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Dissertation
Financial full court press: pushing toward profitability for the WNBA
Doctor of Business Administration (D.B.A.), Drexel University
May 2025
DOI:
https://doi.org/10.17918/00011038
Abstract
The purpose of this study was to apply academic theory to the Women's National Basketball Association (WNBA), in a targeted effort to identify practical ways of profitability. Our research was built on the theoretical frameworks from Sports Interest Inventory, Social Identity Theory, and the Theory of Planned Behavior. Technology Acceptance Model, and focused on how messaging and accessibility can impact consumption intentions for the WNBA. We conducted a 2X2 randomized between-subject experimental design survey that was distributed across the United States. We focused on two motivating (independent) variables, team connection and drama to see how different messages (support women's sports or watch the competition) influenced one's consumption intention. Similarly, we looked at if accessibility via streaming was influenced by cost (paid vs free). While our hypotheses were not significant, our findings provided both academic and practical insights. From an academic perspective, the insignificance of our findings highlights the difference in consumption intention for women's sports and the greater need of research. From a practical implications perspective, our research found that watch messaging influences consumption intentions greater than support messaging. Additionally, we identified that there is a difference in motivation based on gender. These findings provide practical insight for marketers to apply when they promote WNBA games.
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Details
- Title
- Financial full court press
- Creators
- Tamar Karkazian
- Contributors
- Lauren D'Innocenzo (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Business Administration (D.B.A.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- ix, 125 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 991022058736104721