Tuesday, April 21, 2015

Fantasy football and NFL fans: The impact of outcomes

Fantasy football and NFL fans: The impact of outcomes


Utilizing a pre-post experimental design, the purpose of this study was to assess a fantasy participant’s attitudinal and behavioral changes toward the NFL with twelve weeks of fantasy and favorite team outcomes serving as a treatment. The findings mostly support the framework’s proposition that game outcomes impact a participant’s NFL experience. However, one major revision was suggested as a disconnect resulted between a participant’s favorite NFL team attachment and the behavioral intentions related to the team.
Published in: Sports


Transcript

  • 1. The impact of game outcomes on fantasy football participation and NFL media consumption Brendan Dwyer @brendandwyer
  • 2. AGENDA Introduction Framework Method Results Discussion
  • 3. 95%of fantasy participants are insane Insane Not Insane
  • 4. Logical Predictable Average Consumer Average SportFan FantasyFootball Participant Loyal Consumer
  • 5. 99%of fantasy participants are insane Insane Not Insane
  • 6. AGENDA Sample Proceduresand
  • 7. Disconnect Sport-specific
  • 8. Identification Durability?
  • 9. Fantasy Football Participation Perceptions Consumption Behavior Favorite Team Perceptions Identification Loyalty Fantasy Team(s) Perceptions Attraction to players Interactivity Non-Media Consumption • Event Attendance • Merchandise Media Consumption •Televised programming o Live games (players) o Sport journalism shows o Sports tickers •Internet •Telecommunications •Cell phone •Text messaging Attitude Activation Norms The influence of Fantasy Team perceptions on traditional Favorite Team norms transforms the Definition of the Event from a singular interest in favorite team outcomes to an interest in both fantasy team and favorite team outcomes Definition of the Event Favorite Team Outcomes Fantasy and Favorite Team Outcomes Favorite Team Outcomes Fantasy and Favorite Team Outcomes Drayer et al., 2010
  • 10. Analysis Instruments&
  • 11. Subject Variable Both Failed n=63 Fantasy Team Failed n=57 Favorite NFL Team Failed n=52 Neither Failed n=64 FantasyTeam WinningPercentage Favorite NFLTeam Winning Percentage
  • 12. Outcome Variables ◊ Attitudes ∞ Attraction to Players ∞ Team Attachment ◊ Behaviors ∞ Fantasy-related media (3) ∞ Team-related media (3) ∞ General NFL TV viewership (3)
  • 13. Analysis Instruments&
  • 14. Results ◊ Validation ◊ RQs 1. Differences between and within 2. No differences 3. Differences between and within* 4. Differences between and within 5. Differences between and within
  • 15. 3.5 4.0 4.5 5.0 5.5 Pre-Season Week 12** Both Failed* Fantasy Failed* Team Failed* Neither Failed LevelofAttraction Attraction to Fantasy Players abd abc cd cd
  • 16. Fantasy Football Participation Perceptions Consumption Behavior Favorite Team Perceptions Identification Loyalty Fantasy Team(s) Perceptions Attraction to players Interactivity Non-Media Consumption • Event Attendance • Merchandise Media Consumption •Televised programming o Live games (players) o Sport journalism shows o Sports tickers •Internet •Telecommunications •Cell phone •Text messaging Attitude Activation Norms The influence of Fantasy Team perceptions on traditional Favorite Team norms transforms the Definition of the Event from a singular interest in favorite team outcomes to an interest in both fantasy team and favorite team outcomes Definition of the Event Favorite Team Outcomes Fantasy and Favorite Team Outcomes Revised Framework
  • 17. Substitute?Complement?
  • 18. Looking to the Future
  • 19. Questions?
  • 20. Thank You bdwyer@vcu.edu – Brendan Dwyer – @brendandwyer

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