来源吸引力和来源可信度在曲棍球广告中的作用:一项少数民族运动

Aaron Gazley, Jamie Coombes
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引用次数: 0

摘要

研究目的:本研究旨在探讨新西兰曲棍球这一少数群体体育运动在多大程度上可以利用来源吸引力和来源可信度(或体育运动中的技能)来制定有效的营销战略,因为与 "主要体育运动 "相比,少数群体体育运动的参与率和收视率较低,因此很难产生资本,赞助支持也很少。通过了解来源吸引力和来源可信度在曲棍球等少数民族体育运动中的作用,可以更有效地向目标受众投放广告。我们还考虑了针对冰球运动员和非运动员的广告之间的差异。这是首次考虑这些问题的研究。设计/方法/途径在推广曲棍球运动的广告中,通过实验设计制作了四则广告,对来源可信度和来源吸引力这两个变量进行了操作。结果结果表明,身体吸引力和技能(可信度)的混合提高了人们对广告的态度。结果表明,身体吸引力和技能(可信度)的结合提高了人们对广告的态度,从而产生了观看和玩曲棍球的积极意愿。当受访者被分为曲棍球运动员和非曲棍球运动员时,只有技能对曲棍球运动员有效,而技能和吸引力对非曲棍球运动员都有效。此外,了解男性模特是否也能产生同样的效果,也是进一步研究的重点。如果以曲棍球运动员为目标,则需要特别突出技能。尽管这些要素可以说是 "众说纷纭",但研究结果表明,就体育广告而言,有可能以一种概括的方式描绘出这两种特质。此外,还考虑了参与体育运动的情况。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The role of source attractiveness and source credibility in advertising field hockey: a minority sport

Purpose

The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing strategy for Field Hockey in New Zealand, a minority sport Minority sports struggle to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding how source attractiveness and source credibility work in the context of a minority sport such as hockey, more effective advertising towards target audiences can be achieved. We also consider differences between advertising to players and no-players of the sport. This is the first research to consider these issues.

Design/methodology/approach

Four advertisements were created in an experimental design that manipulated the two variables: source credibility and source attractiveness, in an advertisement promoting Hockey. A survey was conducted, using an online questionnaire.

Findings

Results show that a mixture physical attractiveness and skill (credibility) increase attitudes towards the advertisement. This results in positive intentions to both watch and play hockey. When the respondents were segmented into hockey players and non-hockey players, only skill is effective for the Hockey Player segment, whereas both skill and attractiveness are effective for non-players.

Research limitations/implications

Future research should include comparing hockey to further minority sports codes. Additionally, understanding if male models created the same effects would be particularly interesting for further research.

Practical implications

Management should focus on skill, with physical attractiveness being considered, but not as the most important attribute. If targeting hockey players, skill needs to be especially visible. Even though these elements could be argued to be within the “proverbial eye of the beholder”, the results have shown that in terms of sports advertising, it is possible to portray these two attributes in a generalised way.

Originality/value

This research to focuses on source credibility and attractiveness in a minority sporting context, in particular field hockey, whereas the majority of research considers major sporting codes. In addition, involvement with the sport is also considered.

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