TY - JOUR
T1 - An analysis of spectator motives and media consumption behaviour in an individual combat sport
T2 - cross-national differences between American and South Korean mixed martial arts fans
AU - Kim, Seungmo
AU - Andrew, Damon P. S.
AU - Greenwell, T. Christopher
N1 - Publisher copyright:
© 2009 by Winthrop Publications Limited
PY - 2009/1
Y1 - 2009/1
N2 - 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.
AB - 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.
KW - Mixed Martial Arts
KW - spectator motives
KW - event marketing
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-70349196348&doi=10.1108%2fijsms-10-02-2009-b006&partnerID=40&md5=c7f7b38b2ce3c7d2bb9f7435b3ebc974
U2 - 10.1108/IJSMS-10-02-2009-B006
DO - 10.1108/IJSMS-10-02-2009-B006
M3 - Article
SN - 1464-6668
VL - 10
SP - 157
EP - 170
JO - International Journal of Sports Marketing and Sponsorship
JF - International Journal of Sports Marketing and Sponsorship
IS - 2
ER -