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.