Secondary Technology Influences

Giorgio Varlaro SPMG 60000

Within the past the two decades, new interactivity technologies have changed the way sport fans consume, interact, and decipher information. No longer is print and broadcast media the primary information receiver for sport fans who look for the most up-to-date information possible. Consumption and participation has changed with the advent of interactive technologies, such as video games, fantasy sports and message boards. There allowance of entertainment and information has resulted in a variety of consumption opportunities not previously known to the sport fan. Furthermore, this has resulted in an influence of participation and consumption of sport. With new interactive technologies changing the way sport fans indulge in leisure activities, it essential to look at how interactive technology influences sport fans of all ages, and how these outlets change consumption habits. Sports fans use a wide variety of media including print, broadcast, the Internet and mobile phones to keep up with their favorite teams and players (Phua, 2010). These mediums help consumers of sport increase their consumption of information, which then allows users to socialize and create team identity or loyalty to enhance overall consumption behavior. Sports consumption, as indicated by Drayer, Shapiro, Dwyer, Morse & White (2010), is defined as the amount of time and/or money spent participating, spectating, following or interacting with sport (p. 131). With this known, two relatively new interactive technologies, fantasy sports and message boards, will be reviewed with the intensions of revealing their effects on consumption of sport fans. Fantasy sports leagues were introduced in the early 1980s by Glen Waggoner and Daniel Okent (Davis & Duncan, 2006). These leagues werent as prevalent amongst sports fans as they are now, but thats because most of the time spent was on tallying statistics from box scores in newspapers. Only the most invested participants would come back year-after-year to demonstrate

their ability to select professional players based on their statistical stature. Fantasy sports became what we know it as today with the advent of the Internet. The Internet allowed users to enjoy their favorite sports away from the stadium and arena thanks to streamlined statistical calculations, real-time information and enhanced social interactive features (Drayer et al., 2010). Farquhar and Meeds (2007) describe fantasy sports as: A league made up of a dozen or so participants who compete against each other based on statistics from real-world competitors. Fantasy leagues normally begin with a draft of some sort, where owners either select their players or are randomly assigned players. During a sports season, points are generated for each of the participants teams based on real-world performances of the owners players. In fantasy football, for example, teams usually compete based on categories such as touchdowns, yards gained, and turnovers (p. 1208). With the advent of the Internet, more than 29 million Americans and Canadians participated in some kind of fantasy league last year (Drayer, et al., 2010). This allowed participants to build a deeper knowledge and track more statistics to give a real-life understanding of how the game works (Davis & Duncan, 2006). Message boards, unlike fantasy sports, arrived to sport fans in the later 1980s and early 1990s with the growing presence of the Internet. The growth of the Internet yielded message boards, blogs, vlogs and other interactive technologies to various populations of users who consumed sport communication (Clavio, 2008). Message boards represent a unique type of sport communication, it allows sport fans from different geographic regions to converse and talk about their favorite teams and players (End, 2001). Furthermore, message boards allow users to be both creators and consumers of content, thus creating a different type of information not received by

newspapers, magazines, television and radio (Clavio, 2008). An example of this can be seen during the NFL Draft when sport consumers go to specific Web sites to communicate with other common fans about who the team should pick. From here, these sport fans can choose to stay online and agree or disagree with the teams draft choices with other users. This is a form of socialization because these sport consumers desire to develop and maintain human relationships through the Internet by sharing experience and knowledge with others who have similar interests (Hur, Ko & Valacich, 2007). Hur et al. (2007) also states that: Online customers use the Internet to develop social relationships because it provides consumers with various communication tools. When using the Internet for socialization, online consumers gain a sense of a pseudocommunity in which they can exchange feedback on products or enjoy social interaction with other users. For example, avid sports fans enjoy sharing their opinions regarding team performance and recruiting players with others in a fan site offered by the NFL (p. 525). Message boards have become increasingly popular with certain networks (college message boards) seeing over 70 million online users in a single day (Clavio, 2008). Message boards represent a unique type of sport communication because it can be used for both sport and other types of interaction (Clavio, 2008) Because of its unique abilities, message boards deepen relationships between sport fans and creates motivation for consumption (Oats, 2009). With some background information revealed on fantasy sports and message boards, an examination of these two interactive technologies and their influence needs to be examined to see if these two outlets change consumption habits.

Fans have a unique relationship with teams and athletes where specific alliances are formed that influence future consumption decisions (Drayer et al., 2010). Because of this, and the explosion of the Internet, sport consumers are forming stronger attachments than ever before. Examples of this can be seen through fantasy sports where research by Farquhar and Meeds (2007) has revealed five types of fantasy player: casual players, skilled players, isolated thrill seekers, trash talkers and formatives. Casual players were fantasy members who averaged 3.31 years of participation, spent around $0-$20 annually and devoted one to two hours per week in fantasy sports (Farquhar & Meeds, 2007). Furthermore, casual players most common motivation for playing was surveillance. Surveillance was described as information gathering, working with statistics and staying in touch with real-world sports (Farquhar & Meeds, 2007). A statement from a casual player suggests that fantasy sports have made their interest in real-world sports grow, even though they dont spend any money or excessive time doing it (Farquhar & Meeds, 2007, p. 1217). Skilled players were fantasy members who averaged 4.5 years of participation, spent $12$50 annually and devoted four to five hours per week in fantasy sports (Farquhar & Meeds, 2007). Skilled players were highly involved in fantasy sports, and they appeared to get more out of fantasy sports when they put in more time and money (Farquhar & Meeds, 2007). Their main motivations were regard and involvement. Regard referred to the measurement of attitude by the fantasy sport user and involvement referred to time and money spent (Farquhar & Meeds, 2007). Isolated thrill seekers were fantasy members that averaged more than five years of participation, spent on average $0-$20 annually and devoted one to two hours per week on their fantasy (Farquhar & Meeds, 2007). Isolated thrill seekers main motivation was escape, which

was described as a users mentality to get away from daily rituals such as work, school or any other environment (Farquhar & Meeds, 2007). Trash talkers were fantasy members who averaged nearly 3.5 years of participation, consumed one to two hours per week on their fantasy and spent $0-$20 annually (which was the lowest sports expenditure bracket). Trash talkers had high regard for their participation in fantasy sports, but were mainly motivated by arousal. Arousal was described as participating for the thrill of victory, which needed to be pursued with the thought of the next victory being just around the corner (Farquhar & Meeds, 2007). As stated by a trash talker in Farquhar and Meeds (2007) study: I have a lot of fun sitting around trash talking after a good week and I only play free games. It really helps me pay attention to real-world sports so I can succeed in the fantasy game (p. 1221). Formatives, the last mentioned group, were fantasy players who averaged two years of participation, spent $20-$30 annually and averaged two to three hours per week on fantasy sports (Farquhar & Meeds, 2007).Their two strongest motivations were surveillance and arousal. Formatives enjoyed the information and statistics that drive the scoring in fantasy sports as well as the thrill of victory (Farquhar & Meeds, 2007). However, formatives were contradictive in their analysis of fantasy sports, suggesting that it was harmless but also potentially addictive in nature (Farquhar & Meeds, 2007, p. 1223). Because of their consistent contradictions, these fantasy users were labeled as formatives. Since sport consumers are attaining specific roles within interactive media, it provides valuable evidence that fantasy sport creates motivation from its users (motivation is essential for consumption to increase). It should also be noted that these motivations are different from the

four primary online consumption motivations described by Hur et al. (2007) which were researching, communicating, surfing and shopping. Sport consumers main motivations for online use are convenience, information, diversion, socialization and economic motive (Hur et al., 2007). Convenience refers to sport consumers motivation to purchase a desired product and obtain sports information in a convenient way, regardless of place and time (Hur et al., 2007). Information refers to sport consumers motivation to gain sport-related knowledge through the Internet (sports consumers have a need to gain up-to-date information regarding sport teams, players, products, and current trends of sport business). Diversion refers to sport consumers desire to escape day-to-day boredom and stress, thus seeking pleasure, fun, or enjoyment via the Internet (Hur et al., 2007). Socialization refers to sport consumers desire to develop and maintain human relationships through the Internet by sharing experiences and knowledge with others who have similar interests (Hur et al., 2007). And economic motive refers to sport consumers desire to save or make money, bargain efficiently, and obtain free products via the Internet (examples of rewards which were given out for winning a fantasy league on ESPN.com include a trip to Hawaii for the NFL Prow Bowl, a big screen TV, and video games from Electronic Arts) (Oats, 2009). These motivations suggest that the Internets interactivity and personalization, which are inherently different from traditional print and broadcast media, help sport consumers move from light media consumption to much heavier media consumption (Farquhar & Meeds, 2007). Hur et al. (2007) also suggest that sport consumers use the Internet to visit sports related Web sites not only to purchase sports products, but also to obtain sports related information and enjoyment (p. 522). This coincides with other research previously stated suggesting that sports consumption comes on behalf of motivation for knowledge, social interaction, escape and

economic motive, which reinforces Drayer et al. (2010) finding that fantasy football participation helped create new avenues of consumption. Furthermore, Prescott (2007) found out through a survey that that 55% of fantasy users said that they watch more sports on TV because of their involvement in fantasy leagues, and they are much more likely to go to professional sports games than the average American (Prescott, 2006, p. 1). This resulted in the NFL having its best brandbuilding tool within the last five years (fantasy sports). Fans around the world were watching the NFL more intently than ever (Drayer et al., 2010). This clearly shows that the fantasy sports player that is highly involved in this leisure activity creates a new type camaraderie never before seen by researchers (Prescott, 2006). Another type of instrument used to measure the motives of sport consumers is the Motivation Scale for Sport Consumption (MSSC), which assesses nine motives: achievement, acquisition of knowledge, aesthetics, drama/eustress, escape, family, physical attractiveness of participants, the quality of the physical skill of the participants, and social interaction (James & Ridinger, 2002, p. 262). Because of this instrument, it allowed researches to examine similarities and difference between male and female sports fans. A result of this test indicated that males and females were equally likely to report being sports fans, even though men spent more time discussing sports, watching it on television, and possessed more knowledge (James & Ridinger, 2002). Also, the study suggested that females seemed more likely to be a sports fan for social reasons, which included attending games and enjoying the ability to cheer and watch the spectacle with friends and family (James & Ridinger, 2002). From these findings, we can assume that there are significant differences to which males and females think of themselves as sport fans. This however does not inhibit either from consuming sport at a lower level. If anything, it

suggests that womens participation in sport is rising, thus sport consumption from interactive media is also. Fantasy sports have allowed contemporary sport fans a variety of consumption opportunities that have not previously existed. Thus far, positive associations of consumption habits have been remitted. For a thorough investigation of fantasy sports, its indicative to look at the negative aspects associated with this interactive media. Despite the significant increase in media consumption, for a vast majority of users, the involvement of fantasy sports did not affect consumption of NFL related products (Drayer et al., 2010). This relates to the buying of licensed football jerseys, licensed helmets, licensed jackets, licensed hats, and other memorabilia sold in the NFL market. Fantasy sports also had a negative impact on NFL game attendance. Where the league is seeing record-breaking television rates and shares, attendance is down and blackouts are increasing (In 2005, the NFL reported 17 million fans attended games, while their television viewing audience was over 25 million) (Drayer et al., 2010). There was a recent study done by Nesbit and King (2010) which found fantasy sports to increase game attendance, but consistency wasnt a strong point within the research. It was suggested that future studies are clearly needed to quantify the monetary impact of fantasy sports on the NFL (Nesbit & King, 2010). From this statement, you cannot assume that fantasy sports have increased the attendance of football fans. Other negatives associated with fantasy sports were the impact the entity had on users daily lives. Users spent additional time watching football and seeking information on players, which had a negative impact in important activities in their lives (Drayer et al., 2010). Contributing to these negative aspects were the most used fantasy Web sites by a sport consumers; Yahoo! Fantasy, CBSSportsline and ESPN Fantasy (Prescott, 2006). With these Web

sites offering extensive player analysis, video segments and statistical reports, Web sites are invoking customer satisfaction, loyalty and behavioral intensions which increase motivation that leads to increased consumption (Suh & Pedersen, 2010). This makes sport consumers make a decision between leisure activities or real-life activities, and the consumers are choosing leisure activities. The final negative association with fantasy sports is the fact that this interactive media has become another separate space for men to practice masculinity (Davis & Duncan, 2006). The top five fantasy sport games are football, baseball, basketball, hockey and automobile racing (Nesbit & King, 2010). None are female sport related. In Yahoo! Fantasy, one of the highest used fantasy Web sites, there is no offer of entry into womens fantasy sport leagues (Davis & Duncan, 2006). Davis and Duncan (2006) state that: These results demonstrate how fantasy sports are shaped and targeted toward a male demographic. Similar to the television media and their portrayals of female athletes, fantasy sport leagues neglect or ignore womens sports (p. 258). As stated earlier in the research, with the explosion of the Internet, fans are forming unique relationships with teams and athletes. These relationships create attachment and motivation for sports consumption (Drayer et al., 2010). A different type of interactive technology, message boards, unlike fantasy sports, is helping users consume on a greater level because it creates opportunities for interaction between users across different geographic regions. As suggested by Oats (2009), New media have begun to compensate for live word-of-mouth and fans now have unprecedented opportunities to communicate with the sport and each other technologically (p. 38).

An example of this can be seen between sports facilities and customers with message boards creating interaction between the two. From this, sports fans can exchange tickets with the advent of ticket exchange programs. As Smith, Pent & Pitts (1999) state, Chat rooms (another form of message board) create an opportunity for interaction between the facility and the customer or between customers. Ticket exchange, which was also uncommon, allows a visitor to buy, sell, or trade tickets with other fans (p. 32). Ticket exchange programs became available with the Internet, thus allowing a customer who buys a ticket or a personal seat license (PSL) the opportunity to sell their spot to another customer without the sport organizations influence. The sport organization does not infiltrate this process because the purchase of a ticket was already made. Sport organizations do not care who sits in the purchased seat, but wants it filled to make business look like it is prospering. An empty purchased seat is less valuable to a team than a purchased seat with a fan in it. Furthermore, message boards allow sport fans to share opinions, trash talk, or otherwise interact with other fans (Oats, 2009). This deepens the relationships between sport and fans, which is important since fans are identifying with teams and players. This is good for sport organizations, however, it blurs the line between fantasy and reality, thus fans see themselves as part of the team, so they bask in reflected glory (BIRG) after wins and cut off reflected failure after losses (CORF) (Phua, 2010). From here, fans repeat BIRGing when they go to online forums, play-by-play commentaries and other readings if their team wins and repeat CORFing (or stop consuming interactive media) when their teams lose (End, 2001). What cause these types of reactions from fans, based in theoretical terms, is Social Identification, Fan Identification, Team Identity and Loyalty. Social Identification is when individuals choose to view shows that bolster their identification with social groups important to

them (Phua, 2010). Fan Identification is when sports fans identify strongly with the team they support, striving to achieve and maintain a positive social identity, which is then achieved through intergroup differentiation (Phua, 2010). And Team Identity and Loyalty reinforce the concept that fans have a unique relationship with teams and individual athletes where specific alliances are formed that influence future consumption decisions (Drayer et al., 2010). After reading each of these theoretical concepts, it can be surmised that sport fans identify with sport so they can be accepted by certain groups, thus once sport fans are accepted by these groups a relationship is formed (or alliance) which cause the fan to have future consumption habits. Helping to increase this consumption is online media or message boards, which have the greatest effect on the association between identification and self-esteem (Phua, 2010). Furthermore, Drayer et al. (2010) describes it best by stating: Team identity and team loyalty have a positive impact on consumer behavior. Strengthening the relationship between fans and their teams help strengthen team identity and loyalty. In turn, this may enhance the consumption behavior of fans, making it important from a financial standpoint for sport franchises to encourage their fan base to have a strong attachment to the team (p. 130). Contrary to this, End (2003) found out that individuals who use message boards use a nickname in order to obscure their actual identity. Due to the anonymity produced by the Web site, fans are less concerned about self-presentational motives and more likely to express their actual attitudes towards their team, regardless of whether their feelings are positive or negative (p. 135). This is an interesting statement in that it posses opposition to the theories provided by Phua (2010) and Drayer (2010) et al. With these message boards allowing individuals to claim anonymity, a true alliance cannot be formed between these groups. If true alliances arent formed

online, then relationships between the fans and their teams do not have the opportunity to grow stronger, which results in lower assumed consumption behaviors. Nonetheless, message boards are successful because they allow sport fans the opportunity to converse with other sport fans, which in return gives them more information about their favorites teams they cannot get anywhere else (Clavio, 2008). This correlates with one of the main factors of fantasy sports consumption, the need for up-to-date information. The difference between fantasy sports and message boards is the way they are consumed. Fantasy sports allow a fan the closest thing that can be found to buying your own professional franchise and becoming the teams coach, owner, and president (Oats, 2009, p. 41). All of the decisions are the fans to make. Each is supplied with all of the tools (multiple draft methods, live box scores, unlimited waivers, trades and free agency, custom team injury updates, a commissioner, league bulletin boards, sortable stats for all players, etc.) needed to build the best possible team (Oats, 2009, p. 41). Message boards allow sport fans the opportunity to join social groups were they can then BIRG or CORF depending on the result of their team that week, which then leads to the posting of messages and the likelihood of fans to gather information of their favorite teams from other fans, thus creating a way for the fan to BIRG or CORF (Clavio, 2008). Negatives associated with message boards, are different than negatives associated with fantasy sports. Message board consumption diminishes when there is a threat of security or privacy while online (Hur et al., 2007). Security and privacy is defined as sport consumers perceived risk of personal information being abused during online consumption (Hur et al., 2007). Sport fans have the ability, as previously stated, to keep private information anonymous, but once that information becomes public within a message board, it causes specific users to leave message boards and cancel the account, which could then cause a negative reaction to

message boards and lower consumption within that type of media. Examples of this occur when one user wants to put another user in their place. The sports industry is the eleventh largest industry in the United States (Smith et al., 1999). With over 190 total Web sites that have fantasy sports and 45,000 message boards, new interactive technologies are influencing the way sport fans consume (Prescott, 2006). Because message boards and fantasy sports provide customer satisfaction, positive attitudes become prevalent, which result in increased participation (Suh & Pedersen, 2010). Drayer et al., (2010) states that, Due to technology advances, the contemporary sports fan has a variety of consumption opportunities that did not previously exist. This enables them to actively engage with sports products (p. 130). This active engagement with new interactive technology (message boards and fantasy sports) can be assumed to increase sport fan consumption based on current trends and behaviors.

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