ABSTRACT

Research question

This paper aims to investigate the ways in which value is disrupted in contemporary football fandom, in a context of increasing commercialisation and marketisation. Focusing on football fans’ perceptions of value across platforms, this research explores how negative experiences are compensated to recover value.

Research methods

The study adopts a multi-method triangulation approach, using an online discussion forum and in-depth interviews. The sampling frame consists of football fans (Stage 1 n = 20, Stage 2 n = 20) and participants engaging in fandom activities across a variety of platforms and spheres.

Results and findings

Perceptions of value among football fans and how it may be disrupted relates to a number of factors, for example, when actors are considered to be ‘locked out’ of physical platforms within joint value co-creation spheres (e.g. stadiums). Fans show that they can compensate to deal with disruptions and recover value for themselves as well as other fan actors on different platforms. Importantly, this study develops an understanding of why fans are not always consistent in their actor role/s.

Implications

From a sport management perspective, understanding football fandom using this lens is important, as it explains not only how customer-to-customer value co-creation can be facilitated, but also how value recovery can be individually and collectively compensated. Ways in which the level of participation in the football market can be managed are proposed, as well as suggestions for how key factors known to compensate experiences can be differentially communicated across a diversified target audience.

中文翻译：

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足球迷的价值如何受到破坏，以及球迷的反应

摘要

研究问题

本文旨在研究在日益商业化和市场化的背景下，当代足球迷中价值被破坏的方式。着眼于球迷对跨平台价值的认识，本研究探讨了如何补偿负面经历以恢复价值。

研究方法

这项研究采用多方法三角剖分的方法，使用了在线讨论论坛和深度访谈。采样帧由足球迷（第1阶段Ñ  = 20，第2阶段Ñ  = 20）和参与者迷活动跨各种平台和球体接合。

结果与发现

足球迷对价值的感知以及它如何被破坏与许多因素有关，例如，当认为演员被“锁定”在共同价值共创领域（例如体育场馆）内的物理平台之外时。粉丝表明，他们可以补偿自己，也可以为自己以及在不同平台上的其他粉丝行动者争取到价值。重要的是，这项研究使人们理解了为什么粉丝在演员角色上并不总是一致的。

含义

从体育管理的角度来看，使用这种镜头来理解足球迷很重要，因为它不仅说明了如何促进客户对客户的价值共创，而且还说明了如何分别和集体补偿价值回收。提出了管理足球市场参与水平的方法，并提出了关于如何补偿已知经验的关键因素如何在多样化的目标受众中进行差异化沟通的建议。