Purpose

The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing strategy for Field Hockey in New Zealand, a minority sport Minority sports struggle to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding how source attractiveness and source credibility work in the context of a minority sport such as hockey, more effective advertising towards target audiences can be achieved. We also consider differences between advertising to players and no-players of the sport. This is the first research to consider these issues.

Design/methodology/approach

Four advertisements were created in an experimental design that manipulated the two variables: source credibility and source attractiveness, in an advertisement promoting Hockey. A survey was conducted, using an online questionnaire.

Findings

Results show that a mixture physical attractiveness and skill (credibility) increase attitudes towards the advertisement. This results in positive intentions to both watch and play hockey. When the respondents were segmented into hockey players and non-hockey players, only skill is effective for the Hockey Player segment, whereas both skill and attractiveness are effective for non-players.

Research limitations/implications

Future research should include comparing hockey to further minority sports codes. Additionally, understanding if male models created the same effects would be particularly interesting for further research.

Practical implications

Management should focus on skill, with physical attractiveness being considered, but not as the most important attribute. If targeting hockey players, skill needs to be especially visible. Even though these elements could be argued to be within the “proverbial eye of the beholder”, the results have shown that in terms of sports advertising, it is possible to portray these two attributes in a generalised way.

Originality/value

This research to focuses on source credibility and attractiveness in a minority sporting context, in particular field hockey, whereas the majority of research considers major sporting codes. In addition, involvement with the sport is also considered.

中文翻译：

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来源吸引力和来源可信度在曲棍球广告中的作用：一项少数运动

 目的

本研究的目的是考察来源吸引力和来源可信度（或体育背景下的技能）在多大程度上为新西兰曲棍球提供有效的营销策略，这是一项少数族裔运动少数族裔运动难以筹集资金并拥有最少的赞助与“大型体育运动”相比，由于参与度和收视率较低而受到支持。通过了解来源吸引力和来源可信度在曲棍球等少数运动的背景下如何发挥作用，可以实现针对目标受众的更有效的广告。我们还考虑了向运动员和非运动员做广告的差异。这是第一个考虑这些问题的研究。

设计/方法论/途径

在一项实验设计中制作了四个广告，在宣传曲棍球的广告中操纵了两个变量：来源可信度和来源吸引力。使用在线问卷进行了一项调查。

 发现

结果表明，外表吸引力和技能（可信度）的结合会增加人们对广告的态度。这会产生观看和打曲棍球的积极意图。当受访者分为冰球运动员和非冰球运动员时，只有技能对冰球运动员群体有效，而技能和吸引力对非冰球运动员群体都有效。

研究局限性/影响

未来的研究应包括将曲棍球与其他少数族裔运动规范进行比较。此外，了解男性模型是否会产生相同的效果对于进一步的研究来说将特别有趣。

 实际意义

管理层应关注技能，并考虑外表吸引力，但不应将其视为最重要的属性。如果针对曲棍球运动员，技能需要特别明显。尽管这些元素可能被认为是“情人皆知”，但结果表明，就体育广告而言，可以以概括的方式描绘这两个属性。

 原创性/价值

这项研究的重点是少数体育运动（特别是曲棍球运动）中来源的可信度和吸引力，而大多数研究则考虑主要的体育运动规范。此外，还考虑参与这项运动。