The purpose of the current studywas to examine howtwo key characteristics of sports fan communities - relative size and homogeneity (behavioral similarity among fans) - influence potential fans' perceptions and intentions to support the team. Study 1 showed that relative size and homogeneity created a two-way interaction effect on potential fans' support intentions, such that the low-homogeneity fan community resulted in greater support intentions in the minority condition, whereas the high-homogeneity fan community resulted in greater support intentions in the majority condition. Study 2 revealed a boundary condition of this interaction effect: The interaction effect disappeared when potential fans had extremely low levels of involvement with watching the sport. Study 3 showed that potential fans' perceptions regarding similarity to fans and social pressure mediated the effect of relative size on their support intentions.
|Number of pages||17|
|Journal||Journal of Sport Management|
|State||Published - Mar 1 2020|
- Brand community
- Group perception
- Social influence