<?xml version="1.0" encoding="UTF-8"?> <article key="pdf/10005081" mdate="2016-06-01 00:00:00"> <author>B. Schmid and C. Kexel and E. Djafarova</author> <title>Multidimensional Sports Spectators Segmentation and Social Media Marketing</title> <pages>2683 - 2686</pages> <year>2016</year> <volume>10</volume> <number>8</number> <journal>International Journal of Economics and Management Engineering</journal> <ee>https://publications.waset.org/pdf/10005081</ee> <url>https://publications.waset.org/vol/116</url> <publisher>World Academy of Science, Engineering and Technology</publisher> <abstract>Understanding consumers is elementary for practitioners in marketing. Consumers of sports events, the sports spectators, are a particularly complex consumer crowd. In order to identify and define their profiles different segmentation approaches can be found in literature, one of them being multidimensional segmentation. Multidimensional segmentation models correspond to the broad range of attitudes, behaviours, motivations and beliefs of sports spectators, other than earlier models. Moreover, in sports there are some wellresearched disciplines (e.g. football or North American sports) where consumer profiles and marketing strategies are elaborate and others where no research at all can be found. For example, there is almost no research on athletics spectators. This paper explores the current state of research on sports spectators segmentation. An indepth literature review provides the framework for a spectators segmentation in athletics. On this basis, additional potential consumer groups and implications for social media marketing will be explored. The findings are the basis for further research.</abstract> <index>Open Science Index 116, 2016</index> </article>