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

Author

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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. Mahony, Daniel F. & Moorman, Anita M., 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Elsevier, vol. 2(1), pages 43-66, May.
    2. Mahony, Daniel F. & Nakazawa, Makoto & Funk, Daniel C. & James, Jeffrey D. & Gladden, James M., 2002. "Motivational Factors Influencing the Behaviour of J. League Spectators," Sport Management Review, Elsevier, vol. 5(1), pages 1-24, May.
    3. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
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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. 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.
    3. 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.
    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. repec:eee:spomar:v:20:y:2017:i:3:p:296-308 is not listed on IDEAS

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