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Message Boards and the Fantasy Sport Experience

Brody J. Ruihley and Robin L. Hardin

Fantasy sport joins competition, sport knowledge, and socialization into one interactive sport activity. This research specifically focuses on the socialization aspects of the activity. This analysis addresses overall satisfaction in fantasy sport, future intentions to return to the activity, and reasons why fantasy sport users (FSUs) do or do not use message boards. Data were collected from 322 FSUs in a questionnaire format using quantitative-scale items and qualitative open-ended questions. The results indicate 62.1% (n = 200) of the sample using message boards in their fantasy sport experience. Reasons for their use were based on the themes of logistical conversation, socializing, surveillance, and advice or opinion. FSUs chose not to use message boards for reasons based on no interest, information, time, and alternative options. Other results indicate that those using message boards have higher overall satisfaction and future use intentions than those not using message boards. This suggests that message boards enhance the fantasy sport experience.

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The Fractured Messaging of the National Collegiate Athletic Association and Its Members in Response to COVID-19

Timothy Mirabito, Robin Hardin, and Joshua R. Pate

The sports world’s near universal moratorium in response to the COVID-19 pandemic was abrupt and unprecedented. From professional leagues to youth sports, doors were closed to competitions and events to help stop the spread of the coronavirus. The hiatus began at one of the busiest times on the calendar for sport, with the National Basketball Association and National Hockey League seasons concluding; the Women's National Basketball Association and National Football League drafts taking place; Major League Baseball's spring training nearing its conclusion; the Professional Golf Association and Ladies Professional Golf Association Tours starting their seasons; and the National Collegiate Athletic Association's marquee events, the Division-I men’s and women’s basketball tournaments, set to begin. The suddenness of the interruption was met with a need by the various sport entities to engage their public with information about their respective responses. The statements that emerged on or after March 12—“the day the sports world stopped”—were not all the same. Many of the statements, in fact, were quite different. That was especially the case with the National Collegiate Athletic Association, whose governance structure and messaging practices hindered their ability to have a uniform response. The purpose of this essay was to examine the public messaging of sport leagues and organizations and to discuss the effectiveness (or ineffectiveness) of those public statements.

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Motivation for Consumption of Collegiate Athletics Subscription Web Sites

Robin Hardin, Gi-Yong Koo, Brody Ruihley, Stephen W. Dittmore, and Michael McGreevey

The growth of the Web has had a tremendous impact on how information is disseminated and shared about sports. Research has shown that consumers use media to satisfy a variety of needs and desires, has examined online sport media consumption, and the use of online sport media. But there has been no examination of the motivating factors behind subscription based online media, in particular, paid content sites and message boards. This study explored the relationships of motives, perceived value, and hours in usage per week. Five motives were verified through a confirmatory factor analysis. An examination of the usage characteristics of the respondents demonstrates a loyal and active user. This is important for the site administrators in that the subscribers are using the site as a “go to” destination and not merely something to peruse during their leisure time. The site is acting as an entry point onto the Web.