Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Parsimonious Motivational Factors for Participation in Sporting Events : A Review


Affiliations
1 Professor – Marketing, Balaji Institute of Telecom and Management (BITM), Sri Balaji University, S. No. 55/2-7, Tathawade, Near Wakad, Off Mumbai Bangalore Bypass, Pune – 411 033, Maharashtra, India
     

   Subscribe/Renew Journal


The purpose of the study was to explore the parsimonious motivational factors among sponsors while organizing sporting events and discuss the rationale behind event participation among spectators for the interest of sponsors investing in global sports events. The research study undertaken is a viewpoint using content analysis, considering inductive qualitative data and is exploratory in nature. Parsimonious motivational factors were derived based on the responses of spectators watching international sporting events backed by secondary data collected from research articles and case studies pertaining to sports event attendance behaviour and sponsorships. Qualitative data collected both from primary as well as secondary sources were used for content analysis. It was observed that sports events result in two types of involvement, mainly participation and attendance, which are influenced by economic, sociological, psychological, and motivational factors like age, leisure time, family size, health and weight concerns, personal growth, and affiliation. It was also observed that experiential sponsorship activation (ESA) reflects dimmersive brand experiences and encourages high levels of active participation. The results suggested parsimonious motives behind participation of spectators and sponsors in mega sporting events. The study revealed that relevant messaging, choice-based ticket pricing, flexibility, and accessibility across platforms attracted more viewership. Fan engagement through social networking sites leads to branding of event sponsors.

Keywords

Sports Events, Motivational Factors, Attendance, Spectators, Sponsorship.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Alavy, K., Gaskell, A., Leach, S., & Szymanski, S. (2010). On the edge of your seat: Demand for football on television and the uncertainty of outcome hypothesis. International Journal of Sport Finance, 5(2), 75–95.

  • Allen, C. A. (2014). Content analysis to profile the blogosphere. Academy of Marketing Studies Journal, 18 (2), 181–191.

  • Amis, J., Slack, T., & Berrett, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 3(3/4), 250–272. https://doi.org/10.1108/03090569910253044

  • Buning, R. J., & Walker, M. (2016). Differentiating mass participant sport event consumers : Traditional versus nontraditional events. Sport Marketing Quarterly, 25 (1),47–58.

  • Crowther, P. (2011). Marketing event outcomes : From tactical to strategic. International Journal of Event and Festival Management, 2 (1), 68–82. https://doi.org/10.1108/17582951111116623

  • De Mooij, M. (2010). Culture and consumer behavior. In, Global marketing and advertising: understanding cultural paradoxes (pp. 93–129). London : Sage.

  • Dembek, A., & Włoch, R. (2014). The impact of a sports mega-event on the international image of a country : The case of Poland UEFA Euro 2012. Perspectives, 22(1), 33–47.

  • Drayer, J. (2011). Making a case for the integration of the primary and secondary ticket markets for professional team sports in the United States. International Journal of Sports Marketing and Sponsorship, 12 (3), 2–11. https://doi.org/10.1108/IJSMS-12-03-2011-B002

  • Easterby-Smith, M., Thorpe, R., & Jackson, P.R. (2015). Management & business research (5th ed.). UK : Sage.

  • Foroughi, B., Shah, K. M., Nikbin, D., & Hyun, S.S. (2014). The impact of event quality on fan satisfaction and game attendance in the context of professional soccer in Iran. International Journal of Sports Marketing and Sponsorship, 15(3), 40–56. https://doi.org/10.1108/IJSMS-15-03-2014-B005

  • Funk, D. C., Filo, K., Beaton, A. A., & Pritchard, M. (2009). Measuring the motives of sport event attendance : Bridging the academic-practitioner divide to understanding behaviour. Sport Marketing Quarterly, 18 (3), 126–138.

  • Funk, D. C., Ridinger, L., & Moorman, A. M. (2004). Exploring origins of involvement : Understanding the relationship between consumer motives and involvement with professional sport teams. Leisure Sciences, 26(1), 35–61. https://doi.org/10.1080/01490400490272440

  • Gay, L. R., Mills, G. E., & Airasian, P. (2008). Educational research : Competencies for analysis and applications. New Jersey : Pearson Education.

  • Gillooly, L., Crowther, P., & Medway, D. (2017). Experiential sponsorship activation at a sports mega-event : The case of Cisco at London 2012. Sport, Business and Management: An International Journal, 7(4), 404–425. https://doi.org/10.1108/SBM-04-2016-0015

  • Greenhalgh, G. P., & Greenwall, T. C. (2013). Professional niche sports sponsorship: An investigation of sponsorship selection criteria. International Journal of Sports Marketing and Sponsorship, 14(2), 2–19. https://doi.org/10.1108/IJSMS-14-02-2013-B002

  • Grohs, R. (2016). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising, 35(3), 391–420. https://doi.org/10.1080/02650487.2015.1083070

  • Grohs, R., Wagner, U.M., & Vsetecka, S. (2004). Assessing the effectiveness of sport sponsorships – An empirical examination. Schmalenbach Business Review, 56 (2), 119–138. https://doi.org/10.1007/BF03396689

  • Hague, P., Hague, N., & Morgan, C. A. (2013). Market research in practice (2nd ed., pp. 106–133). United Kingdom : Kogan Page.

  • Hair Jr., J. F., Celsi, M., Money, A., Samouel, P., & Page, M. (2016). Essentials of business research methods. New York : Routledge.

  • Håkansson, H., & Johansson, J. (1992). A model of industrial networks. In B. Axelsson, & G. Easton (eds.), Industrial networks : A new view of reality (pp. 28 –34).London : Routledge.

  • Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P., & Greenwell, T.C. (2010). Understanding professional athletes’ use of Twitter : A content analysis of athlete tweets. International Journal of Sport Communication, 3(4), 454–471. https://doi.org/10.1123/ijsc.3.4.454

  • Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sport events. Journal of Sport Management, 3(1), 15–32. https://doi.org/10.1123/jsm.3.1.15

  • Hazari, S. (2018). Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics. International Journal of Sports Marketing and Sponsorship, 19(4), 396–414. https://doi.org/10.1108/IJSMS-01-2017-0007

  • Ho Voon, B., Lee, N., & Murray, D. (2014). Sports service quality for event venues: Evidence from Malaysia. Sport, Business and Management, 4(2), 125–141. https://doi.org/10.1108/SBM-11-2010-0020

  • Hoeber, O., Hoeber, L., El Meseery, M., Odoh, K., & Gopi, R. (2016). Visual Twitter analytics (Vista) : Temporally changing sentiment and the discovery of emergent themes within sport event tweets. Online Information Review, 40(1), 25–41. https://doi.org/10.1108/OIR-02-2015-0067

  • Horak, S. (2013). Business risk and ethics in prospective emerging markets : The case of sports sponsorship in North Korea. North Korean Review, 9(2), 18–28. https://www.jstor.org/stable/43908917

  • Hudson, S., & Hudson, R. (2013). Engaging with consumers using social media : A case study of music festivals. International Journal of Event and Festival Management,4(3),206–223 . https://doi.org/10.1108/IJEFM-06-2013-0012

  • IEG Sponsorship Report. (2018). Signs point to healthy sponsorship spending in 2018. Retrieved from http://www.sponsorship.com/Report/2018/01/08/Signs-Point-To-Healthy-Sponsorship-Spending-In201.aspx

  • Jensen, J.A. (2012). The importance of winning : An analysis of the relationship between an athlete’s performance and sponsor exposure during televised sports events. International Journal of Sports Marketing and Sponsorship, 13(4), 40–52. https://doi.org/10.1108/IJSMS-13-04-2012-B005

  • Karakaya, F., Yannopoulos, P., & Kefalaki, M. (2016). Factors impacting the decision to attend soccer games : An exploratory study. Sport, Business and Management : An International Journal, 6 (3), 320 – 340. https://doi.org/10.1108/SBM-05-2014-0024

  • Kassing, J.W., & Sanderson, J. (2010). Fan-athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sport Communication, 3 (1), 113–128. https://doi.org/10.1123/ijsc.3.1.113

  • Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators’ flow experience and satisfaction. Computers in Human Behavior, 93(April),346–356. https://doi.org/10.1016/j.chb.2018.12.040

  • Kirkup, N., & Sutherland, M. (2017). Exploring the relationships between motivation, attachment and loyalty within sport event tourism. Current Issues in Tourism, 20(1), 7–14. https://doi.org/10.1080/13683500.2015.1046819

  • Kitchin, P. J. (2017). Event sponsorship. In P. Kitchin & N. Ferdinand (eds.), Event management : An international approach (pp. 167–184). London: Sage.

  • Kolbe, R.H., & Burnett, M.S. (1991). Content - analysis research : An examination of applications with directions for improving research reliability and objectivity. Journal of Consumer Research, 18(2), 243–250.https://doi.org/10.1086/209256

  • Kulshreshtha, V., & Jain, K. (2018). Technology integration in the mobile communication industry: A review. Prabandhan: Indian Journal of Management,11(4) ,7–26. https://doi.org/10.17010/pijom/2018/v11i4/122824

  • Kunz, R. E., Elsässer, F., & Santomier, J. (2016). Sport-related branded entertainment : The Red Bull phenomenon. Sport, Business and Management: An International Journal, 6 (5), 520–541. https://doi.org/10.1108/SBM-06-2016-0023

  • Larson, B.V., & Steinman, R. B. (2009). Driving NFL fan satisfaction and return intentions with concession service quality. Services Marketing Quarterly, 30(4), 418–428. https://doi.org/10.1080/15332960903199430

  • Laverie, D.A., & Arnett, D.B. (2000). Factors affecting fan attendance : The influence of identity salience and satisfaction. Journal of Leisure Research,32(3), 225 – 2 4 6 . https://doi.org/10.1080/00222216.2000.11949915

  • Lera-López, F., & Rapún-Gárate, M. (2011). Determinants of sports participation and attendance: Differences and similarities. International Journal of Sports Marketing and Sponsorship, 12(2), 66–89.https://doi.org/10.1108/IJSMS-12-02-2011-B007

  • MacIntosh, E., Nadeau, J., Seguin, B., O’Reilly, N., Bradish, C.L., & Legg, D. (2012). The role of mega-sports event interest in sponsorship and ambush marketing attitudes. Sport Marketing Quarterly, 21(1), 43–52.

  • Madrigal, R. (2006). Measuring the multidimensional nature of sporting event consumption. Journal of Leisure Research, 38(3), 267–292. https://doi.org/10.1080/00222216.2006.11950079

  • Pan, D. W., Zhu, Z., Gabert, T., & Brown, J. (1999). Team performance, market characteristics, and attendance of major league baseball : A panel data analysis. The Mid-Atlantic Journal of Business, 35 (2&3), 77– 91.

  • Papadimitriou, D., Apostolopoulou, A., & Dounis, T. (2008). Event sponsorship as a value creating strategy for brands. J o u r n a l o f P r o d u c t & B r a n d M a n a g e m e n t , 1 7 ( 4 ) , 2 1 2 – 2 2 2 . https://doi.org/10.1108/10610420810887563

  • Pease, D.G., & Zhang, J.J. (2001). Socio-motivational factors affecting spectator attendance at professional basketball games. International Journal of Sport Management, 2, 31–59.

  • Pegoraro, A. (2010). Look who’s talking – athletes on twitter : A case study. International Journal of Sport Communication, 3(4), 501–514. https://doi.org/10.1123/ijsc.3.4.501

  • Petrović, L. T., Milovanović, D., & Desbordes, M. (2015). Emerging technologies and sports events: Innovative information and communication solutions. Sport, Business and Management, 5(2), 175–190. https://doi.org/10.1108/SBM-06-2012-0021

  • Prasad, S., & Sen, S. (2018). Role of conviction in the impact of electronic word of mouth on purchase intention for financial products and services. Indian Journal of Marketing, 48(1), 47–60. https://doi.org/10.17010/ijom/2018/v48/i1/120735

  • Punch, K.F., & Oancea, A. (2014). Introduction to research methods in education. London : Sage.

  • Ramchandani, G., Coleman, R. J., & Bingham, J. (2017). Sport participation behaviours of spectators attending major sports events and event induced attitudinal changes toward sport. International Journal of Event and Festival Management, 8(2), 121–135. https://doi.org/10.1108/IJEFM-02-2016-0014

  • Reimers, V., Chao, C., & Speechley, K. (2018). Identifying attendance motives for an international league fixture. Asia Pacific Journal of Marketing and Logistics, 30(1), 121–138. https://doi.org/10.1108/APJML-112016-0216

  • Rosenbaum, M. S., & Wong, I.A. (2010). Value equity in event planning: A case study of Macau. Marketing Intelligence & Planning, 28(4), 403–417. https://doi.org/10.1108/02634501011053540

  • Rundh, B., & Gottfridsson, P. (2015). Delivering sports events : The arena concept in sports from a network perspective. Journal of Business & Industrial Marketing, 30(7), 785 – 794. https://doi.org/10.1108/JBIM-06-2013-0131

  • Seo, W.J., & Green, B. C. (2008). Development of the motivation scale for sport online consumption. Journal of Sport Management, 22(1), 82–109. https://doi.org/10.1123/jsm.22.1.82

  • Sharma, P., Gupta, S., & Kapoor, D. (2020). Digital marketing and consumer millennials : A comparative study of men, women, and transgender consumers' buying behaviour in Punjab. Indian Journal of Marketing, 50(3), 47 – 57. https://doi.org/10.17010/ijom/2020/v50/i3/151029

  • Silveira, M. P., Cardoso, M. V., & Quevedo-Silva, F. (2019). Factors influencing attendance at stadiums and arenas. Marketing Intelligence & Planning, 37 (1), 50–65. https://doi.org/10.1108/MIP-02-2018-0048

  • Skinner, J., & Corbett, B. (2018). Researching sport management. In D. Hassan (ed.), Managing sport business : An introduction. London : Routledge.

  • Skinner, J., Edwards, A., & Corbett, B. (2014). Research methods for sport management. Oxford : Routledge.

  • Touchette, B., Schanski, M., & Lee, S. - E. (2015). Apparel brands’ use of Facebook: An exploratory content analysis of branded entertainment. Journal of Fashion Marketing and Management, 19(2), 107–119. https://doi.org/10.1108/JFMM-04-2013-0051

  • Trail, G. T., & James, J. D. (2001). The motivation scale for sport consumption: Assessment of the scale’s psychometric properties. Journal of Sport Behavior, 24(1), 108–127.

  • Trinh, G. T. (2018). The attendance at sporting events : A generalized theory and its implications. International Journal of Market Research, 60(3), 232–237. https://doi.org/10.1177/1470785318774677

  • Wann, D.L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19(4), 377–396. https://doi.org/10.1177/019372395019004004

  • Watanabe, N., Yan, G., & Soebbing, B. P. (2015). Major league baseball and Twitter usage : The economics of social media use. Journal of Sport Management, 29 (6), 619–632. https://doi.org/10.1123/JSM.2014-0229

  • 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. https://doi.org/10.1123/ijsc.3.4.422

  • Wu, H. - C., & Cheng, C. - C. (2018). What drives spectators’ experiential loyalty? A case study of the Olympic Football Tournament Rio 2016. Asia Pacific Journal of Marketing and Logistics, 30 (4), 837 – 866. https://doi.org/10.1108/APJML-08-2017-0174


Abstract Views: 265

PDF Views: 1




  • Parsimonious Motivational Factors for Participation in Sporting Events : A Review

Abstract Views: 265  |  PDF Views: 1

Authors

Subhasis Sen
Professor – Marketing, Balaji Institute of Telecom and Management (BITM), Sri Balaji University, S. No. 55/2-7, Tathawade, Near Wakad, Off Mumbai Bangalore Bypass, Pune – 411 033, Maharashtra, India

Abstract


The purpose of the study was to explore the parsimonious motivational factors among sponsors while organizing sporting events and discuss the rationale behind event participation among spectators for the interest of sponsors investing in global sports events. The research study undertaken is a viewpoint using content analysis, considering inductive qualitative data and is exploratory in nature. Parsimonious motivational factors were derived based on the responses of spectators watching international sporting events backed by secondary data collected from research articles and case studies pertaining to sports event attendance behaviour and sponsorships. Qualitative data collected both from primary as well as secondary sources were used for content analysis. It was observed that sports events result in two types of involvement, mainly participation and attendance, which are influenced by economic, sociological, psychological, and motivational factors like age, leisure time, family size, health and weight concerns, personal growth, and affiliation. It was also observed that experiential sponsorship activation (ESA) reflects dimmersive brand experiences and encourages high levels of active participation. The results suggested parsimonious motives behind participation of spectators and sponsors in mega sporting events. The study revealed that relevant messaging, choice-based ticket pricing, flexibility, and accessibility across platforms attracted more viewership. Fan engagement through social networking sites leads to branding of event sponsors.

Keywords


Sports Events, Motivational Factors, Attendance, Spectators, Sponsorship.

References





DOI: https://doi.org/10.17010/ijom%2F2020%2Fv50%2Fi5-7%2F153072