Lamar Reams

Motivations and Mediated Consumption Habits of Users of Mixed-Martial-Arts Online Message Boards

As online business models have evolved, learning what drives users’ consumptive behaviors has gained increasing interest to sport researchers and sport properties. An increasing number of sport properties are expanding, and deriving revenues from, their presence on digital-media platforms (e.g., MLB, NBA, NFL, UFC, WWE, etc.). Of the sport properties mentioned, none are more reliant on digital-media activity than the Ultimate Fighting Championship. As such, the purpose of this study was to examine the motivations and related consumption habits of users of non-subscription-based (i.e., free-to-use) online message boards. Findings suggest that message-board users find value in the opportunities for interactivity and that heavy online mixed-martial-arts users watch more events and purchase more merchandise than those who spend less time online.

Perceptions of highly identified fans regarding rival teams in US intercollegiate football and men’s basketball

Havard et al. (2013) developed and validated the sport rivalry fan perception scale (SRFPS) as a way to measure fan perceptions of four aspects regarding a rival team (indirect competition, academic prestige, sportsmanship, sense of satisfaction through direct competition). The current study investigated differences in SRFPS subscale mean scores of highly-identified intercollegiate football and men’s basketball fans in the USA regarding type of favourite team, proximity to favourite team, season ticket holder status of favourite team, and the outcome of the most recent rivalry contest. A series of MANCOVAs indicated that favourite team (football or basketball), season ticket holder status, and outcome of the most recent rivalry contest contributed to significant differences in rival perceptions after controlling for team identification. Discussion focuses on implications of these findings for academics and practitioners, as well as areas for future research.

American College Football Division I Team Attachment: A Model for Sponsorship Effectiveness

The purpose of this study was to examine sponsorship effectiveness at the Division I level, including the relationship between fans and sponsors. To collect the necessary data, the 13-item questionnaire was disseminated at two college football games by volunteer sampling at three Division I universities in the United States. With a total of 407 respondents, LISREL 8.52 and SPSS 17.0 were used to analyze the data for descriptive statistics, CFA, and SEM. By utilizing SEM, the variables of team attachment, sponsor image, word of mouth, and purchase intentions fit the proposed model. Pragmatically, the significance of team attachment can be understated in its role as an initial construct to begin the sponsorship process. Considering the construct of sponsor image as a mediating variable, sponsor image played an important role to anticipate an increase in positive word of mouth or an increase in consumer purchase intentions.

Sport Commitment and Purchase Intentions of Intercollegiate Boxing Coaches and Participants

The current study analyzed the sport commitment and purchase intentions of club level intercollegiate boxers and coaches. Participants at United States Intercollegiate Boxing Association (USIBA) member institutions (N = 155) completed an online survey answering questions regarding their sport commitment and future equipment purchase intentions. Multivariate analysis discovered significant sport commitment differences among boxers and coaches, Wilk‟s Λ = .838, F (7, 125) = 3.46, p <.05; with coaches being slightly more committed (M = 4.56, SD = .56) and personally invested than their boxing counterparts (M = 4.56, SD = .52). For the second research question, an analysis of covariance (using sport commitment as the covariate) was conducted to analyze potential differences across coaches and boxers on equipment purchase intentions. No significant differences among boxers and coaches were found, F (1, 92) = .400, p = .529. Discussion within the manuscript includes academic implications and pragmatic recommendations.