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Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool

Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool

Sebastiano Mereu
Copyright: © 2024 |Pages: 22
ISBN13: 9798369335260|ISBN13 Softcover: 9798369346266|EISBN13: 9798369335277
DOI: 10.4018/979-8-3693-3526-0.ch007
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MLA

Mereu, Sebastiano. "Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool." Exploring the Impact of OTT Media on Global Societies, edited by Nithin Kalorth, IGI Global, 2024, pp. 107-128. https://doi.org/10.4018/979-8-3693-3526-0.ch007

APA

Mereu, S. (2024). Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool. In N. Kalorth (Ed.), Exploring the Impact of OTT Media on Global Societies (pp. 107-128). IGI Global. https://doi.org/10.4018/979-8-3693-3526-0.ch007

Chicago

Mereu, Sebastiano. "Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool." In Exploring the Impact of OTT Media on Global Societies, edited by Nithin Kalorth, 107-128. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-3526-0.ch007

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Abstract

This chapter explores uses and gratifications of watching “The Last Dance,” a sports documentary series that premiered in 2020 on ESPN and Netflix about Michael Jordan and the 1990s Chicago Bulls basketball team. The study examines the influence of uses and gratifications on brand-user imagery fit and the intention to watch a Chicago Bulls game after having seen the show. Primary data was collected through a self-administered online questionnaire from people that had been watching “The Last Dance.” Results were computed through exploratory and confirmatory factor analysis and structural equation modeling. Results suggest that the realistic nature of the story and characters portrayed in “The Last Dance,” the relaxation experienced from watching the show, and social interaction with other viewers influence the intention to watch a Chicago Bulls game when mediated through brand-user imagery fit. These are new findings to the respective field of study and contribute towards the understanding for producing similar documentaries.

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