to post personal experiences on social media. 11.29% of individuals indicated it was least like them to share personal experiences on social media, and 16.13% of individuals said it was somewhat like them. 11.29% of individuals who responded stated they were neutral on the subject. In order to comprehend advertising actions on social media, the respondents were asked if they post on social media to share personal experiences with a product they have purchased, 46.77% indicated that this action was least like them. 22.58% of respondents were neutral on the subject, and 17.74% of individuals stated posting on social media about a personal experience with a product were somewhat like them. 9.68% responded saying that this action was like them and 3.23% indicated it was most like them. Results indicate that individuals do to action to post information for others to communicate with others but a significant amount of individuals do not post information about a product that have posted. According to previous studies, social media advertising is a new form of marketing (Parry et al., 2014, Seng & Keat, 2014, Williams & Chinn, 2010). Respondents were asked three question is regards to their impression of social media marketing and advertising. When the respondents were asked if they believe posting personal experiences on social media about a product is advertising, 47.56% of individuals agreed, and 9.84 % indicated that they do not believe posting personal experiences about a product on social media is advertising, resulting in disagreeing with the statement. 3.28% of individuals indicated that they strongly disagree with this statement, and 8.20% of individuals strongly agree that personal experiences on social media
  • 39. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         39   39   is advertising. 31.15% of individuals who responded stated they were neutral on the subject. Along the same lines, when the respondents were asked if they believe posting about a product on social media is a type of advertising for vendors, 50.82% agreed and 22.95% strongly agreed with the statement as well. 1.64% of respondents disagreed as well as 1.64% strongly disagreed. 22.95% of the respondents were neutral on the subject. When the respondents were asked if they see advertising on social media as an effective marketing strategy for organizations, 52.46% agreed and 36.07% strongly agreed with the statement as well. 1.64% of respondents disagreed with the statement while 0% of individual indicated that they strongly disagreed. 9.84% of the respondents were neutral on the subject. The results from these three previous questions indicated there is a correlation between previous findings that social media is a tool for marketing. In order to gain a perspective of actions individual take when seeing advertisements on social media, the respondents were asked if they purchase products they have seen advertised on social media, 28.33% of individuals indicated this action was like them and 5.00% stated this was most like them. 26.67% of individuals were neutral on the subject. 20.00% of respondents stated it was least like them as well as 20.00% stated it was somewhat like them to purchase product they see advertised on social media. Data analysis occurred based on females between the ages of 18 and 35 who were using social media.
  • 40. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         40   40   Chapter 5 DISCUSSION According to William and Chinn (2010), the traditional ways of marketing, organizations seek to advance in building relationships with the consumer. In order to do so, organizations must identify to consumers, turn them into prospects, once engaged develop them into a loyal fan (William & Chinn, 2010). Successful marketers measure the levels of fan engagement amongst their target fan bases (Masayuki et al., 2014). Different levels of sports fans experience sports differently and must be engaged differently. Within this study, 35% respondents indicated they were high-level sports fans. This is the group marketers need to target to create a stronger long- term relationship with. Communication, interaction and value are the three keys elements to building as well as maintaining a long-term relationship (Masayuki et al., 2014). The product or service needs to be creating an emotional and mental attachment (Masayuki et al., 2014). Marketers’ ultimate goal is to create a long-term relationship with consumers. The study results show that there is a stillroom for traditional marketing skills within the sport industry. Long-term relationships are key to those individuals who are highly involved fans. The previous studies show that a new type of marketing is being implemented within the sports industry. As discussed by William and Chinn (2010), it is evident that social media is a new trend of marketing that allows individuals to gain information about a product and potentially create a relationship. As stated by Parry et al. (2014), social media allows for individuals to indirectly consume information on advertisements particular to sport. The results indicate that about 50% of the female respondents agreed that posts on social media can be recognize as an advertising tool for marketers but also recognize there was a spread reaction to whether individuals take actions to purchase products they see on social media. Results state that some individual are
  • 41. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         41   41   taking actions when seeing advertisements and purchasing products. 28.33% of individuals who responded to the survey indicated it was like take action when seeing a product they like on social media and purchase the products. This number may only represent a small number of individuals but it shows that this action is taking place. In order to cater to individuals whom are taking action and purchasing products seen on social media, as well as the individuals who indirectly consumer information, marketers should implement one-way communication forms on social media. One-way communication forms allows for individuals to be able to overlook the information but only take action if personally interested. Sixty four percent (64%) of the females who responded to the survey were low-level fans and William & Chinn (2010) suggest that low- level sports fans are not likely to take part in two-way communication. Social media is a place to get information out to the public. As stated previously, an example of a one-way communication form is Pinterest. Pinterest provide a form for female fans to actively search out commercial items as well as provide a community within the Internet (Conlin, McLemore, and Rush 2014). This type of site allows for individuals to be able to take action to learn more if one would like and also provide information for those who do not want to take action in that specific point in time. Pinterest is driven by an individual’s interest. As seen in the results of this study, about 50% of the respondents were only watch sports they are personally interested in. Marketers should recognize that both female sports fans are influenced by their own personal interest and a site with one-way communication is interest driven. Marketers should seek to implement the advertisement of products sites such as Pinterest, while also implementing two-way communication sites.
  • 42. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         42   42   Seng & Keat (2014) as well as William & Chinn (2010) studies suggest implementing forms on social media in order to cater to two-way communication. Two-way communication can provide the consumers with chances to interact and express needs to the organization and these interactions are central to the relationship building process (Williams & Chinn, 2010). The consumer is given the power to filter, choose and exchange information with social media friends or with the organizations (Seng & Keat, 2014). Forty seven percent (47%) of the respondents indicated that they use social media to communicate with their friends. This type of communication is two-way. The individuals are interacting with each other to share stories as well as information. This result creates evidence that two-way communication is happening on social media. Facebook, Twitter and Instagram are examples of two-way communication that are highly used. Within the study, 39.68% of the respondents indicated that Instagram was their most frequently used social media, 29.51% of the respondents indicated that Facebook was the second most frequently used social media site, and 14.29% of the respondents stated that Twitter was their third most frequently used media. With these findings, it suggests that two-way communication is still relevant. Marketers should not move way from advertising on these forums. These forums can still gain the attention of the potential fan. According to several previous studies, men and women have different motivations influencing their fan attachment sports (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). Men are influenced by the emotional connection and pure enjoyment of sports. It is suggested that males are not the only gender that is influenced by emotions and enjoyment, results of this study indicate that 49% of females are influenced to watch sporting events due to their own interest in the game. Even though this study did not measure what creates this interest for the female sports fan, there is a sense of enjoyment
  • 43. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         43   43   or else these individuals would not be interested in the sports. Previous studies suggest that women are influenced to become sports fans by the entertainment factor and are driven not by the sport itself but the potential to be in a social group (Watkins, 2014; Ware & Kowalski, 2012; Ruihley & Billings, 2012; Ridinger & Funk, 2006; Eden et al., 2013). The study received a wide array of answers in regards to this concept. Twenty three percent (23%) of the individuals who responded to the survey disagreed to the idea of that the entertainment aspect of the game was the deciding factor to watching a game. Twenty nine percent (29%) agreed with the idea that entertainment is the deciding factor to watch a game. With this results indicated, marketers should not be marketing towards genders, they should marketing to the levels of sports fandom. This would allow all individuals of any gender to potentially be marketed too. It would help eliminate the gender bias surrounding sports as well. Sports as a culture is male dominated, resulting in sports media attention being given to male sports (Ridinger, & Funk, 2006). Individuals seem to be trained to prefer watching male sporting events due to this media attention. Within this study, 38.71% of females stated it was most like them to prefer watching sports and 32.26% stated it was like them to prefer watching sports. Even with this sense of male domination is sport, individuals have seen a difference within recent years and have seen females make more of s presence. The females respondents were asked if they have seen an increase in positions of power for females, and 48% of the respondents indicted they have seen a transition. Sport is moving away from being completely male dominated and marketers in to implement new ways to market to any individual who could potentially be a sports fan.
  • 44. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         44   44   Chapter 6 SUMMARY & CONCLUSIONS Women represent an emerging target market of the sports world and sports marketers are recognizing the potential viable target market. The problem is how to market towards these individuals on social media and how to capture the attention of the hypothetical fan. Females between the ages of 18 and 35 were the targets due needing an understanding of the female side of being a sports fan, and due to the predetermined notion that a younger generation has an understanding on social media actions. The study suggests advertising sporting events on social media allows for individuals’ to see what is going on, but actions are only taken if female is interested in the sport on a personal level. Social media allows these individuals to express how they feel to others. According to Eden et al,.(2013) and Seng & Keat (2014) when an individual speaks positively regarding a sports product or service on social media, other individuals associated with that particular will see the feedback and potentially become new consumers. Findings of this study, suggest individuals recognize that speaking positively about a product is beneficial to organizations but do not take part in the action of post about a product on social media themselves. When having a positive experience with a product or service, they were most likely not going to post on social media. Results state that social media is used to communicate with friends and keep up with news, not to advertise their experience with a product. Marketers should not depend two-way communication to receive results about a product. Two-way communication can provide the consumers with chances to interact and express needs to the organization (Williams & Chinn, 2010). Social media can provide a forum for individuals to speak to each other and create a connection through a common subject such as sports but it would not be used effectively. As
  • 45. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         45   45   suggested by responses, females view and absorb information but do not speak about it on social media. This does not mean they are not speaking to individuals in person about the information. That would be a different study of whether individual are taking what they see on social media and spreading the word within their friend group face to face. With the evidence given from this study, marketers should focus on creating one-way communication social media pages to get the information about their product out. Individuals will be able to overlook the information but only take action if personally interested. A significant amount of the individuals who responded to the survey were low-level fans and were not likely to take part in two-way communication. Social media can get information out to the public but marketers cannot depend on the public to spread the word through WOM communication or two-way communication. Previous studies suggest that only men identify themselves with sports on social media to express their emotions with others, while women are attached to the group experience of sports (Parry, Jones, & Wann, 2014; Bernache-Assollant, & Chantal, 2009; Ware & Kowalski, 2012). These studies discuss the concept that women can create fan identification through social experiences and women feel sporting events are a time to bond over the moments shared. It is also suggested by Watkins (2014) that marketers should advertising an experience to a female sports fan, but the findings in this study suggest other wise. Women are influenced to watch a sporting event if it triggers their own interest. Outside sources, such as a significant other, family member or friend do not have in a tremendous impact on the decision. Individuals will not tune into an event if some kind of interest is involved. There is a notion that individuals may look into an event if another individual is speaking about it but will not take action to tune in themselves if no interest is there. Marketers should not be altering a significant amount of their marketing tactic in order to cater to the female fan of this generation.
  • 46. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         46   46   This topic should be looked into more in the future. The younger generation is who the marketers should be focusing on. They are the ones purchasing products and there will be a need to create relationships with them. By creating a partnership now, it will eventually turn into a long-term relationship, which is the ultimate goal as a marketer. Modifying the survey by asking about what sports interest each fan would enable the researcher to evaluate what kind of sports a high level fan is intrigued by and what a low level fan is interested by. Evidence from questions like this would suggest the patterns of the types of sports each level fan likes. With this information, marketers would be able to know who to target depending on the event being featured. The next suggestion would be to select a broader age range of participants. This will allow the researcher to see the difference between what each generation is attracted to and how to market towards them specifically. Another suggestion would be looking actions taken by different level of fans within the different age groups. Marketers would be able to market differently for each different age group as well as the different level of fan. This study is the beginning of looking into marketing towards a different gender and moving away from traditional manners of marketing. Marketing towards women is a new topic of discussion that has a significant amount of research that must be done to gain full knowledge of this new marketing group.
  • 47. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         47   47   BIBLIOGRAPHY Andrews, Didow, & Peacock (1998). Sports marketing: a take on the history and the future. University of Chapel Hill Data Base. Retrieved from: http://www.unc.edu/~andrewsr/ints092/weikel.html Bernache-Assollant, B., & Chantal, Y. (2009). Perception of sport fans: an exploratory investigation based on aggressive and cheating propensities. International Journal Of Sport & Exercise Psychology, 7(1), 32-45. Retrieved from EBSCO. Cooper, R., & Tang, T. (2013). Gender and predictors of multiplatform media uses: a case study of the Super Bowl. International Journal Of Sport Communication, 6(3), 348-363. Retrieved from: EBSCO. Conlin, L., McLemore, D. M., & Rush, R. A. (2014). Pinterest and female sport fans: Gaining a foothold in the male-dominated sport world. International Journal Of Sport Communication, 7(3), 357-376. Retrieved from http://dx.doi.org/10.1123/IJSC.2014-0027. Eden, K., Upright, P., & Hey, W. (2013). What women want: Marketing tactics for female sport fans and female sports teams. KAHPERD Journal, 50(2), 17-24. Retrieved from EBSCO. Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11(1), 8-19. Masayuki, Y., Gordon, B., Makoto, N., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: empirical evidence from a professional sport
  • 48. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         48   48   context. Journal Of Sport Management, 28(4), 399-417. Retrieved from http://dx.doi.Org/10.1123/jsm.2013-0199 Parry, K. D., Jones, I., & Wann, D. U. (2014). An examination of sport fandom in the United Kingdom: a comparative analysis of fan behaviors, socialization processes, and team identification. Journal Of Sport Behavior, 37(3), 251-267. Retrieved from: EBSCO. Ridinger, L. & Funk, D. (2006). Looking at gender differences through the lens of sport spectators. Sport Marketing Quarterly, 15(3), 155-166. Retrieved from EBSCO. Ruihley, B., & Billings, A. (2012). Infiltrating the boys’ club: motivations for women’s fantasy sport participation. International Review for the Sociology of Sport, 48(4), 435-452. Retrieved from: DOI: 10.1177/1012690212443440. Seng, C., & Keat, L. (2014). Marketing sports products on Facebook: The effect of social influence. Physical Culture & Sport. Studies & Research, 61(1), 65-73. Retrieved from: DOI: 10.2478/pcssr-2014-0006 Shackelford, D., & Greenwell, T. (2005). Predicting women's Division I sports attendance: An analysis of institutional characteristics. Sport Marketing Quarterly, 14(3), 139-147. Statistics Canada; sport participation 2010 (4th ed.). (2013). Her Majesty the Queen in Right of Canada. Retrieved from: http://publications.gc.ca/collections/collection_2013/pc- ch/CH24-1-2012-eng.pdf. Ware, A., & Kowalski, G. S. (2012). Sex identification and the love of sports:
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  • 50. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         50   50   APPENDICES Appendix A: Informed Consent                            
  • 51. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         51   51   Appendix B: Survey Questions      
  • 52. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         52   52            
  • 53. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         53   53          
  • 54. MARKETING  TO  THE  FEMALE  FAN  THROUGH  SOCIAL  MEDIA         54   54