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dc.contributor.authorBlain, Ben
dc.date.accessioned2014-08-01T19:35:02Z
dc.date.available2014-08-01T19:35:02Z
dc.date.issued2014-08-01
dc.identifier.urihttp://hdl.handle.net/10464/5527
dc.description.abstractFemale sport fans make up ~40% of all North American big league sport fans. However, female sport fans make up only 20% of all fantasy sport participants. This study asked: why is there an under-representation of female participation in fantasy sports? In order to answer this question, 35 female sport fans who do not participate in fantasy sports were separated into five focus groups to provide the data necessary for this study. Seven themes emerged to explain why there is an under-representation of female participation in fantasy sports: lack of time, their friends do not play, negative associations, control versus escape, sport statistics, team versus player allegiances, and males acting as gatekeepers. Finally, four recommendations were made for those marketing fantasy sports to female sport fans: increase the overall awareness of fantasy sports, promote the social aspects of fantasy sports, streamline fantasy sports, and promote the ease of use.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectfandomen_US
dc.subjectsporten_US
dc.subjectfantasyen_US
dc.titleA Study of Female Sport Fans with Respect to Fantasy Sport Participationen_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.A. Applied Health Sciencesen_US
dc.degree.levelMastersen_US
dc.contributor.departmentApplied Health Sciences Programen_US
dc.degree.disciplineFaculty of Applied Health Sciencesen_US
dc.embargo.termsNoneen_US


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