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Full-Text Articles in Sports Management
The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park
The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park
Graduate Theses and Dissertations
The purpose of this study was to (a) identify the motivational factor for subscribing to collegiate athletics' social media (b) analyze the effect of subscribing to collegiate athletics' online social media on team identification (c) analyze the effect of subscribing to collegiate athletics' online social media on behavior intentions mediated by team identification. The study also examined the difference across demographic information which can be used for fan segmentation. By analyzing a total of 146 undergraduate students from University of Arkansas Recreation and Sport Management classes, this dissertation found the following.
This study verified seven motives for subscribing to school …