The Relationship Among Social Media Consumption, Team Identification, and Behavioral Intentions

Park, J. & Dittmore, S. W. (2014). The relationship among social media consumption, team identification, and behavioral intentions. Journal of Physical Education and Sport, 14, 331-336.

6 Pages Posted: 4 Oct 2014

Date Written: August 30, 2014

Abstract

This study examined the relationship among social media consumption, team identification, word-of-mouth intention, and attendance intention. By analyzing a total of 146 undergraduate students, this study revealed the following insights. First, social media consumption directly affects team identification and word-of-mouth intention. Second, team identification directly affects word-of-mouth intention and attendance intention. Third, social media consumption affects word-of-mouth intention and attendance intention, mediated by team identification. These results expand the use of social media in the marketing and research field upon prior studies of social media and team identification in sport. The most important contribution of this study was to provide the evidence that social media consumption can affect behavioral intention directly and indirectly with team identification as a mediating factor. Thus, this study suggests the way that social media can be used not only for information distribution but also for driving more revenue by stimulating fans’ team identification and intentions.

Keywords: Social media, Team identification, Word-of-Mouth, Attendance Intention

Suggested Citation

Park, Jae-Ahm and Dittmore, Stephen, The Relationship Among Social Media Consumption, Team Identification, and Behavioral Intentions (August 30, 2014). Park, J. & Dittmore, S. W. (2014). The relationship among social media consumption, team identification, and behavioral intentions. Journal of Physical Education and Sport, 14, 331-336.. Available at SSRN: https://ssrn.com/abstract=2504608 or http://dx.doi.org/10.2139/ssrn.2504608

Jae-Ahm Park

University of Arkansas ( email )

Fayetteville, AR 72701
United States

No contact information is available for Stephen Dittmore

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