Daniel H. Krier: AEJMC 1st Place Student Paper Award Winner

Daniel H. Krier - AEJMC Award - Aug 2016

In August 2016, the Sports Communication Research Group at the 2016 AEJMC Conference in Minneapolis, MN presented me with the 1st Place Student Paper Winner Award for the research project: “Sports Team Identity & Sports Media Consumption Motivations as Predictors of Total Sports Media Consumption.”

Paper Abstract:

This study investigates whether an increase in social identity with sports teams is related to increased motivations and consumption of sports media. Additionally, the study examines what types of motivations to consume sports media relate to time spent consuming. Lastly, an investigation into significant gender differences in motivations to consume as predictors of consumption per day is carried out. Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis was employed to analyze changes in levels of total sports media consumption.

Results indicated that team identity level was a significant predictor of increased time spent consuming sports media, and that four motivational factors (Bonding with Friends, Athletes as Role Models, Social Media Interaction, and Escape from Problems) contributed significantly to changes in media consumption.

Structural Equation Model (PLS-SEM):

Dan Krier - prelim AEJMC SEM

 

Author: Daniel H. Krier, Ph.D.

Hello. My name is Dan Krier, or officially, Dr. Daniel Herman Krier, Ph.D. I am a writer, researcher, and professor. I hold a Ph.D. in Sports Communications (Information and Media) from Michigan State University. Prior to that, I worked as a sports journalist and lived in Los Angeles, where I earned an M.F.A. degree in screenwriting from the University of Southern California Film School (the USC School of Cinematic Arts). I received a B.A. in cellular & molecular biology from Northwestern University in Evanston, IL. As you can tell, I love learning, and I love to teach. I have worked as a teacher and professor since 2009. I have taught Kindergarden through 12th grade, as well as undergraduate courses (including one in which I wrote the textbook). My greatest joy in life is to help others learn!Consumption and Sports Marketing.

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