Inside the Sport Experience: Rise of the Quantified Smart Fan
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Transcript of Inside the Sport Experience: Rise of the Quantified Smart Fan
Rise of the Quantified Smart
Fan
Inside the Sport
Experience
Media Psychologist // Experience & Engagement // Sports Media ∙ Consumer Identification ∙ AR-VR
Tunisha J. Singleton, PhDA Dissertation presentation by
“Sports have drawn people together to cheer for their heroes for as long as there has been a record of human activity. Sports have been seen to rival religion in the power to unify diverse populations, and in some cases have sparked positive social movements that carry over to the worlds of business and government.” Jeremy Jacobs, Owner, Boston Bruins
AbstractWhile being a sports fan is not a new concept, what has changed are the ways in which we identify with and experience sport. The integration of social media has made fan engagement much more personal and intimate, stimulating team identification through new patterns of digital media consumption.
Quantified Smart Fans are highly connected, empowered consumers who lifelog their fandom and acquire knowledge through tracking technology. Self-extensions with sport create a networked experience, giving consumers the quantifiable data needed to boost and support their identity. As a global industry embedded in human culture, sport continues to be at the forefront of media innovation with significant implications on the world of business, branding, and technology.
While stat lines and box scores make up every sporting event, the overall experience is greater than the game.
Kansas vs Missouri college football game via Western Union Telegram
1911
Induction of the “sports page” into newspapers
1870s
Evolution of Sport Media Consumption
First TV coverage of sports - 1936 Summer Olympics
1936
United States first TV sporting event - college baseball game Columbia vs Princeton
1939
Heavyweight boxing fight between Johnny Dundee and Johnny Ray via radio
1921
Birth of ESPN going to 24/7 television programming
1979
2016
First color television sports programming – Tennis Davis Cup Match between United States and Australia
1955
First professional sports game streamed live on social media; 360 video; virtual reality
Current State and Theory Applications
The Smart Fan
Simple consumer Smart FanSmart Fans are newly empowered consumers who take advantage of the expanded opportunities provided to them by social and digital media outlets. A contemporary, modish user who is always connected and looking for more ways to quantify, track, and share pieces of their identity.
EmpoweredVested in content
Quant ifiedLifelogging w/tech
Authent icNonstop activity
ConnectedContemporary User
Team Identification
High self-esteem
+Social connection
+Psychological Support
- Rates of depression/anxiety/loneliness
Digital ContextEmotional Context
Mental Market in Sports
- Consumption Patterns - Devices
- Multiple Screens- Expectations
- Media Behaviors - Motivation
- Connection- Belonging
- Purchase Patterns- Goals- Values- Needs
Social Media Practices
Computer-Mediated Communication
Fans
Express personal/soci
al identity
Interaction w/likeminded
others
Athlete direct address
Group recruitment
Athletes
Self-reporting
Fan interaction
Personal/political
Branding/Self-
promotion
Immersive Media (VR/AR/360) Practices
Consuming content to fit a lifestyle
Premium viewing
experience
Unprecedented
control of game/even
t
Active viewing is
greater than
passive viewing
Streaming audience is growing & generation
al
SENSUALSensory engagement relates to the immediate feeling one has to a particular situation (McCarthy & Wright, 2004).
EMOTIONALEmotions are qualities of a particular experience (Dewey, 1938) acting as a color palette that holds all aspects of a situation together.
COMPOSITIONALLooking at the relationship between parts and the experience as a whole (McCarthy &Wright, 2004).
SPATIO-TEMPORALSpatio-temporal thread concerns the space and time qualities of an experience (McCarthy & Wright, 2004; Bakhtin, 1984, 1990, 1993).
4 Threads of an Experience
Experience Economy
“In the Experience Economy, companies should realize that they must make memories (and not goods) and create the stage for generating economic value (and not delivery services).”
B. Joesph Pine IIJames H. Gilmore
CONTINUANCE NORMATIVEAFFECTIVEWANT NEED SHOULD
Components of Commitment
Identity Utility•Represents a fulfillment of Self through a series of supportive behaviors and activities meant to satisfy the attitudinal and behavioral commitment fans have to a team, player or organization.
AffectiveCustomer Recruitment
Stronger Loyalty
Continuance Product Utilization
Resilience to Negative Information
NormativeCompany/Product
Promotion
Willingness to Invest in Company Shares
Behaviors of Identity UtilityCategorized within Components of Commitment
Procedures and Findingss
Build Questionnaire
N=89, http://bit.ly/sportexperience
Collect Data Code and Analyze
6 parts, 29 questions, 7 point scale, multiple choice, open ended
Import into SPSS, code variables, One-Way Anova test, report
findings
Procedures
Dependent
Variables
Affective Continuance
Normative
Sport Experienc
eLoyalty
Independent
Variables Social
Media Use (SMU)
Fandom Level
HIGH SMU
↑ Well-being
↑ Loyalty
↑ Group membership
↑ Obligation to promote
Predictors of high social media use (SMU) for self-reported sport
consumers
FAN-TO-
COMMUNITYFAN-TO-
SELF
FAN-TO-ORGANIZATION
SELF-SPORT EXTENSIONS
SOCIAL INFLUENCER
CORPORATE INFLUENCE
R
Social Media Tools
Fan Forums/Podcast
Fantasy Mass Media VR/AR
Events
Smart Venues
Avatars/Presence
Online Streaming
Second Screens
TECHNOLOGICAL MOMENTUM
Affective Attachment
ContinuanceCommitment
NormativeCommitment
Experiential Ecosystem
Sport ExperienceSocial media and immersive content represents a turning point in sport media consumption
The sport experience is no longer storytelling, but story living
Racial, geographical, socioeconomic status information
Team/franchise abandonment, displaced fans
Deep dive correlations between gender and consumption, representation and technology use
Future Research