A Uses and Gratifications-Based Market Segmentation Approach to Football Fans' Online Media Usage Motivation.

This article focuses on segmenting Swiss football fans based on their motivations for using online media, employing the Uses and Gratifications (U&G) approach to identify distinct fan profiles. Through a survey of fans of the Swiss football club BSC Young Boys, four motivational profiles were identified—Football Afficionados, Casual Users, Joy-Seeking Spenders, and Online Media Enthusiasts—each differing significantly in their online media usage patterns and levels of fan identification. Information, positive emotions, and entertainment were the most sought gratifications across all profiles, but the profiles varied in their emphasis on relationships, economic use, and escape. The study highlights the importance of market segmentation for football clubs to tailor online content to diverse fan needs, thereby enhancing fan engagement and satisfaction. Limitations include the focus on a single club and potential sample bias, suggesting the need for broader research across different contexts.