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The effects of fantasy football participation on NFL consumption: A qualitative analysis

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  • Drayer, Joris
  • Shapiro, Stephen L.
  • Dwyer, Brendan
  • Morse, Alan L.
  • White, Joel

Abstract

The growth of fantasy sports into a multi-billion dollar industry has made it an important component of the sports industry. Sport leagues must acknowledge the impact fantasy sports have on the way its participants consume their sport. This study examines the impact of fantasy football on the consumption of NFL-related products and services using an adapted version of the attitude/behavior model developed [Fazio, R. H., Powell, M. C., & Herr, P. M. (1983). Toward a process model of the attitude-behavior relation: Accessing one's attitude upon mere observation of the attitude object. Journal of Personality and Social Psychology, 44(4), 723-735]. Using qualitative methods, the data indicate that fantasy football participants utilized various media sources, specifically the Internet, television, cellular telephones, and a variety of print media, at much higher levels as a result of their interest and participation in fantasy football. Further, contrary to previous literature on fan loyalty, team and player outcomes were found to alter perceptions towards a favorite team or a fantasy team.

Suggested Citation

  • Drayer, Joris & Shapiro, Stephen L. & Dwyer, Brendan & Morse, Alan L. & White, Joel, 2010. "The effects of fantasy football participation on NFL consumption: A qualitative analysis," Sport Management Review, Elsevier, vol. 13(2), pages 129-141, May.
    • Handle: RePEc:eee:spomar:v:13:y:2010:i:2:p:129-141
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    References listed on IDEAS

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    1. Brad Hill & B. Christine Green, 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Taylor & Francis Journals, vol. 3(2), pages 145-162, July.
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    Cited by:

    1. Yuksel, Mujde & McDonald, Mark A. & Milne, George R. & Darmody, Aron, 2017. "The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms," Sport Management Review, Elsevier, vol. 20(2), pages 198-210.
    2. Baker, Bradley J. & Zhou, Xiaochen & Pizzo, Anthony D. & Du, James & Funk, Daniel C., 2017. "Collaborative self-study: Lessons from a study of wearable fitness technology and physical activity," Sport Management Review, Elsevier, vol. 20(1), pages 114-127.
    3. David Alaminos & Ignacio Esteban & M. Belén Salas, 2023. "Neural networks for estimating Macro Asset Pricing model in football clubs," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 30(2), pages 57-75, April.
    4. Goldsmith, Andrew L. & Walker, Matthew, 2015. "The NASCAR experience: Examining the influence of fantasy sport participation on ‘non-fans’," Sport Management Review, Elsevier, vol. 18(2), pages 231-243.
    5. Agha, Nola & Tyler, B. David, 2017. "An investigation of highly identified fans who bet against their favorite teams," Sport Management Review, Elsevier, vol. 20(3), pages 296-308.
    6. Karg, Adam J. & McDonald, Heath, 2011. "Fantasy sport participation as a complement to traditional sport consumption," Sport Management Review, Elsevier, vol. 14(4), pages 327-346.
    7. Sierra, Jeremy J. & Taute, Harry A. & Heiser, Robert S., 2012. "Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 332-342.
    8. Shapiro, Stephen L. & Drayer, Joris & Dwyer, Brendan, 2020. "An examination of consumer reactance to daily fantasy sport and sport gambling regulatory restrictions," Sport Management Review, Elsevier, vol. 23(5), pages 797-809.
    9. Yuksel, Mujde & Smith, Andrew N. & Milne, George R., 2021. "Fantasy sports and beyond: Complementary digital experiences (CDXs) as innovations for enhancing fan experience," Journal of Business Research, Elsevier, vol. 134(C), pages 143-155.

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