Differences in Perceptions and Attitudes of Singaporean Female Football Fans Towards Football Marketing

Darrel Teo
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Darrel Teo: Temasek Polytechnic, Tampines, Singapore

International Journal of Asian Business and Information Management (IJABIM), 2018, vol. 9, issue 1, 23-38

Abstract: Though global, it is known that female participation in football lags behind their male counterparts. Football marketers have highlighted this laggardness as a source of growth for the clubs. However, when it comes to female fans' perspectives towards marketing practices, little is understood. Therefore, this exploratory article has been conducted to analyse the differences in fans' perceptions and attitudes towards both traditional and social media marketing. The article shows that Singaporean female fans can be separated into ‘hot' (avid) and ‘cool' (casual) fans. These two groups exhibit both similarities and differences in perceptions and attitudes towards different parts of traditional and social media marketing. The findings reveal that social media is the preferred channel of football consumption even if its potential has not been tapped fully. For now, it is best to construe social media marketing as a platform which enhances traditional marketing.

Date: 2018
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