Has social media had the desired effect for Formula One?

Abstract

Purpose- The purpose of this research is to look at the changes made by Liberty Media since they took over Formula One. Liberty Medias objective has been to make Formula One a more fan centric sport, this research looks at the extent this has been achieved. As social media has been a large part of their program this research looks at how significant the contribution of social media has been. It also looks at what this means for the business side of the sport. It also looks into what participants associate with Formula One. It has been based around the 2015 and 2017 fan surveys and aims to build on this research. Design methodology- This research used a quantitative design methodology. It used an online survey distributed through Facebook to collect the opinion of participants. Participants had to actively watch Formula One to participate. It also considered secondary research. Findings- This research found relationships between the use of social media and engagement. Also between social media usage and the likelihood of purchase. It show associations with F1 in this sample are largely positive but there is still a lot of work for Formula One to improve.