Social media and sport consumption: the effect of team identification on attitude and behavioral intention
DOI:
https://doi.org/10.5585/podium.v9i2.13838Keywords:
Social Media, Sport Consumption, Attitude, Behavioral Intention, Team Identification.Abstract
Objective: This study aimed to investigate the effect of team identification on attitude towards social media and behavioral intention based on social media.
Methodology / Approach: This is survey research. The target population consisted of physical education and sport science students of the University of Tehran, IRAN. In the end, 185 surveys are returned and analyzed. Team identification was measured by Heere et al questionnaire (2011), attitude towards social media was measured by Cretti’s questionnaire (2015) and Lin et al questionnaire (2009), and, consequently, behavioral intention was measured by Phonthanukitithaworn and Sellitto questionnaire (2017). furthermore, the questionnaire’s face validity was investigated according to some field-specialist sport management scholars. Structural Equation Modeling and SmartPLS software were used to analyze the data.
Originality / Relevance: The study was necessary due to the lack of similar studies to investigate the use of social media in the sport context by students in IRAN. Also, the relationship between the same variables has not previously been studied.
Main results: The results showed that team identification has a positive and significant effect on attitude towards social media and behavioral intention based on social media. Also, the attitude towards social media has a positive and significant effect on behavioral intention based on social media.
Theoretical / methodological contributions: To increase behavioral intention based on social media in the sport domain it is essential to consider the team identification and attitude towards social media.
Downloads
References
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39.
Billings, A. C., Qiao, F., Conlin, L., & Nie, T. (2017). Permanently desiring the temporary? Snapchat, social media, and the shifting motivations of sports fans. Communication & Sport, 5(1), 10-26
Cretti, C. (2015). Consumers’ attitude towards social media advertising an empirical study. Unpublished BA Thesis, University of Fribourg, Fribourg.
Cunningham, N. R., & Eastin, M. S. (2017). Second screen and sports: A structural investigation into team identification and efficacy. Communication & Sport, 5(3), 288-310. Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60-76.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport management review, 18(2), 166-181. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport. Sport management review, 4(2), 119-150.
Gau, L. S., James, J. D., & Kim, J. C. (2009). Effects of team identification on motives, behavior outcomes, and perceived service quality. Asian Journal of Management and Humanity Sciences, 4(2-3), 76-90.
Gray, G. T., & Wert-Gray, S. (2012). Customer retention in sports organization marketing: examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36(3), 275-281.
Heere, B., Walker, M., Yoshida, M., Ko, Y. J., Jordan, J. S., & James, J. D. (2011). Brand community development through associated communities: Grounding community measurement within social identity theory. Journal of Marketing Theory and Practice, 19(4), 407-422.
Katz, M., Ward, R. M., & Heere, B. (2018). Explaining attendance through the brand community triad: Integrating network theory and team identification. Sport Management Review, 21(2), 176-188.
Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167.
Lin, A., Gregor, S., & Ewing, M. (2008). Developing a scale to measure the enjoyment of web experiences. Journal of Interactive Marketing, 22(4), 40-57.
Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & marketing, 18(2), 145-165.
Moyer, C., Pokrywczynski, J., & Griffin, R. J. (2015). The relationship of fans' sports-team identification and Facebook usage to purchase of team products. Journal of Sports Media, 10(1), 31-49.
Mudrick, M., Miller, M., & Atkin, D. (2016). The influence of social media on fan reactionary behaviors. Telematics and Informatics, 33(4), 896-903.
Park, J. A., & Dittmore, S. (2014). The relationship among social media consumption, team identification, and behavioral intentions. Journal of Physical Education and Sport, 4(3), 331-336.
Phang, C. W., Zhang, C., & Sutanto, J. (2013). The influence of user interaction and participation in social media on the consumption intention of niche products. Information & Management, 50(8), 661-672.
Phonthanukitithaworn, C., & Sellitto, C. (2017). Facebook as a second screen: An influence on sport consumer satisfaction and behavioral intention. Telematics and Informatics, 34(8), 1477-1487.
Pradhan, S. (2017). How You Like Me Now? The Influence of Athlete Behavior on Fan Group Dynamics and Sports Consumption. Unpublished doctoral dissertation, University of Michigan, Michigan.
Song, H. R., & Ryu, W. Y. (2016). The Influence of Professional Baseball Fans Team Identification and Team Loyalty on Purchase Intention of Parent Company Products. Journal of Digital Convergence, 14(1), 445-452.
Suh, Y. I., Ahn, T., & Pedersen, P. M. (2013). Examining the effects of team identification, e-service quality (e-SQ) and satisfaction on intention to revisit sports websites. International Journal of Sports Marketing and Sponsorship, 14(4), 2-19.
Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
Wakefield, K. L., & Sloan, H. J. (1995). The effects of team loyalty and selected stadium factors on spectator attendance. Journal of sport management, 9(2), 153-172.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 PODIUM Sport, Leisure and Tourism Review
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Autores que publicam nesta revista concordam com os seguintes termos:
O(s) autor(es) autoriza(m) a publicação do texto na revista;
O(s) autor(es) garantem que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
A revista não se responsabiliza pelas opiniões, idéias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
É reservado aos editores o direito de proceder a ajustes textuais e de adequação às normas da publicação.
Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.
Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado (Veja O Efeito do Acesso Livre) em http://opcit.eprints.org/oacitation-biblio.html
