Conceptual framework reveals social interactions and psychological traits influencing consumption among fantasy sports fans, indicating marketing potential.
The explosion of fantasy sports and the dearth of research about it create a need for investigation in this relatively new form of sport spectatorship ([@R5]). This paper proposes a conceptual framework for marketers to utilize in their examinations of influences on the consumption of fantasy sports by postmodern sports fans. The framework is based on literature from psychology, sociology, sport management/marketing, general management/marketing, and consumer behavior and leads to the proposition that fantasy sports consumption is impacted by the interplay of psychological characteristics internal to consumers, social interactions, and external influences controlled by fantasy sports marketers.
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Roy et al. (2007) studied this question.
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