Honors College Theses
Publication Date
5-7-2024
Major
Sport Management (B.S.)
Document Type and Release Option
Thesis (open access)
Faculty Mentor
Dr. Gregg Rich
Abstract
Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served as the sample population. Findings confirmed that humor and fandom have statistically significant and positive effects on Consumer Perceived Value (CPV). Based on these findings, merchants of team-licensed apparel should consider incorporating the extrinsic cue of humor into their social media advertisements, targeting the team’s most ardent fans.
Recommended Citation
Martin, Conner, "Effects of Humorous Language in Social Media and Fandom Levels on Sport Consumers’ Merchandise Value Perceptions" (2024). Honors College Theses. 986.
https://digitalcommons.georgiasouthern.edu/honors-theses/986
