Habitually Scrolling: An Examination Into How Sport Consumers Use Social Media

Uses and gratifications theory has often been used in (sport) communication studies to examine social media usage. Yet, criticisms of uses and gratifications theory (e.g., it overstates purposefulness) and competing research suggesting media use is more habitual and unconscious in nature have often been overlooked. Thus, through semistructured interviews, this research explored how social media is used, identifying five themes: passively, distinctly, periodically, habitually, and universally. Theoretically, this research contributes by highlighting the passive, habitual, and unconscious nature of some sport social media behavior, thereby challenging our current assumptions that sport social media usage is always active, purposeful, and goal directed. It also considers the uniqueness (or lack thereof) of sport content within the social media experience. Managerially, this research helps sport organizations understand how consumers use social media to inform marketing and communication strategies.