Sociology is best described as the systematic study of

Sociology is the systematic study of society and social interaction. In order to carry out their studies, sociologists identify cultural patterns and social forces and determine how they affect individuals and groups.

unless they converted, many non-christians (mainly jews and muslims) were persecuted

in this scenario it would be the consumer demand as most influential in making the decision. the band members need to figure out where and from whom they will make the most money, in other words who out of the two consumer groups - football fans or car drivers - will spend their money, who is more likely to contribute to their cause and buy what they are offering.