6533b839fe1ef96bd12a5879

RESEARCH PRODUCT

L' analyse des préférences des téléspectateurs extraterritoriaux dans le football : application au public de deux régions marocaines

subject

description

The globalization of football as entertainment and the changes in media have generated the development of a new category of public: international viewers. Understanding their behavior proves to be an important research topic for the marketing of federations, leagues and professional clubs. The research is focused on understanding the preferences of international viewers who follow football games in the media. From a theoretical point of view, the conceptual model and the hypotheses have been constructed based on an experimental approach to marketing and the identification process of social psychology. The research model focuses on Moroccan viewers watching two Spanish teams Real Madrid and FC Barcelona on television. It has been tested qualitatively (20 subjects) and quantitatively (903 subjects). Moreover, the influence of other cultural variables has been incorporated. These are the historical connection and geographical proximity to the supported team, and sporting variables: based on playing style, best player and wins to explain the preference for one of the two teams. The results have shown that the preference of Moroccan viewers is above all linked to: [1] the process of identification, [2] the historical connection and geographical proximity to the team, as well as [3] the sporting variables: playing style and wins. These results are important to the development of professional clubs. The sponsors’ understanding of the expectations of the foreign consumer segment enables managers and professional clubs to seek appropriate strategies and solutions to satisfy: the spectators, both ex-patriot and international.