Market segmentation of football fans in Poland

Kościółek, Szczepan; Nessel, Karolina

doi:10.4324/9780429264344-8

Cited by 2 publications

(2 citation statements)

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“…Thus, CON-2 measured generating word-of-mouth marketing. All consumption variables have already been used in the literature on sports management (Gray & Wert-Gray, 2012;Kościółek & Nessel, 2019). each person who invested in Wisla (regardless of which campaign) received an email from the club's address with a request for participation in the research.…”

Section: Methodology Measurementmentioning

confidence: 99%

Untitled

2022

JEMI

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The JOURNAL OF ENTREPRENEURSHIP, MANAGEMENT AND INNOVATION is an interdisciplinary, double blind-reviewed journal, emphasizing theoretical and empirical articles in entrepreneurship, management, innovation and related fields. The journal is published both in printed form and on-line at www.jemi.edu.pl. THE ENTREPRENEURSHIP AREA OF THE JOURNALThe entrepreneurship area of the journal covers the three major topics: 1) venture creation and small business, 2) the impact of entrepreneurship on economic growth including local and regional development, and 3) entrepreneurial attitudes and motives. We invite original papers of theoretical and empirical nature, rooted in the disciplines of economics, management, sociology, political science, and psychology. The interdisciplinary research is encouraged to assure a comprehensive approach to the topics discussed and to advance both theory and practice. THE MANAGEMENT AREA OF THE JOURNALManagement, as a thematic scope of the journal, focuses on theoretical and empirical considerations of various areas, such as: strategic management, operation or production management, human resource management, information and management, contemporary management problems, new methods and management tools, new forms of organization and management, new threats in management, or new challenges in the organization's environment. THE INNOVATION AREA OF THE JOURNALThe innovation area of the Journal's focus will emphasize a broad range of topics and approaches, including (but not limited to): 1) role of private and public sector in development and diffusion of innovations, 2) product, process and business model innovations, 3) profiles of innovative products, structures and processes, aimed at improving management practice and providing inspiration for entrepreneurs, 4) comparative analyses of national, regional policy or sector issues, such as R&D trends, patents, citations etc., 5) theoretical work on economic, organizational and scientific aspects of innovation, encouraging the search for inspirations from various disciplines, including natural sciences, arts and humanities. THE ENTREPRENEURIAL FINANCE AREA OF THE JOURNALThe entrepreneur or entrepreneurial firm, the institutions providing finance to the entrepreneurs, and the different types of financial sources used by the entrepreneurial firms or investors. Among the areas of our special interests might be enumerated: accounting and corporate finance, financial market as a background for SME development, entrepreneurial finance, regulatory and supervisory aspects related to corporate finance.

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Section: Methodology Measurementmentioning

confidence: 99%

Untitled

2022

JEMI

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Section: Methodology Measurementmentioning

confidence: 99%

Heterogeneity of motivations among crowdinvestors: Evidence from the football industry

Kościółek¹

2022

JEMI

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PURPOSE: As the issue of the motivations of crowdinvestors is still heavily debated, empirical research has come to focus on specific industries and the heterogeneity of motivations within specific crowdfunding models. This study combines these two perspectives and considers the research question of the heterogeneous motivations of football club crowdinvestors. The aim of the study is to segment the football club crowdinvestors according to investment motivations. METHODOLOGY: In this study, the survey research method was used for a sample (n = 793) of crowdinvestors from the Wisla Krakow football club, and a two-step motivation-based segmentation approach was applied. The convenient sampling method was used as the club distributed the surveys electronically among all its crowdinvestors in July 2021. A cluster analysis, including Ward’s method with Euclidian distance and the non-parametric k-means method, was applied to segment the market. Differences between segments were assessed with chi-square tests for qualitative variables and Kruskal-Wallis H tests with Dunn’s post hoc tests for quantitative variables. A discriminant analysis successfully validated the segmenting procedure. FINDINGS: The crowdinvestors of football clubs were divided into three market segments: benefit-oriented (50.7%), club-oriented (45.3%), and goal-oriented (4.0%). This clustering solution was influenced by all of the previously identified motivations: fan identification, supporting a campaign’s cause, status of football club owner, rewards, and return on investment. The segments were also differentiated according to consumption-related behaviors (media consumption, word-of-mouth marketing, merchandise purchases, match attendance, and social media engagement) and socio-demographic profiles (age, marital status, income, and place of residence). With the exception of the goal-oriented niche, crowdinvestors of football clubs are fans who are highly identified with the club and focused on supporting the cause of the campaign. However, some of them (“benefit-oriented”) are more sensitive than others to the return on investment, rewards, and status that comes along with club ownership (“club-oriented”). Benefit-oriented crowdinvestors consume the club’s products to the greatest extent, while goal-oriented crowdinvestors are on the opposite side of the spectrum. IMPLICATIONS: Based on self-determination theory, no cluster with a predominance of extrinsic motivations was found. These results are in opposition to most crowdfunding studies, but are in line with sport management literature. Importantly, evidence was found showing that groups that are homogenous in terms of crowdinvestment activity can still be heterogeneous in terms of crowdinvestment motivations. This insight shows that crowdinvestment motivations should be considered in more detail than they have been in the past. The assumptions of the multi-needs-meeting phenomenon of crowdinvesting in football clubs were also confirmed. These outcomes provide sports managers with information about market segments of crowdinvestors that they can use to communicate their crowdfunding campaigns more effectively. ORIGINALITY AND VALUE: This study is the first to present the research-tested heterogeneity of investment motivations among football club crowdinvestors. It shows the instability of research results that focus on entire crowdfunding models and ignore the industry-related specificities and internal diversity of crowdinvestors. Moreover, it extends the area of research on fan investors in the football industry, which has, until this point, focused on investment motivations without taking their internal heterogeneity into account.

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Market segmentation of football fans in Poland

Cited by 2 publications

References 1 publication

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Heterogeneity of motivations among crowdinvestors: Evidence from the football industry

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