Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

Yousaf Anish (), Bashir Makhmoor and Amin Insha
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Yousaf Anish: Lovely Professional University Phagwara (Punjab), India
Bashir Makhmoor: Lovely Professional University Phagwara (Punjab), India
Amin Insha: Baba Ghulam Shah Badshah University Rajouri (J&K), India

Management & Marketing, 2015, vol. 10, issue 4, 330-340

Abstract: The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Group Affiliation and Aesthetics while Gender has a significant impact on Group Affiliation, Eustress as well as on level of identification with sport. These findings have implications for sports marketers of different sporting events involved in marketing of sports related activities to enhance their marketing practices. The results of the current study are of interest for physical education departments of large private Universities which can use them to promote their sports events at a large scale. The last section of the study discusses the results in detail followed by directions for future research.

Keywords: aesthetics; eustress; fans; group affiliation; spectator; sport consumption; sport motivation; self-esteem; sports marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:10:y:2015:i:4:p:330-340:n:5

DOI: 10.1515/mmcks-2015-0022

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