The effects of fantasy football participation on NFL consumption: A qualitative analysis |
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| Authors: | Joris Drayer Stephen L Shapiro Brendan Dwyer Alan L Morse Joel White |
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| Institution: | 1. University of Memphis, United States;2. Old Dominion University, United States;3. University of Northern Colorado, United States;4. Mississippi State University, United States;5. Rogers State University, United States |
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| 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. |
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