Exploring the Relationship between Sport Fan Identification and Addiction to Digital Sports Media

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.