The Resource The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams, by Andrea Weed

The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams, by Andrea Weed

Label
The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams
Title
The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams
Statement of responsibility
by Andrea Weed
Creator
Contributor
Author
Thesis advisor
Subject
Genre
Language
eng
Summary
This study applies contingency theory to analyze how effective promotions are at increasing attendance and facilitating fan engagement. Contingency theory framework assumes there is neither a best way to organize nor is any strategy equally effective (Galbraith, 1973; Shank & Lyberger, 2014). This is consistent with the results from this study, as there were significant findings but no clear or definitive answers. This study utilized an online survey of MLB consumers ages 18 or older that attended a game during 2014 or 2015, within 150 miles of an MLB ballpark, and without season tickets (N = 382). Scale psychometrics for identity antecedents and motivations was used to analyze areas of fan engagement. Multiple linear regression equations were completed, indicating that the effect of external contingencies on willingness to attend games varies within levels of fan engagement, and appeal of game-day promotions varies within levels of fan engagement. A comparison of means also found that effect of promotions on willingness to attend games does not vary within promotional categories. The findings support contingency theory and provide important implications for next-step strategies for scholarship and industry
Cataloging source
MUU
http://library.link/vocab/creatorName
Weed, Andrea
Degree
M.A.
Dissertation note
Thesis
Dissertation year
2015.
Government publication
government publication of a state province territory dependency etc
Granting institution
University of Missouri--Columbia
Illustrations
illustrations
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
  • theses
http://library.link/vocab/relatedWorkOrContributorName
Frisby, Cynthia M.
http://library.link/vocab/subjectName
  • Contingency theory (Management)
  • Baseball
  • Baseball
  • Baseball fans
Label
The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams, by Andrea Weed
Instantiates
Publication
Note
  • "A Thesis presented to the Faculty of the Graduate School at the University of Missouri--Columbia In Partial Fulfillment of the Requirements for the Degree Master of Arts."
  • Thesis supervisor: Dr. Cynthia Frisby
Bibliography note
Includes bibliographical references (pages 44-47)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
958426226
Extent
1 online resource (vii, 90 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)958426226
Label
The effect of game-day promotions on increasing game attendance and fan engagement for major league baseball teams, by Andrea Weed
Publication
Note
  • "A Thesis presented to the Faculty of the Graduate School at the University of Missouri--Columbia In Partial Fulfillment of the Requirements for the Degree Master of Arts."
  • Thesis supervisor: Dr. Cynthia Frisby
Bibliography note
Includes bibliographical references (pages 44-47)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
958426226
Extent
1 online resource (vii, 90 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)958426226

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