Motivation for women’s football: a competing scales study
A summary of the research:
The article "Motivation for Women’s Football: A Competing Scales Study" compares different scales used to measure the motivations of sports fans, specifically in the context of women's football. The study collected survey responses from Brazil and the USA to compare three prominent scales: the Sport Interest Inventory (SII), the Sport Fan Motivation Scale (SFMS), and the Motivation Scale for Sport Consumption (MSSC). It found that the SII scale was the most effective in predicting key outcomes like purchase intention, fan identification, and interest in women’s football. The study emphasized that supporting women’s opportunities in sports was a primary motivation for fans, particularly in women’s football.
The research highlights that the SII scale is better suited to measuring fan motivations because it addresses specific factors related to women's sports, such as gender equality and social change. The results also suggest that sports managers and marketers can use insights from the SII scale to refine strategies, improve fan engagement, and promote the commercial growth of women's football.
Key Takeaways:
SII scale is most effective: The Sport Interest Inventory (SII) demonstrated the highest predictive power for variables such as purchase intention and fan identification.
Supporting women's opportunities: The main motivation for fans of women's football is supporting gender equality and opportunities for women in sports.
Strategic implications for marketing: Understanding fan motivations can help teams and brands develop targeted marketing efforts to enhance engagement in women’s football
Authors: Anderson Filipe Rosa, Otávio Bandeira de Lamônica Freire, & Murilo Lima Araújo Costa
You can read the entire article here.
