The Role of Video on Sports Fan Attitudes
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Given its importance in the brand management of sports teams, this study primarily investigates the influence of sports video on fandom and team loyalty. Building upon a history of research on fan motivation, the Self-Determination Theory, the hierarchy of effects model and team loyalty, the present research intends to provide a better distinction of sports video effects (Tsiostou, 2013; Trail and James, 2001; Deci and Ryan (1985); Chao, 2010). By executing multiple t tests and a one-way ANOVA in a pre-post experiment, this theoretical framework tests the influence of video on fans and their self-reports on team loyalty, team involvement, team attachment, team self-expression and team trust. Overall, this research provides a discussion on sports video with several implications on how sports marketing managers can develop more loyal sports fans for their brand.