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.”
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):