IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v15y2012i1p80-90.html
   My bibliography  Save this article

Getting Generation Y to attend: Friends, interactivity and half-time entertainment

Author

Listed:
  • Bednall, David Hugh
  • Valos, Michael
  • Adam, Stewart
  • McLeod, Colin

Abstract

People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL), the elite Australian rules football competition. The enhancements being tested were half-time entertainments based on performers from well-known television talent shows, Australian Idol and It Takes Two. Scenarios with and without interactive participation, based on short messaging service (SMS) messages, were tested. The study used a general population sample of 909 Generation Y people in a traditional AFL market and one where AFL is not the major winter competition. Previous attendance and sport orientation were the major influences on attendance at major sports, including the AFL. Friends influenced likely attendance at a game, but no effects were found for half-time entertainments. People who attended matches with friends typically had social activities before and after the game. This suggested that one promotional strategy to expand existing markets was to find and engage the social networks of existing fans, making sport attendance a broader part of an overall social event.

Suggested Citation

  • Bednall, David Hugh & Valos, Michael & Adam, Stewart & McLeod, Colin, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Elsevier, vol. 15(1), pages 80-90.
    • Handle: RePEc:eee:spomar:v:15:y:2012:i:1:p:80-90
    DOI: 10.1016/j.smr.2011.04.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352311000222
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.smr.2011.04.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dong C. Won & Young H. Lee, 2008. "Optimal dynamic pricing for sports games with habitual attendance," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(8), pages 639-655.
    2. Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
    3. Jakee, Keith & Kenneally, Martin & Mitchell, Hamish, 2010. "Asymmetries in scheduling slots and game-day revenues: An example from the Australian Football League," Sport Management Review, Elsevier, vol. 13(1), pages 50-64, February.
    4. Daniel C. Funk & Jeff James, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Taylor & Francis Journals, vol. 4(2), pages 119-150, July.
    5. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2.
    6. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    2. Petra Klapilová Krbová, 2016. "Shopping Behaviour of Generation Y: A Comparison of Czech Republic and Slovakia," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(2), pages 617-626.
    3. Petra Krbová & Tomáš Pavelek, 2015. "Generation Y: Online Shopping Behaviour of the Secondary School and University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 567-575.
    4. Suryani, Ani Wilujeng & Helliar, Christine & Carter, Amanda J. & Medlin, John, 2018. "Shunning careers in public accounting firms: The case of Indonesia," The British Accounting Review, Elsevier, vol. 50(5), pages 463-480.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    2. Havard, Cody T., 2014. "Glory Out of Reflected Failure: The examination of how rivalry affects sport fans," Sport Management Review, Elsevier, vol. 17(3), pages 243-253.
    3. Oja, Brent D. & Bass, Jordan R. & Gordon, Brian S., 2015. "Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI)," Sport Management Review, Elsevier, vol. 18(4), pages 583-595.
    4. Mario Pepur & Goran Dediæ & Bepo Žura, 2023. "Segmentation of football fans based on evangelistic behaviour: Empirical evidence from Croatia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 249-269.
    5. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    6. Lock, Daniel & Filo, Kevin, 2012. "The downside of being irrelevant and aloof: Exploring why individuals do not attend sport," Sport Management Review, Elsevier, vol. 15(2), pages 187-199.
    7. Željka Marčinko Trkulja & Jasmina Dlačić & Dinko Primorac, 2022. "Social Identity Dimensions as Drivers of Consumer Engagement in Social Media Sports Club," JRFM, MDPI, vol. 15(10), pages 1-15, October.
    8. Chris Cohen & Warren Whisenant & Patrick Walsh, 2011. "The Relationship Between Sustained Success and Donations for an Athletic Department with a Premier Football Program," Public Organization Review, Springer, vol. 11(3), pages 255-263, September.
    9. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
    10. Brandon Mastromartino & Tyreal Y. Qian & Jerred J. Wang & James J. Zhang, 2020. "Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    11. Kai Guo & Zhigang Wang & Lei Zhang & Chenya Li, 2023. "Self-Transcendence Values Influence Meaningful Sports Consumption Behavior: The Chain Mediator of Team Identification and Eudaimonic Motivation," Sustainability, MDPI, vol. 15(14), pages 1-30, July.
    12. Lock, Daniel & Darcy, Simon & Taylor, Tracy, 2009. "Starting with a clean slate: An analysis of member identification with a new sports team," Sport Management Review, Elsevier, vol. 12(1), pages 15-25, February.
    13. Wang, Ryan T. & Zhang, James J. & Tsuji, Yosuke, 2011. "Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan," Sport Management Review, Elsevier, vol. 14(4), pages 347-360.
    14. Yoo-Yeong Seonwoo & Yun-Duk Jeong, 2021. "Exploring Factors That Influence Taekwondo Student Athletes’ Intentions to Pursue Careers Contributing to the Sustainability of the Korean Taekwondo Industry Using the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    15. Orr, Madeleine & Inoue, Yuhei, 2019. "Sport versus climate: Introducing the climate vulnerability of sport organizations framework," Sport Management Review, Elsevier, vol. 22(4), pages 452-463.
    16. Quach, Sara & Hewege, Chandana & Le, Viet, 2019. "Expression and transformation of loyalty in a contractual service setting: A processual view," Australasian marketing journal, Elsevier, vol. 27(2), pages 66-77.
    17. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    18. Jeffery Borland, 2003. "Demand for Sport," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 19(4), pages 478-502, Winter.
    19. Changwook Kim & Kyriaki Kaplanidou, 2019. "The Effect of Sport Involvement on Support for Mega Sport Events: Why Does It Matter," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    20. Lennart Ante & Aman Saggu & Benjamin Schellinger & Friedrich-Philipp Wazinski, 2024. "Voting participation and engagement in blockchain-based fan tokens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-23, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:15:y:2012:i:1:p:80-90. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.