To what extent can Dutch football clubs, according to visual attention, influence the daily behavior of their supporters in terms of sustainability, through social media?
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2023-07-01
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en
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Abstract
Purpose – Contributing to the debate on the possible role of Dutch football clubs on the sustainable behavior of their supporters.
Design/methodology/approach – In an experimental study with a between-group design, 65 participants were asked to look at a possible advertisement of a football club, while their eye movements were measured. Group one saw an advertisement with a player of the club they like, and group two saw an advertisement with the logo of the club they like. An additional survey revealed their attitude towards the advertisement and intention to change their behavior. For the analysis, partial least squares structural equation modelling was used.
Findings - The findings of this study indicate that the difference between advertisements does not lead to a significant change in their visual attention. Moreover, it disproves the expected role of celebrities on visual attention and the moderating role of team identification on these two. In addition, the study also reflects that visual attention, in turn, not leads to a certain attitude toward the campaign and that this attitude does not influence behavioral intention.
Research implications – To extent marketing and sustainable social media strategy literature, the findings provide new insights into the role of endorser type, visual attention, and a possible behavioral change in their daily routine.
Managerial implications – By investigating the role of endorser type, visual attention and behavioral change, marketeers of football clubs could improve their sustainability social media strategy.
Keywords – Endorser – Team identification – Visual attention – Social media strategy
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Faculteit der Managementwetenschappen