The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character

Abstract

This study’s focus explores the relationship between message type exposure (narrative and non-narrative) and behavioural intention of football players to acquire financial literacy with the objective of understanding effective communication when it comes to financial education engagements with South African football players. With reported post-career financial demise of football players and absence of compulsory retirement pension structures within the football landscape, exploring effective ways to engage South African football players with regards to retirement planning is essential. Using an experiment strategy, this study compares the impact of narrative and non-narrative message exposure on behavioural intention to acquire financial literacy amongst South African football players and deploys quantitative methodology to report on the findings of the study. The findings reveal that both narrative and non-narrative message increase intent to acquire financial literacy, with football players exposed to narrative messaging showing higher levels of character identification. The study makes recommendation for integration of narrative message stressing the importance of financial planning within the financial education programmes presented to South African football players. At the core, this study underscores the importance of tailoring financial education programmes and marketing initiatives to first achieve psychological shift of football players with regards to their attitudes and intention toward financial literacy acquisition.