Document Type

Article

Publication Date

9-2017

Publication Title

Sport Marketing Quarterly

Volume

26

Issue

3

Pages

140-152

Abstract

Due in part to a $200 million advertising campaign, daily fantasy sport (DFS) participation exploded in 2015. With faster payouts and unlimited lineup options, the activity has added to an already thriving fantasy sports industry. However, little is known about the distinct attitudes and behaviors that drive DFS participants. The current study examined 511 participants who played DFS-only, traditional, season-long fantasy football (TFS), and those who played both activities for motive and behavioral differences. Results indicated statistically significant motive scores differences across the groups as it relates to the factors of gambling, social interaction, and competition while escape and entertainment scores showed no difference. Media consumption differences were also found between the groups as those who played DFS in any form consumed more traditional broadcast and new media.

Comments

Authors of articles published in FiT journals may archive a PDF of their final published articles in their institution’s repository. Authors should instruct the repository to acknowledge FiT Publishing when archiving articles published in FiT journals with a formal/traditional bibliographical citation.

Copyright Fitness Information Technology, A Division of ICPE West Virginia University Sep 2017.

Original Publication Citation

Weiner, J., & Dwyer, B. (2017). A new player in the game: Examining differences in motives and consumption between traditional, hybrid, and daily fantasy sport users. Sport Marketing Quarterly, 26(3), 140-152.

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