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What triggers children to play volleyball? : A research into the underlying factors influencing the intention to actively play volleyball with engagement levels in marketing communication tools as a key role.

Blokhuis, Jette (2021) What triggers children to play volleyball? : A research into the underlying factors influencing the intention to actively play volleyball with engagement levels in marketing communication tools as a key role.

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Abstract:Recently sport associations battle with losing memberships, especially among children, and would like to know how they can attract children toward their sport. In collaboration with the Nevobo (Dutch Volleyball Association) this research provides insights into the underlying factors influencing children to actively play volleyball, while in addition these factors are influenced by engagement levels in marketing communication tools. In order to assess the underlying factors, constructs of Theory of Planned Behavior (attitude, injunctive norm, descriptive norm, self-efficacy and peer acceptance) and Self-Determination Theory (intrinsic motivation, introjected regulation, identified regulation, and external regulation) were used in this study. In addition, four videos were created based on level of engagement, starting with inflatable volleyball equipment (volleyball bus) as low level of engagement, then a challenge, an interactive wall, and a VR game (which is considered the highest level of engagement). By means of a quasi-experiment, children aged 8 to 12 years old were asked to watch one of the movies (except for the control group) followed by a survey they had to fill out. Through self-report measures attitude, injunctive norm, descriptive norm, self-efficacy, peer acceptance, intrinsic motivation, introjected regulation, identified regulation, and external regulation were measured. Analyses were performed to assess the effect the different videos have on the psychological factors and to measure the effect of the psychological factors on active volleyball participation. The results of this study suggest that barely no effect is seen on engagement levels in marketing communication tools with the exception of peer acceptance on the volleyball bus as a significantly higher score was found in comparison to the control group. Moreover, injunctive norm, peer acceptance, intrinsic motivation, introjected regulation, and identified regulation showed a significant positive influence on active volleyball participation. These new insights could help academics to do better research among children and sport participation. In addition, the current study gives insights on which factors influence active volleyball participation and how the Nevobo can implement this in their marketing communication strategy.
Item Type:Essay (Master)
Clients:
Nevobo, Utrecht, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86375
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