Abstract
This research aims to determine the typologies of basketball fans and reveal whether the variables differ according to the typologies. Criterion sampling, one of the purposive sampling methods, was used in the sample selection to determine the typologies of basketball fans. In this context, 211 fans were included in the study. The “Fan Typology Scale” was used as a data collection tool. Skewness and kurtosis values were examined to determine whether the data set was suitable for normal distribution. After examining the data distribution, a two-stage hierarchical clustering analysis was used to reveal the fan typology, and the research questions were tested with ANOVA and chi-square analyses. As a result, it was determined that basketball fans consist of three typologies. These are fanatic, classical, and social fans. When the distribution of fan groups according to typologies was analyzed, it was determined that most (43.6%) were classical, and the least (20.9%) were fanatic fans. Hooligan fans with violent tendencies did not emerge in this study conducted specifically for basketball. Considering the results that the percentage of fanatic fans with high averages in both fan behavior variables and motivations to support the team is lower in the distribution of basketball fans and that classic and social fan groups with motivations, such as entertainment and socializing rather than supporting the team are in the majority, it can be said that meeting fan expectations is a more critical factor for basketball clubs compared to football clubs.
Introduction
Fans, the locomotive of sports clubs, play a pioneering role in developing clubs. Shank (1999) states, “If the sporting event is the heart of the sports industry, the spectator is the blood that keeps this heart beating.” Fans become a driving force for their teams, especially in home matches, increasing the likelihood of winning the competition. The literature also strongly supports that the winning rates of teams in competitions played in front of their fans are considerably higher than those of away teams (Pollard, 1986; Pollard, 2005; Ramchandani et al., 2021). However, the concept of supporters has experienced an evolution today. Nowadays, fans have become the most critical source of financial income for clubs in addition to their moral contribution (Akşar, 2008; Eker, 2010; Winell, 2023). Fans can provide direct resources to the team by purchasing team products, watching the matches at the facility, or buying cable broadcasting. In addition, when it is considered that sponsorship or advertisement revenues, which are among the most important sources of income, are related to the number of fans of the club, they can also indirectly provide financial support to the club. This situation has led to the literature’s concept of fans as customers (King, 1997; Rascher et al., 2021; Tapp, 2004). Therefore, in today’s sports marketing, the understanding of “fan satisfaction is important” has developed by leaving the idea that “fans support their team under all circumstances” (Biscaia et al., 2023; Durusoy, 2000). In this context, clubs have increased fan satisfaction without ignoring different expectations.
As in other businesses, sports clubs must determine customer typologies to ensure satisfaction. Scientific studies show that fans do not consist of a single typology, the frequency of team-related behavior and interest may vary, and there are differences among fans in terms of some characteristics (Dwyer et al., 2016; Fillis & Mackay, 2014; Hunt et al., 1999; Mahony et al., 2000; Matsuoka, 2001; Quick, 2000; Samra & Wos, 2014; Shuv-Ami & Toder Alon, 2020). For example, some fans go to almost every match of their team, while others rarely go to the matches. In addition to behavioral characteristics, fans can also be differentiated from each other according to their motivation for going to the match. While the motivation of some fans is to support the team, the primary motivation of some fans may be to socialize and have fun (Dietz-Uhler et al., 2000; Kearney, 2003; Santana & Garcia-Santillan, 2023). These differences lead to the differentiation of fans from each other and the formation of typologies.
By planning separate strategies for these typologies, the fans’ bond with low loyalty to the team or different expectations can be increased. Otherwise, studies based on a single fan typology may be incomplete and inadequate, which may cause fans whose expectations are not met to move away from the team (Halıcı & Yetim, 2024). In particular, when the satisfaction of the fan types, characterized as sensitive fan groups, who come to the competitions to utilize their free time rather than supporting the team, is not ensured, this group may turn to alternative free time activities, and the possibility of breaking away from the team increases. In addition, the negativity of the competition score is also a disadvantage for clubs in ensuring satisfaction (Halıcı & Çimen, 2021; Ko et al., 2011). Considering that this situation is not directly controlled by sports clubs, fans who are not affected by the score and who come for entertainment and socializing can become fan types that clubs should not ignore.
For these reasons, it is essential to determine typologies for sports clubs. Determining general typologies to sports clubs becomes more critical for basketball clubs when analyzed on a branch basis. Especially in countries where the football branch is followed more, and the number of fans is high, basketball may remain in the background. This situation may cause basketball clubs to have a limited number of fans and make more efforts to protect the existing fans. In addition to the disadvantage of basketball’s lower popularity compared to football, some basketball teams were born within sports clubs whose primary branch is football. For example, sports clubs famous for football, such as Barcelona and Real Madrid, also have basketball teams. This situation may cause the fans attending basketball matches to be of football fan origin and the basketball halls to be empty when the competitions overlap. Due to these challenging situations, basketball clubs need to increase fan satisfaction to maintain the current limited number of fans and gain new ones. In order to achieve this satisfaction, it is necessary to determine fan typologies.
In order to reveal fan typologies within the scope of the study, the question of whether the fan typology scale, which was first developed on football fans, is also valid for basketball fans and whether these dimensions included in the measurement tool are a distinguishing element for basketball fans will be sought. In addition, within the scope of the study, we will try to determine how many clusters basketball fans consist of, their similarities and differences with the clusters that emerge specifically in football, and the distribution of basketball fan clusters.
Conceptual Framework
Fan Motivation
Team-favoring behavior can be expressed as a selection process that is not only caused by the individual’s own choice but also influenced by many factors such as the environment in which he/she was born or is located and coincidence (Rosenberg et al., 2019 as cited in Doğru et al., 2021; Eker, 2010).
When the studies on football fans in the literature are examined, it is seen that there are studies that base team support behavior on social identity theory (Dimmock & Grove, 2005; Doğru et al., 2021). Social identity theory emphasizes group processes and relationships between groups and suggests that identities depend on group membership. The basic premise of this theory is that identity is formed based on group membership. Underwood et al. (2001) explained this theory as “the essence of social identity theory is that people do not conform to ascribed categories (e.g., social class), but instead create their categories.” Individuals may try to reach the success and prestige they cannot have through team identity (Jacobson, 2003). With the social identity they acquire, fans become a part of the group by uniting with other fans and experiencing solidarity with them in the form of “we” (Phua, 2010).
The need for team loyalty may also arise from individuals’ desire to satisfy their socialization needs. Jacobson (2003) states that individuals may feel commitment to the team due to socialization motives, especially friends and family. The motive of socializing with family and friends may be more critical, especially for female fans. In addition to socialization, individuals may also become supporters to avoid being excluded by society. Social norms with sanctions such as condemnation and exclusion serve as a secret constitution in the organization of social life. Especially in male-dominated societies, being unaware of football may cause the individual to be isolated by society (Eker, 2010). Fans can support a team to relieve stress (Talimciler, 2006). Urban people can follow the matches to get rid of the routine work intensity and feel happier with the excitement and diversity brought by following the sport. Heinegg (1985) characterizes the interest in sports as “an escape from the pain of existence,” whereby the fan finds refuge from the endless maelstrom of “worldly concerns and crises” (Heinegg, 1985 as cited in Smith, 1988). Smith (1988) emphasized that spectator sports serve as a therapy that distracts people from serious problems.
Fan Typology
Studies on fans show that the frequency of team-related behavior and interest of fans may vary and that there are differences among fans in terms of some characteristics. In the literature, attendance to the match, home away, superstitious beliefs, product use, sensitivity to the score, tendency to violence, following or sharing on social media or websites, and information collection have been used to distinguish fans from each other (Dwyer et al., 2016; Halıcı & Yetim, 2024; Hunt et al., 1999; Mahony et al., 2000; Quick, 2000; Salman, 2008; Sutton et al., 1997; Wann & Branscome, 1990). These differences lead to the formation of fan typologies. It has been determined that fan typologies are ranked as low, medium and high according to the degree of team loyalty. Fans with strong loyalty to their team are labelled as fanatics, conservative, high identity, loyal, sports fanatics, and die-hard fans. These fans are those who do not experience any decrease in their loyalty to their team even if their team has been defeated for years, spend a significant part of their day following their team, collect information about a particular personality, team, league, or sport, invest financially to follow their team, and have high attendance at both home and away matches oluşmaktadır (Hunt et al.,1999; Kearney, 2003; Salman, 2008; Sutton et al., 1997; Wann & Brandscome, 1990). One of the fan typologies with strong loyalty to the team is the fan groups with a tendency toward violence. Although these fan groups have a solid attachment to their team, they also engage in behaviors that disrupt social peace as well as behaviors that support the team. These behaviors can be anti-social, destructive, or deviant and, therefore, threaten other fans. These clusters of fans are labeled as dysfunctional, moderate fans, and hooligans (Halıcı & Yetim, 2024; Hunt et al., 1999; Park et al., 2021).
Fan typologies with moderate loyalty to the team are called focused and classic fans (Halıcı & Yetim, 2024; Sutton et al., 1997). Sutton et al. (1997) stated that although these fans make financial investments such as product use for their team, their behavior is directly related to team success. Low commitment fan typologies are defined as social, good day friend, and theatergoer (Halıcı & Yetim, 2024; Quick, 2000; Sutton et al., 1997; Wann & Brandscome, 1990). The primary motivation of these fan groups is entertainment and socializing. In some studies, it is stated that these fan groups with low loyalty are sensitive to the score and that the loyalty to the team may decrease when the team loses the match (Wann & Brandscome, 1990), while some studies emphasize that the entertainment dimension of the match is more important than the score (Halıcı & Yetim, 2024; Sutton et al., 1997). In the literature, fan typologies have also been created due to interest in players or the game rather than loyalty to the team. For example, Quick (2000) states that the type of fans he labeled as “performance-dependent” is more dependent on the game rather than the team, while Kearney (2003) states that the fans he labeled as “star struck” are overly focused on the performance of individual players rather than the team.
Method
Research Model
In this study, the survey model, one of the quantitative research methods, was used. The survey pattern was preferred because it aims to describe a past or present situation as it exists. In the general survey model, in a universe consisting of a large number of elements, a survey is conducted on the whole universe or a group of samples or samples to be taken from it to make a general judgment about the universe (Karasar, 2011).
Research Group
Criterion sampling, one of the purposeful sampling methods, was used in selecting the sample created to determine the typologies of basketball fans. Criterion sampling was preferred in line with the purpose of the study because it allows the research to be examined in more detail (Bütün & Demir, 2014). In this context, the criteria of following any of the teams in the Turkish Insurance Basketball Super League in the 2022 to 2023 season and having watched the match of this team at least twice in the sports hall in the 2022 to 2023 season were sought in the participants to take part in the study. Based on these results, 211 fans were included in the study, and the relevant analyses were carried out. When the participants’ information is examined, 80.1% are male, 19.9% are female, and the average age is 32.5. The average match viewing rate of the participants is 7.7.
Data Collection
As a result of the application made to the Gazi University Ethics Commission, this study was initiated with the approval of the decision that there was no ethical objection. The scale created to collect information about the research questions was applied to the research group electronically. Participants were informed by the instructions in the survey form and by the researchers. Participants participated in the research voluntarily.
Data Collection Tool
The data collection tool prepared to evaluate the research questions consists of two parts. The first part includes the “Personal Information Form” containing the information of the participants, and the second part includes the “Fan Typology Scale.”
Personal Information Form
In the first part of the research, questions about the fans’ information were included. These are favorite team, gender, age, number of matches, combined, income, graduation, membership to fan group, membership to the club, the favorite team of hometown, favorite football team, frequency of watching football team’s matches, and motivation for watching matches (spending time with friends, spending time with family, interest in players, having fun, relieving stress, supporting team, love of basketball, and spending time).
Fan Typology Scale (FTS)
The “Fan Typology Scale” developed by Halıcı and Yetim (2024) was used to categorize basketball fans into typologies. The scale consists of a total of 35 items in seven sub-dimensions: product use (five items), following (four items), watching behavior (six items), sensitivity to the score (four items), violent tendency (six items), information collection (four items), and belonging (six items). The related study stated that the factor loadings of the items varied between .43 and .83 as a result of EFA. It was stated that the sub-dimensions explained approximately 60% of the total variance. As a result of CAF, it was reported that the RMSEA value of the current structure was .061, and the other goodness of fit indices were at an acceptable level. It was stated that Cronbach’s alpha values of the sub-dimensions ranged between .751 and .908. Fan typology scale was graded on a 5-point Likert scale (Always - Never).
Analyzing the Data
Confirmatory Factor Analysis (CFA) and reliability analyses were calculated based on the data obtained from basketball fans. When the goodness of fit indices of the model as a result of CFA are examined, it is understood that the RMSEA value is .08 and this value shows a good fit according to the literature (Brown, 2015; Harrington, 2009). Other goodness of fit indices were also examined within the ranges suggested by the literature as criterion values (Brown, 2015; Tabachnick & Fidell, 2013; Thompson, 2004), and it was concluded that some of the values indicated good fit (SRMR, 08; NFI, 94), and some indicated excellent fit (χ2/df 2.45; CFI, .96; IFI .97; NNFI .96). Additionally, AVE-CR values, Cronbach’s alpha, and correlation results of the dimensions were examined (Table 1).
FTS AVE-CR, Cronbach Alpha and Correlation Analysis Results.
Cronbach alpha internal consistency coefficient of the scale was calculated as 0.890. The reliability coefficients of the dimensions vary between .753 and .927. When the data were analyzed according to the alpha coefficients of Kalaycı (2009), it was seen that the reliability of the answers given to the scale was at a high level. It showed that AVE values varied between .47 and .77 and CR values varied between .76 and .93. As a result of two analyses, it was observed that AVE and CR values were between acceptable values (Fornell & Larcker, 1981; Hair et al., 2014). When the results of the correlation analysis were analyzed, it was determined that there were significant relationships between all factors, and the related factors were related to each other at low and medium levels. These results showed that the scale developed for football was also valid and reliable in the basketball sample.
After the analyses for validity and reliability, the data were transferred to the SPSS package program without any intervention. Missing, erroneous, or extreme data in data sets were handled with data review and cleaning methods. No participant-related errors were found in the data collected both electronically. After, 211 data were interpreted by examining the suitability of the data to normal distribution and skewness and kurtosis values.
In this context, the results were analyzed with the figures specified as criterion values in the literature (Tabachnick & Fidell, 2013), and it was understood that the data set was suitable for normal distribution. After analyzing the data distribution, a two-stage hierarchical clustering analysis revealed the fan typology. A two-stage hierarchical clustering analysis is a hybrid clustering technique formed by combining the non-hierarchical clustering techniques “k Means” and the hierarchical techniques “Ward’s Smallest Variance” (Ceylan et al., 2017). Dalmaijer et al. (2022) stated that each cluster should have at least 30 participants. In this context, it was determined that the data collected from 211 fans was sufficient to apply the two-stage hierarchical clustering analysis. The research questions were tested with ANOVA and chi-square analyses.
Results
The Fan Typology Scale, consisting of 35 questions and seven dimensions, was used to determine the fan typology. Firstly, a two-stage clustering analysis was used to examine how many clusters the dimensions of product use, sensitivity to the score, watching behavior, violent tendency, information collection, belonging, and following were gathered under. Accordingly, when the coefficients were analyzed, the Euclidean difference showing the distance between the cluster coefficients of 211 participants revealed three clusters. These clusters were named fanatic, classic, and social based on expert opinion (Figure 1).
Distribution of the clusters.
The mean scores for the distribution of the clusters are shown in Figure 2.
The mean scores for the distribution of the clusters.
It was determined that the averages of fanatic fans were higher than those of classical and social fans, while the lowest averages belonged to social fans. Descriptive statistics for the typology distribution of the fans participating in the research are shown in Figure 3.
Distribution of fans according to typologies.
When the distribution of fan groups according to typologies is analyzed, it is determined that the highest (43.6%) is classical and the lowest (20.9%) is the fanatic fan. The statistics regarding the motivations of the fans participating in the study are shown in Table 2.
Chi-square Analysis of Fan Typologies for Match-Watching Motivations.
p ≤ .05.
When the match-watching motivations of fan typologies are analyzed, there are significant differences between the typologies in the dimensions of watching with family, supporting the team, and entertainment. While entertainment and watching with family percentages of social fans are significantly higher than fanatic fans, fanatic fans’ percentages of supporting the team are significantly higher than social fans. The entertainment, spending time, and family viewing percentages of social fans are higher than other typologies. The statistics of fan typologies regarding fan behaviors and education are shown in Table 3.
Chi-square Analysis of Fan Typologies Toward Fan Behavior and Education.
When the fan behaviors of the fan typologies are examined, there is a significant difference between the typologies in all dimensions. It has been determined that the percentages of combined, group membership, club membership, same football fan, and home team behaviors of fanatic fans are significantly higher than those of classical and social fans. In addition, the typologies of the fans according to their education level did not show a significant difference. While the highest percentage of undergraduate and graduate students is social fans, the highest percentage of high school and below graduates is fanatic fans. Statistics for the demographic variable and match watching distributions of the fans’ typologies are shown in Table 4.
ANOVA Results of Fan Typologies for Demographic Variables and Match Watching.
Turkish Lira.
Distribution Summary of Fan Typologies.
Discussion and Conclusion
The FTS scale was used in this study to determine the typologies of basketball fans. Confirmatory Factor Analysis was applied since the FTS scale was developed for football fans. The validity and reliability of the scale were tested on basketball fans, and the results revealed that the scale was valid and reliable. It can be said that an essential contribution to the literature has been made by verifying the validity and reliability of this measurement tool. Thus, more detailed results can be reached in scientific studies on basketball fans. This scale can offer researchers a deeper perspective on defining different fan groups and explaining their characteristics. Additionally, developing this scale may enable more comprehensive studies on the behaviors and attitudes of basketball fans. In addition, through this measurement tool, it has been confirmed that elements such as product use, follow, monitoring behavior, score sensitivity, violence tendency, information gathering, and belonging are the elements that will distinguish basketball fans and football fans and affect team loyalty. The fact that the scale dimensions developed to classify football fans are also valid for basketball fandom may suggest some generally valid features of sports fandom.
In the original study of the valid and reliable scale applied to football fans, four clusters were obtained. These clusters were hooligan, fanatic, classical, and social. However, three types of clusters were obtained in the clustering analysis applied to basketball fans (Figure 1). This situation may be because the factors that cause violence tendency do not emerge in basketball. For example, the conclusion of the competition with a negative score may cause fans, especially those with high sensitivity to the score, to turn to violence (Simons & Taylor, 1992; Talimciler, 2006; Wann & Brandscome, 1990). However, the results of this study show that most basketball fans have a low sensitivity to the score.
On the contrary, they come to the match with motivations such as socializing and entertainment rather than supporting the team (Table 2). This may have caused the tendency toward violence not to emerge. In addition, group psychology is shown as one of the reasons for fans’ tendency toward violence. As stated by Taylor (2014), thanks to the crowds, fans can do the behaviors they cannot do individually by using them and legitimizing them (As cited Çakmak and Çelik, 2016). Compared to football, where the culture of acting as a group is dominant (Halıcı & Yetim, 2024), the low number of spectator capacities and fan group memberships in basketball culture (Table 2) may reduce the tendency toward violence. It can be said that these factors cause the fans to have a low violence tendency due to the clustering analysis, and the hooligan fan type does not emerge.
The 3 clusters that emerged from clustering analysis were named according to their characteristics. Cluster 1 has high averages in other dimensions of the FTS except for the tendency to violence. Fans of this cluster, who have a high level of loyalty to their team, have the highest averages in the variables of watching the match in the hall, combined, membership to the fan group, membership to the club, and supporting their hometown team. For this reason, this group of fans was named fanatics in the literature (Halıcı & Yetim, 2024; Hunt et al., 1999). Cluster 2 has average scores on the FTS scale. In addition, it ranked second in all variables except monthly income and hometown team variables. Therefore, as in the original scale, this cluster was named classic fans. The third cluster consists of the fans with the lowest loyalty to their team. When the averages in the FTS dimensions are analyzed, the lowest averages belong to this group of fans. In addition, these fans have the lowest averages in the variables of watching the match in the hall, combined, membership to the fan group, and membership to the club. The most prominent characteristic of this cluster is that they go to the matches for entertainment, spending time and watching with their families rather than supporting the team. For this reason, this fan group was named social fans, as used in the original scale study (Halıcı & Yetim, 2024) and similar studies in the literature (Kearney, 2003; Sutton et al., 1997). Obtaining specific clusters from the study will contribute to our better understanding of basketball fans. In addition, clarification of the clusters will enable the clubs to determine which fan cluster they have more or which fan cluster they have fewer. In this case, it can contribute to clubs preparing separate strategies according to their cluster distribution and providing better quality service.
When the percentage distributions of the fan clusters were analyzed, it was determined that the highest percentage was composed of classical fans, and the lowest percentage was composed of fanatic fans (Figure 3). While it is seen that the percentage of fanatic fans who have a strong loyalty to their team is higher in the studies on football in the literature (Halıcı & Yetim, 2024; Salman, 2008), the cluster with the lowest percentage in the current study is fanatic fans. For this reason, it is very important to meet the expectations of classical and social fans in basketball clubs. In addition, considering that 81.8% (Table 3) of the fanatic fans have the same football team as their favorite basketball team, the importance of classical and social fans for basketball clubs increases. Although this finding reveals the importance of meeting the expectations of classical and social fans, it also shows that sports managers should take measures to ensure that classical and social fans turn into fanatical fans.
When the relationship between fan clusters and demographic variables was analyzed, it was determined that the typologies did not differ significantly according to monthly income, age, and education level. Although not significantly differentiated, social supporters’ monthly income and age averages are higher than those of other fan clusters. In addition, this cluster’s undergraduate and graduate education percentages are higher than the other clusters. On the other hand, fanatic fans with high commitment to the team have the lowest averages in age undergraduate and graduate education levels. These findings are in line with other studies in the literature (Çakmak & Çelik, 2016; Doğru et al., 2021; Halıcı & Yetim, 2024; Katırcı et al., 2016). The fact that fanatic fans with lower age and education levels than other clusters are more loyal to the team can be associated with social identity theory (Halıcı & Yetim, 2024). According to the social identity theory, individuals may become team fans to be part of a specific social group and gain a sense of belonging. These individuals, supporters of a team without any effort by positioning themselves on the side of the powerful, may have a high level of loyalty to their teams to achieve the gains of this social identity, such as status and success (Jacobson, 2003; Kozanoğlu, 1990 as cited in Doğru et al., 2021).
When the relationship between the fan clusters and fan behavior variables was examined, it was determined that the typologies differed significantly according to the variables of watching the match, combined, membership to the fan group, membership to the club, and the home team. As in similar studies in the literature (Altınok et al., 2017; Doğru et al., 2021; Kılıç, 2020; Polat et al., 2019), it was determined that fanatic fans with high loyalty to the team have higher averages than other clusters.
When the match-watching motivations of the fan clusters were analyzed, it was determined that the typologies differed significantly according to the variables of entertainment, supporting the team, and watching with family. In one of these variables, the motivation to watch matches for fun, the average of social fans is higher than other groups. In addition, the motivation of this team to watch the match with family is also higher than the other clusters. Within the scope of these results, meeting these fans’ socialization and entertainment needs is essential. The fact that the percentages of social fans are lower in the percentages of going to the match to support the team shows that this fan group is in a sensitive position. In this direction, clubs should take necessary measures to meet the expectations of this fan group. These findings show that measures should be taken to transform sports organizations into leisure activities beyond the main product, sports performance.
As a result, basketball fans consist of three typologies. These are fanatic, classical, and social fans. Hooligan fans with a tendency to violence did not emerge in this study conducted specifically for basketball. Considering the results that the percentage of fanatic fans with high averages in both fan behavior variables and motivations to support the team is lower in the distribution of basketball fans and that classic and social fan groups with motivations, such as entertainment and socializing rather than supporting the team are in the majority, it can be said that meeting fan expectations is a more critical factor for basketball clubs compared to football clubs.
Limitations
The developed scale is designed for fans watching the match in the basketball hall. However, some fans may be loyal to their team at different levels, even if they do not watch the match in the hall. For this reason, future studies can reveal fan types without looking for criteria for watching matches in the basketball hall. These data were collected while basketball leagues were playing. However, the answers may differ depending on the success and failure of the teams. Therefore, it may be more appropriate to carry out the study before the start of the season. Additionally, some of the basketball fans in our study watch matches because of the football clubs they admire. For this reason, typology studies can be carried out without including the fans of basketball teams that have football teams.
Implications for Sport Managers
As a result of the study, significant results were obtained for basketball clubs. For example, it has been determined that fanatic fans are not in the majority in the typology distribution. The fact that the number of fanatic fans who have high intrinsic motivation for the clubs and support their team regardless of the conditions is not in the majority makes it obligatory for basketball clubs to meet the expectations of classical and social fans.
Social and classical fans, whose loyalty to the team is lower than other clusters, can be expressed as fan groups that need to be won for clubs. These fan groups can be characterized as sensitive fan groups. Emotional detachment from the team can be quite easy if expectations are not met.
The averages of these fan groups for fan behavior variables such as membership and match watching are not high. In addition, the averages of product use, follow-up, belonging, and information gathering are also low compared to fanatic fans. Therefore, marketing strategies should be implemented for these fan groups. For example, scientific studies can be conducted on the expectations of social fans with low product usage though their income level is higher. Considering that the product stores of basketball teams in Turkey are pretty limited, areas where the jerseys of all teams are sold can be established by taking the “NBA Store” model as an example.
Participating in competitions with family is essential for social and classical fan groups. For this reason, family incentives can be given in ticketing processes and product purchases. In addition, considering that these fans go to the match for entertainment rather than supporting the team, pre-competition and half-time activities can be suggested. For example, playground areas can be set up before the competition, or a quiz about the club can be organized during half-time to make the waiting time of the fans enjoyable. Considering that the information collection averages of classical and social fans are not high, such activities may increase loyalty to the team. Since increasing the knowledge level will increase the fans’ loyalty to the team, documentaries about the team’s previous achievements can be prepared on social media and YouTube channels. In addition, brochures about the team’s current situation and its players can be distributed to the fans before the match.
For basketball clubs, increasing the number of fanatic fans is among the issues to be achieved. Planned communication efforts should be made to increase the number of these fans who have a low tendency to violence and high loyalty to their team. Considering that one of the distinguishing features of fanatic fans is their high average membership to fan groups, encouraging the establishment of fan groups, organizations that will increase the interaction of fans, and social events where fans and players meet can be planned. In addition, with the establishment of sports schools within the club, new fans can be gained by enabling younger age groups to bond with the team. Considering that the group with the lowest average age is fanatic fans, activities to be carried out in educational institutions can contribute to the acquisition of fanatic fans.
Integration of the club and the city is essential in increasing the number of fanatic fans. With communication strategies that emphasize local values, the basketball club can be turned into a value of the city. For example, Ankaragücü used the motto “Proud children of a proud city” to emphasize that supporting the city team is a source of pride. In the NBA, teams present their products with city-specific details to their fans under “City Edition.” Both the literature and the results of this study reveal that fanatic fans are more likely to favor their hometown team than others. Thus, individuals with high micro nationalism can be turned into team supporters.
There is no hooligan fan type in the cluster distribution of basketball fans. Qualitative studies can be conducted on why this fan cluster did not emerge. In addition, exploratory studies can be conducted to determine why the percentage of fanatic fans is lower in the cluster distribution of basketball fans.
Although the average monthly income of the social fan cluster is higher than that of the other clusters, studies can be conducted on the reasons for the low average product usage. In addition, the average number of social fans watching matches is lower than that of other clusters. Considering that the motivation of this fan group to watch matches to “support the team” is relatively low, and their motivation to watch matches with friends or to have fun and spend time is higher than others, failure to meet the expectations of these fan groups may cause the average match viewing average to decrease. For this reason, studies can be conducted to determine social fans’ expectations and perceptions regarding the event’s quality.
Footnotes
Acknowledgements
We would like to thank Gazi University Academic Writing Application and Research Center for proofreading the article.
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Ethical Approval
As a result of the application made to the Gazi University Ethics Commission, this study was initiated with the approval of the decision that there was no ethical objection.
Data Availability
The data that support the findings of this study are available from the corresponding author upon reasonable request.