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

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...

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Veröffentlicht in:International journal of sport communication 2016-12, Vol.9 (4), p.440-459
Hauptverfasser: Eddy, Terry, Reams, Lamar, Dittmore, Stephen
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container_end_page 459
container_issue 4
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container_title International journal of sport communication
container_volume 9
creator Eddy, Terry
Reams, Lamar
Dittmore, Stephen
description 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.
doi_str_mv 10.1123/IJSC.2016-0077
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