A Uses and Gratifications-Based Market Segmentation Approach to Football Fans’ Online Media Usage Motivation
Bibliographic Data
| ID | 13049604 |
|---|---|
| Authors | Anina Gächter (0009-0006-3789-0328, University of Bern, corresponding author), Pascal Stegmann (0000-0002-8948-2186, University of Bern), Grazia Lang (0009-0000-8859-5886, University of Bern) |
| Year | 2024 |
| Volume | 13 |
| Issue | 6 |
| Pages | 1235-1253 |
| Publication date | 2024-08-22 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Communication & Sport (JOURNAL) |
| Journal identifiers | ISSN: 2167-4795 • E-ISSN: 2167-4809 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/21674795241273875 |
| OpenAlex | W4401748253 |
| Language | EN |
| References cited | 44 |
With the rise of online media, the Uses and Gratifications approach has experienced a revival in general as well as in sports media research. However, most studies have not considered the variability in online media usage behavior, which indicates a heterogenity in fans’ gratification sought in online media consumption. To account for this heterogenity, this study conducts a cluster analysis based on the Uses and Gratifications approach to segment Swiss football fans according to their motivations for using online media. Further, it analyses how the emerging motivational profiles differ in online media usage and fan identification. The findings suggest that even though information, positive emotions, and entertainment remain the most sought gratifications across all participants, fans can be segmented into four motivational profiles: Football Afficionados, Casual Users, Joy-Seeking Spenders, and Online Media Enthusiasts. These profiles exhibit significant differences in their online media usage behaviour as well as in their fan identification. They, therefore, indicate a need for market segmentation when analysing online media usage motivation in football fans and demonstrate that clubs can achieve greater customer satisfaction by tailoring their online media content to the needs and online media consumption behaviour of their fans
Advertising · Business · College football · Football · Market segmentation · Multimedia · Political science · Computer Science · Psychology · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society · Marketing
Sport and social media research
Why people use social media
Social Interaction and Co-Viewing With YouTube
When Sports Fans Buy
Predictors of Internet Use
Uses and gratifications of social networking sites for bridging and bonding social capital
Watch, Share or Create
Instagram
Creating and Fostering Fan Identification in Professional Sports
Permanently Desiring the Temporary? Snapchat, Social Media, and the Shifting Motivations of Sports Fans
Dimensions of Social Media Utilization Among College Sport Fans
Untangling International Sport Social Media Use
Uses and Gratifications Theory in the 21st Century
A comparison of gratification models of media satisfaction
Uses and Gratifications Research
Club-militants, institutionalists, critics, moderns and globalists
Preliminary Validation of the Sport Fan Motivation Scale
New Media, Professional Sport and Political Economy
Supporters, Followers, Fans, and Flaneurs
| Highly cited | No |
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