Segmenting sport fans by eFANgelism: a cluster analysis of South Korean soccer fans

Purpose: The purposes of this study were to classify soccer fans of K-League in South Korea by using the Sport eFANgelism scale and to examine differences among the identified groups. Design/methodology/approach: Data were collected from 286 K-league fans using a convenience sampling technique. A cluster analysis was conducted to identify different segments, and ANOVA and post-hoc Tukey test were further employed to compare the differences between segments. Findings: A cluster analysis identified three groups of K-League fans according to the levels of their evangelistic behaviors: (1) eFANgelists, (2) stationary fans, and (3) mild supporters. The results of ANOVA and post-hoc Tukey test indicated that each group showed significant differences in four types of evangelistic behaviors (i.e. advertise, advocate, assimilate, and antagonize). Generally, eFANgelists had the strongest evangelistic behaviors, whereas stationary fans had the lowest levels of eFANgelistic behaviors. In addition, mild supporters expressed more hostile behaviors towards opponent fans. Practical implications: The findings of this study help marketers of the league and teams develop tailored marketing strategies to each segmented group. Research contribution: This study first applied the concept of eFANgelism to explore the unique characteristics of different sport fans, contributing to a better understanding of sport consumer behavior.