An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean mixed martial arts fans

Seungmo Kim, Damon P. S. Andrew*, T. Christopher Greenwell

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.

Original languageEnglish
Pages (from-to)157-170
Number of pages14
JournalInternational Journal of Sports Marketing and Sponsorship
Volume10
Issue number2
DOIs
Publication statusPublished - Jan 2009
Externally publishedYes

User-Defined Keywords

  • Mixed Martial Arts
  • spectator motives
  • event marketing

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