The Interrelationship Between Viewership Motivation, Team Loyalty, Fan Identification and Viewership Behaviour in Cricket: A PLS-SEM Approach

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2024-01-06 DOI:10.1177/09732586231218919

Subrat Sarangi, Amit Kumar Jena

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引用次数: 0

Abstract

Cricket has emerged as a leading sport, with 2.5 billion fans worldwide. This study addresses the gap in the interlinkage between viewership motivation (VM), fan identification (FI), team loyalty (TL) and viewership behaviour (VB) and its implications on media and entertainment companies, cricket administrators and event organisers. The study is based on a survey research design with a sample size of 283 who watch cricket live in stadiums or other digital platforms. The data were analysed, and hypotheses were tested using partial least square-based structural equation modelling. Results establish a positive causal relationship between VM and FI, FI and VB, full mediation effect of FI between VM and VB, and the moderating effect of TL between VM and FI. The causal relationship between VM and VB is not proven in our study, which is in line with the earlier findings. The study provides insights to different cricket stakeholders to accept the importance of the second-order latent construct VM and its positive influence on FI. Promoting team identity in commercials and narratives to positively influence VB is critical, including the promotion of fandom to motivate viewership consumption. Viewers high on TL have high FI, hence the need to target the teams’ loyalists for high viewership explicitly.

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板球运动中观众动机、球队忠诚度、球迷认同和观众行为之间的相互关系：PLS-SEM 方法

板球已成为一项领先的体育运动，在全球拥有 25 亿球迷。本研究探讨了观众动机（VM）、球迷认同（FI）、球队忠诚（TL）和观众行为（VB）之间的相互联系及其对媒体和娱乐公司、板球管理者和赛事组织者的影响。本研究采用调查研究设计，样本量为 283 名在体育场或其他数字平台观看板球直播的观众。对数据进行了分析，并使用基于偏最小二乘法的结构方程模型对假设进行了检验。结果表明，VM 与 FI、FI 与 VB 之间存在正向因果关系，FI 在 VM 与 VB 之间具有完全中介效应，TL 在 VM 与 FI 之间具有调节效应。在我们的研究中，VM 和 VB 之间的因果关系没有得到证实，这与之前的研究结果一致。本研究为不同的板球利益相关者提供了启示，使他们接受二阶潜在结构 VM 的重要性及其对 FI 的积极影响。在商业广告和叙事中宣传球队身份以积极影响 VB 至关重要，其中包括宣传迷信以激励观众消费。TL 值高的观众 FI 值也高，因此有必要明确针对球队的忠实拥趸进行高收视率宣传。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.