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Segmenting initial fans of a new team: a taxonomy of sport early adopters

机译：细分新团队的初始粉丝：体育早期采用者的分类

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ABSTRACTMarketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n= 1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.
机译：摘要营销人员对新产品的第一批购买者感兴趣，因为它们在推动更广泛的社区采用方面具有重要作用。鉴于人群和社交网络对于增加娱乐体验价值的重要性，对于新的娱乐产品（尤其是新的或已迁移的运动队，必须迅速建立球迷联系和忠诚度），尤其如此。球迷出于多种原因选择与运动队联系；但是，很少考虑在新团队的背景下开发粉丝。本文研究了扩张团队的就职粉丝之间的多样性和相似性。一个大样本（n = 1724）被分为五个部分，揭示了每个部分在品牌联想，满意度，识别度和参与度方面的变化。通过分析表征消费者如何与新团队联系的关键维度（关系标识符），作者在新运动团队的背景下提供了有关消费者性质的新见解。此外，发现这五个细分受众群是截然不同的同类人群，它们之间有足够的差异，可以保证采用不同的营销方式来实现忠实的长期粉丝。

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