Interest in Sports – A Marketing Research Approach in Discovering Predicting Factors

Abstract

The need for more physical activity and sports involvement is an objective on which multiple stakeholders have an interest and there is an ongoing debate around tips that can help us achieve such an objective.In this context, the current paper adds on the discussion by bringing into attention predicting factors like three personality traits (extraversion, openness, and conscientiousness) and lifestyle features for three different types of involvement in sports (exercising, watching sports on TV, and attending live sports events).The research results point to certain patterns of predicting factors, patterns that later can be used in order to develop personalized and targeted measures for better outcomes in building marketing campaigns and interventional policies in raising sport interest.

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