The Effects of Sport Organization Messaging Bias on Consumers: A Gender Focus

in International Journal of Sport Communication

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Damien WhitburnDeakin University, Burwood, VIC, Australia

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Chelsey TaylorSwinburne University of Technology, Hawthorn, VIC, Australia

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Paul TurnerDeakin University, Burwood, VIC, Australia

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Adam KargSwinburne University of Technology, Hawthorn, VIC, Australia

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DOI:
https://doi.org/10.1123/ijsc.2022-0055
Keywords:
sport consumer behavior; gender equality; digital media; social media; not-for-profit sport
First Published Online:
04 May 2022
In Print:
Volume 15: Issue 3
Page Range:
218–232
Restricted access

Little research has investigated gender bias of organization communications, effects of bias on consumer perceptions and intentions, and resulting behaviors. A data scrape of social media and website content and a member survey of Australian not-for-profit sporting organizations provided data for this study. Variances were identified in content and consumer perceptions of messaging, with this shown to be related to gender. Influence of consumer perceptions on satisfaction, relationship quality, behavioral intentions, and consumer behaviors was observed. This highlights that gender bias impacts perceptions of organizational communications, presenting a barrier to engagement. In addition, gender-balanced messaging was shown to lead to greater participation, increased consumption of media, longevity of tenure of sport membership, increased instances of engagement, and higher levels of volunteerism. As such, strategies displaying gender equity can assist organizational efficiency and effectiveness in addition to providing community and participant benefits.

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