Identifying the Formula 1 fan : a netnographic exploration of their communication, interests and brand sentiments

The following study examines the characteristics and attitudes of those likely to be fans of Formula 1 racing as the sport takes a renewed position within the United States. Formula 1 racing is a global past-time of many, but here in the U.S., the sport's footprint is not as prominent as it is abroad. However, since F1 racing will soon (Fall, 2012) be in Austin, Texas, it is of special interest to the City, to The University of Texas at Austin and to the fans of the sport. Thus, this author believes that the work described here is timely and may serve to increase our understanding of the impact of the Formula 1 event and of its fans -- as well as its detractors; what are their attitudes and behaviors of Formula 1 fans with regard to lifestyle preference and social interests? This study provides a somewhat deeper look at these issues and serves as well to suggest some future research areas.