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Determining the significant statisti...

Jean-Francois, Jazmine.

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Determining the significant statistical relationship between NBA fantasy and video game participation and the consumption of NBA-related products and services.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Determining the significant statistical relationship between NBA fantasy and video game participation and the consumption of NBA-related products and services./
作者:	Jean-Francois, Jazmine.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
面頁冊數:	119 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.
Contained By:	Dissertation Abstracts International78-07A(E).
標題:	Sports Management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10252135
ISBN:	9781369478365

Determining the significant statistical relationship between NBA fantasy and video game participation and the consumption of NBA-related products and services.
Jean-Francois, Jazmine.

Determining the significant statistical relationship between NBA fantasy and video game participation and the consumption of NBA-related products and services. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 119 p.

Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.

Thesis (D.B.A.)--Capella University, 2016.

Sports organizations are continuously faced with the issue of fan retention as leisure dollars are becoming increasingly more difficult to capture. The use of fantasy sports and sports video games as a marketing tool has the potential to assist sponsors, sports organizations, athletes, and video game producers in reaching their target consumers and maintaining their fan base. While there is scholarly research that supports the theory of sports fantasy and video games as a complement to professional sports, there is a lack of evidence supporting this claim beyond that of football and baseball to other professional sports. This dissertation begins the research into whether or not sports fantasy and video games have a significant relationship to the consumption of the National Basketball Association (NBA) products and services. A quantitative research method was chosen and an online survey was distributed to NBA fans within the United States. The sample consisted of 395 NBA fans, of which 132 were NBA fantasy and video game players and 263 were non-players. The research assisted in identifying the level of fantasy and video game participation among NBA fans as well as the evaluation of the consumption differences between NBA fans that are fantasy and video game players compared to non-players. The findings revealed a significant difference between players and non-players related to their consumption behavior. NBA fantasy and video game players displayed higher levels of live game attendance, TV viewership, media consumption outside of television and merchandise spend.

ISBN: 9781369478365Subjects--Topical Terms:

2122869
Sports Management.

Determining the significant statistical relationship between NBA fantasy and video game participation and the consumption of NBA-related products and services.
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