Tsahi (Zack) Hayat, Tal Samuel-Azran, Tal Laor, Yair Galily
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Unveiling the Intersection of Individual Stardom and Team Loyalty in Social Network Reflections: The Case of Soccer-Stars Ronaldo and Messi
This study investigates sport fandom’s major dimensions: star attraction and team identification, analyzing transfers of soccer players Ronaldo and Messi. Data from teams’ official social media (Instagram, Facebook, and Twitter/X) using scripts inform our analysis. Results reveal star attraction’s significant prominence over team identification. Instagram, linked to celebrity culture and star fandom, displays the highest online growth, emphasizing star attraction’s centrality in sport fandom on social media. Implications for fans, teams, and marketers are discussed, emphasizing the need for nuanced understanding to enhance engagement and marketing. Overall, valuable insights into sport fandom’s complex dynamics in the social media age emerge.
期刊介绍：
American Behavioral Scientist has been a valuable source of information for scholars, researchers, professionals, and students, providing in-depth perspectives on intriguing contemporary topics throughout the social and behavioral sciences. Each issue offers comprehensive analysis of a single topic, examining such important and diverse arenas as sociology, international and U.S. politics, behavioral sciences, communication and media, economics, education, ethnic and racial studies, terrorism, and public service. The journal"s interdisciplinary approach stimulates creativity and occasionally, controversy within the emerging frontiers of the social sciences, exploring the critical issues that affect our world and challenge our thinking.
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