The Path of Choosing a Favorite Sports Team: Fan Motives on Relational and Behavioral Outcomes
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Professional sports teams always want to get deep insights into the nature of their fans and develop positive and concrete relationships with them. This understanding determines specific communication methods and types of messages in the social media era. This research seeks to understand gender differences in the motives for being a fan of NFL teams, identify how motives positively lead to relationship outcomes (commitment and satisfaction) and investigate how commitment and satisfaction positively affect sharing of team-related information with others. An online survey was used, and 673 National Football League (NFL) fans’ responses were analyzed. The findings of this study show the motives for people to become sports fans and how gender differences play a role in these motives. In addition, the findings confirm the motives that influence one’s commitment and satisfaction to their favorite teams and their willingness to share information about the games and sports teams with others. The study provides theoretical and practical implications for public relations and communication practitioners based on the findings and literature review.
Abstract
Professional sports teams always want to get deep insights into the nature of their fans and develop positive and concrete relationships with them. This understanding determines specific communication methods and types of messages in the social media era. This research seeks to understand gender differences in the motives for being a fan of NFL teams, identify how motives positively lead to relationship outcomes (commitment and satisfaction) and investigate how commitment and satisfaction positively affect sharing of team-related information with others. An online survey was used, and 673 National Football League (NFL) fans’ responses were analyzed. The findings of this study show the motives for people to become sports fans and how gender differences play a role in these motives. In addition, the findings confirm the motives that influence one’s commitment and satisfaction to their favorite teams and their willingness to share information about the games and sports teams with others. The study provides theoretical and practical implications for public relations and communication practitioners based on the findings and literature review.
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