Identity Management Strategies, Sports Fandom and Para-social Relationships in Cricket Fans
DOI:
https://doi.org/10.52053/jpap.v3i2.105Keywords:
Basking in Reflected Glory, Celebrity-persona Identification, Cricket Fans, Cutting off Reflected Failure, Pakistan, Para Social Relationships, Sports SpectatorshipAbstract
The current research investigated the relationship among identity management strategies, sports fandom and para-social relationships in cricket fans. It was hypothesized that there would be a relationship among identity management strategies, sports fandom and para-social relationships while sports fandom would mediate between identity management strategies and para-social relationships. By employing a cross-sectional correlational research design, a sample of (N = 120) cricket fans with an age range of (18-30) years (M = 22.34, SD = 2.62) was recruited through non-probability purposive sampling technique. Study variables were assessed through the Basking in Reflected Glory Scale (Spinda, 2009), Cutting off Reflected Failure Scale (Spinda, 2009), Sport Spectator Identification Scale (Gwinner & Swanson, 2003) and Celebrity-Persona Identification Scale (Brown & Bocarnea, 2007). Results revealed a positive association among all study variables while sports fandom was found to partially mediate identity management strategies and para-social relationships in cricket fans. Findings have interdisciplinary implications within the fields of group dynamics; sports sciences, sociology and social psychology as it is a research-based, empirical addition to existing indigenous literature regarding cricket that is the most popular game in the country. Also, it highlights the respective association and predictive value of the study variables which can be further investigated across other games, as well as across disciplines.
References
Bernache-Assollant, I., Lacassagne, M. F., & Braddock, J. H. (2007). Basking in reflected glory and blasting: Differences in identity-management strategies between two groups of highly identified soccer fans. Journal of Language and Social Psychology, 26(4), 381-388. https://doi.org/10.1177/0261927X07306981 DOI: https://doi.org/10.1177/0261927X07306981
Billings, A. C. & Ruihley, B. J. (2013). Why we watch, why we play: The relationship between fantasy sport and fanship motivations. Mass Communication and Society, 25, 5-25. DOI: https://doi.org/10.1080/15205436.2011.635260
Brown, R. (2000), Social identity theory: past achievements, current problems and future challenges. European Journal of Social Psychology, 30, 745-778. DOI: https://doi.org/10.1002/1099-0992(200011/12)30:6<745::AID-EJSP24>3.0.CO;2-O
Brown, W. J., & Bocarena, M. (2007). Celebrity-Persona Identification Scale. In R.A. Reynolds., R. Woods., & J. D. Baker (Eds.) Handbook of Electronic Surveys and Measurements (pp. 302-305). Idea Group Reference. DOI: https://doi.org/10.4018/978-1-59140-792-8.ch037
Carlson, B. D., Todd Donavan, D., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management, 37(4), 370-384. DOI: https://doi.org/10.1108/09590550910948592
Cohen, J., & Perse, E. M. (2003). Different strokes for different folks: An empirical search for different modes of viewer-character relationships. In annual meeting of the international communication association, San Diego, CA.
Dalakas, V., & Melancon, J. (2012). Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN). Journal of Services Marketing, 26(1), 51-59. DOI: https://doi.org/10.1108/08876041211199724
Dhurup, M. (2014). Sport fans and athlete celebrity endorsers: Relationships between celebrity familiarity and endorser-brand fit with brand attitude and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 20, 1537-1550.
Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294. https://doi.org/10.1108/08876040310474828 DOI: https://doi.org/10.1108/08876040310474828
Haugh, B. R. & Watkins, B. (2016). Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media. International Journal of Sport Communication, 9, 278-293. DOI: https://doi.org/10.1123/ijsc.2016-0044
Hinckson, E. A., & Curtis, A. (2013). Measuring physical activity in children and youth living with intellectual disabilities: A systematic review. Research in Developmental Disabilities, 34(1), 72-86. DOI: https://doi.org/10.1016/j.ridd.2012.07.022
Kassing, J. W., & Sanderson, J. (2010). Fan–athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sport Communication, 3(1), 113-128. https://doi.org/10.1123/ijsc.3.1.113 DOI: https://doi.org/10.1123/ijsc.3.1.113
Kelley, S. W., & Tian, K. (2004). Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. In L. R. Kahle & C. Riley (Eds.), Advertising and consumer psychology: Sports marketing and the psychology of marketing communication (p. 27–65). Lawrence Erlbaum Associates Publishers.
Kwon, Y. & Kwak, D. H. (2014). Revisiting the team identification-value-purchase relationship in the team-licensed merchandise consumption context: A multidimensional consumer value approach. Sports Marketing Quarterly, 23, 100- 114.
Marquis, W. A., & Baker, B. L. (2015). Sports participation of children with or without developmental delay: Prediction from child and family factors. Research in Developmental Disabilities, 37, 45-54. https://doi.org/10.1016/j.ridd.2014.10.028 DOI: https://doi.org/10.1016/j.ridd.2014.10.028
Popp, B., Horbel, C., & Germelmann, C. C. (2018). Social-media-based anti-brand communities opposing sport-team sponsors: Insights from two prototypical communities. International Journal of Sport Communication, 11, 339-368. DOI: https://doi.org/10.1123/ijsc.2018-0082
Solansky, S. T. (2011). Team identification: A determining factor of performance. Journal of Managerial Psychology, 26(3), 247-258. DOI: https://doi.org/10.1108/02683941111112677
Spinda, J. S. (2009). The third-person and first-person effects of sports fandom (Publication No. kent12406002224) [Doctoral dissertation, Kent State University]. OhioLink Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1240600224
Spinda, J. S. W. & Puckette, S. (2018). Just a snap: Fan uses and gratifications for following sports Snapchat. Communication and Sport, 6, 627-639. https://doi.org/10.1177/2167479517731335. DOI: https://doi.org/10.1177/2167479517731335
Spitzberg, B. H., & Cupach, W. R. (2008). Fanning the flames of fandom: Celebrity worship, parasocial interaction, and stalking. In J. R. Meloy., L. Sheridan & J. Hoffmann (Eds.), Stalking, threatening, and attacking public figures: A psychological and behavioral analysis, (p.287-321). Oxford University Press. DOI: https://doi.org/10.1093/med:psych/9780195326383.003.0013
Tajfel, H. and Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel and W. G. Austin (eds.). Psychology of Intergroup Relations. (pp. 7–24). Nelson-Hall.
Theodorakis, N. D., Wann, D. L., Nassis, P., & Luellen, T. B. (2012). The relationship between sport team identification and the need to belong. International Journal of Sport Management and Marketing, 12(1/2), 25-38. DOI: https://doi.org/10.1504/IJSMM.2012.051249
Tiago, T., Tiago, F., Faria, S. D. & Couto, J. P. (2016). Who is the better player? Off field battle on Facebook and Twitter. Business Horizons, 59, 175-183. DOI: https://doi.org/10.1016/j.bushor.2015.11.003
Trail, G. T., Robinson, M. J., Dick, R. J., & Gillentine, A. J. (2003). Motives and points of attachment: Fans versus spectators in intercollegiate athletics. Sport Marketing Quarterly, 12(4), 456-473.
Ugwu, F. O., & Ugwu, C. (2013). Beyond BIRGing and CORFing tendencies: Effects of identification with foreign football (soccer) teams on the mental health of their Nigerian supporters. International Journal of Sports Science, 3(6), 233-240.
Wang, Q., Fink, E. L., & Cai, D. A. (2008). Loneliness, gender, and parasocial interaction: A uses and gratifications approach. Communication Quarterly, 56(1), 87-109. https://doi.org/10.1080/01463370701839057 DOI: https://doi.org/10.1080/01463370701839057
Woo, C. W., An, S. K. & Cho, S. H. (2008). Sports PR in message boards on Major League Baseball websites. Public Relations Review, 34, 169-175. DOI: https://doi.org/10.1016/j.pubrev.2008.03.009
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2022 Dr Vicar Solomon, Faiz Younas, Sana Saeed
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-Non Commercial 4.0 International (CC BY-NC 4.0) License: This article is distributed under the terms of the Creative Commons Attribution-Non Commercial 4.0 International License (https://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction
and distribution of the work without further permission provided the original work is attributed as specified on the Journal website at (https://iprpk.com/ojs/index.php/jpap)