The document discusses how sports fandom and team identification can impact psychological well-being and social connections. It presents research showing that fans who highly identify with a team experience more negative attitudes towards rival teams and fans after their team loses an important championship game against that rival. The study discussed in the document found that participants who highly identified with their team perceived rival fans as less fair and good after a loss compared to a win.
Thesis: Marketing to Female Sports Fans Bessie Chu
Thesis I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
Condensed presentation in slides about my thesis on Marketing to Female Sports Fans which I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
Thesis: Marketing to Female Sports Fans Bessie Chu
Thesis I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
Condensed presentation in slides about my thesis on Marketing to Female Sports Fans which I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
How to Attract and Recruit More Minority Coaches into NCAA Div. 1 Head Coachi...evanska
How to Attract and Recruit More Minority Coaches into NCAA Div. 1 Head Coaching Positions
Krystle Evans
Fresno Pacific University
Kin. 777A
Dr. Jim Ave
July 12, 2015
Rivalry in Major League Soccer: Antecedents to rival fan discriminationJoe Cobbs
We surveyed over 400 fans in MLS, representing each team. The rivalry survey data is available at www.KnowRivalry.com. Regarding their favorite team, each respondent was asked about the importance of 11 elements of rivalry, according to Tyler and Cobbs, 2015. Statistical tests reveal that fans are significantly more discriminatory toward rival fans on four measures of animosity when either the antecedent of cultural difference or unfairness is important to the rivalry, compared to fans of rivalries where theses two antecedents were unimportant or neutral. Yet, this same pattern did not repeat itself for the other 9 antecedents of rivalry.
A advertising strategy presentation for March Madness for class of advertising strategy with professor Mrs. Key Fowler at University of Miami 2008. How to gather more people to cheer for their teams together with slogan Be rival be friends..creative advertising solutions with my classmates at UM.
Social Media for Sporting OrganisationsLeanne Ross
A 40 minute presentation to the member groups of Sport Otago's Forum New Zealand, June 2017 on maximising social media for member growth and community engagement.
DO NOT view this document if you think you know what your fans care about most - (especially if you think that winning is at the top of their list).
As fans cut back on spending, professional sports teams need to capture more of their share of local entertainment dollars. A new major league innovation provides the most actionable blueprint for competitive advantage available today.
How to Attract and Recruit More Minority Coaches into NCAA Div. 1 Head Coachi...evanska
How to Attract and Recruit More Minority Coaches into NCAA Div. 1 Head Coaching Positions
Krystle Evans
Fresno Pacific University
Kin. 777A
Dr. Jim Ave
July 12, 2015
Rivalry in Major League Soccer: Antecedents to rival fan discriminationJoe Cobbs
We surveyed over 400 fans in MLS, representing each team. The rivalry survey data is available at www.KnowRivalry.com. Regarding their favorite team, each respondent was asked about the importance of 11 elements of rivalry, according to Tyler and Cobbs, 2015. Statistical tests reveal that fans are significantly more discriminatory toward rival fans on four measures of animosity when either the antecedent of cultural difference or unfairness is important to the rivalry, compared to fans of rivalries where theses two antecedents were unimportant or neutral. Yet, this same pattern did not repeat itself for the other 9 antecedents of rivalry.
A advertising strategy presentation for March Madness for class of advertising strategy with professor Mrs. Key Fowler at University of Miami 2008. How to gather more people to cheer for their teams together with slogan Be rival be friends..creative advertising solutions with my classmates at UM.
Social Media for Sporting OrganisationsLeanne Ross
A 40 minute presentation to the member groups of Sport Otago's Forum New Zealand, June 2017 on maximising social media for member growth and community engagement.
DO NOT view this document if you think you know what your fans care about most - (especially if you think that winning is at the top of their list).
As fans cut back on spending, professional sports teams need to capture more of their share of local entertainment dollars. A new major league innovation provides the most actionable blueprint for competitive advantage available today.
The Sports Fan in 2015 - Richard Ting and Kyle Bunch, R/GAR/GA
Presented at SXSW 2012, R/GA's Richard Ting, SVP, Executive Creative Director of Mobile & Social Platforms and R/GA Executive Producer Kyle Bunch explore examples of how sports fandom has changed and share a vision of where it’s headed in the future thanks to mobile and social innovations.
Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
What characteristics of gamers’ profile should be taken into account in play...Thea24
Our paper stresses the need to bring to the forefront the social and emotional aspects of usability as a means to design enjoyable player- centered game experiences.
This work questions the validity of those HCI approaches generalizing usability principles and heuristics to the universe of gamers assuming that they comprise a homogenous population’.
Our findings strongly support the consideration of specific individual characteristics to the design of player-centred game experiences.
Financial literacy for lottery players - Indiana case study Horizons RG
Financial literacy for lottery players - Indiana case study
Katie Carlson, Hoosier Lottery
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 1-3, 2016
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...meghaninmotion
Tumblr offers a unique space through which United States Women's National soccer Team (USWNT) fans affirm a collective identity, while refining (trans)national representations for a broader imagined community. Social networking sites like Tumblr allow fans to gather and share resources - opening multimodal communication across spatial and temporal boundaries. Exploring this space through ethnography and discourse analysis, this paper unpacks the ways in which fans express their beliefs; using mediated discourse and user-generated content to learn, debate, and define athletes, nationalities, sexualities, gendered behavior, and social relationships. By appealing to an interpretive community with a constantly re-articulated cultural framework, fans mark group boundaries while defining global flows of professional women's football. Finally, a discursive space is established through a combination of asynchronous communication and liveblogging; one in which processes of acculturation to technology and to the values of the fandom pin down social relationships in specific sporting moments.
Nightmare protection hypothesis and female gamersjgackenb
Boyes, A. & Gackenbach, J.I. (2014, June). Nightmare Protection Hypothesis and Female Gamers. Paper presented at the annual meeting of the International Association for the Study of Dreams, Berkley, CA. Abstract published in the International Journal of Dream Research, http://journals.ub.uni-heidelberg.de/index.php/IJoDR/issue/view/1703.
Is it more money what really improves our motivation? Does higher salary make me more happy? If not, what then...? This presentation summarizes in a popular way the state of art of motivation and happiness research.
After a questionnaire about what young people thought about the National Lottery, the results showed that they don't trust the organisation. Our campaign aimed to update their image to fun and trustworthy. This presentation includes theory such as brand personality, Freud and Reisman's Lonely Crowd.
Similar to Sports Fans’ Team Identification and Their Attitudes (20)
2. • One of the most
important aspects of our
culture.
• A way for individuals
from different
backgrounds to connect
socially.
• Sports in our society are
a reflection of our
nation.
• Popular form of
entertainment resulting
in millions or even
billions of dollars made
3. • The phenomenon of being socially connected with a
certain a certain group or microcosm.
• Sports fans create a sense of self based on which group
they support.
• Results in a sense of belonging, increase of pride
and self esteem.
• Others who identify with the
same microcosm tend to
support one another.
• Story Time!
4. • Sports rivalries are the
result of Social
Identity Theory.
• Fans believe that
there team is the
“best” in the sport.
• This creates tension
between fans of
different teams and
eventually a rivalry.
5. • Wann, Waddill, Polk, and Weaver (2010)
• Reported relationship between team identification and psychological
well being.
• Increase in social connections.
• Team is a part of the fan
• Hirt, Zillmann, Erickson, and Kennedy (1992)
• Examined performance after their favorite team won or lost.
• Participants completed a motor skills task, mental skills task, a social
skills task, and a chance task.
• Positive correlation between mood and performance after win or loss.
• BIRG (basking in reflected glory).
• Tend to distance themselves from others not in their microcosm.
6. • H1: Participants highly identified and whose
favorite team lost in a championship game
against rival team will show more negative
attitudes toward rivals.
• H2: Significant main effect of championship
game outcome on perceived fairness of the rival
fan.
• H3: Significant interaction between gender and
their level of team identification.
7.
8. • Forty participants (26 male, 14 female, 85%
Caucasian)
• Age range from 18 to 49 years (M = 24.75, SD =
8.49)
• Most were friends, family, and coworkers
• Others volunteered to complete the study via
SONA and received partial course credit.
9. • 2 (outcome of a championship game: win or loss)
x 2 (team identification level: high or low)
between subjects design.
• Survey:
• Basic demographic questions
• Sport Spectator Identification Scale (Wann &
Branscombe, 1993)
• Eight point scale
• Two scenarios: win or loss conditions
• Rate the perceptions of their typical rival fan after win
or loss
10. • Participants were asked to read and sign an
informed consent paper.
• Provided minor details about the study and guaranteed
confidentiality.
• Half were provided with a survey that contained
the winning condition.
• The other half provided with the losing condition.
• Finally given a debriefing statement.
11.
12. The game outcome X team identification level interaction on
perceived goodness of a rival fan was significant, F(1,36) =
5.231, p = .028.
13. • The game outcome X team identification level on perceived
fairness of a rival fan was significant, F(1,36) = 4.747, p =
.036.
• Significant main effect of game outcome on perceived
fairness of a rival fan, F(1,36) = 6.011, p = .019.
14. • No significant differences between genders!
• Possible gender bias?
15.
16. • Evidence of a true effect of hypothesis 1 on the
perceived fairness and goodness variables of
rival fans.
• The majority of the dependent variables (e.g.,
trustworthy, masculine/feminine, knowledgeable,
neurotic, etc.) were not significant.
• Weak manipulation?
• Possible participant confusion?
• Every rivalry is different
17. • Greatest limitation faced was time.
• More time could have resulted in:
• More participants
• Specificity (more selective of participants
and/or variables)
• Working alone
• Less efficient way of collecting data
18. • 2 (Win or Loss) X 2 (High or Low Identification) X
2(location: Urban or Rural)
• Differences between fans within or surrounding the
team’s home city?
• Look at the rivalries of different sports and
compare the attitudes of fans of different sports
• Do hockey fans have more of a negative attitude
toward rival fans than football fans?