An Examination of Twitter’s Role in the Formation of Collegiate Sport Fans ’ Allegiance

ii Allegiance has long been considered one of the most notable research topics in sport studies (Funk & Pastore, 2000; Wann & Branscombe 1990). Allegiant fans are those who have formed strong connections to their favorite team, and these attitudes strengthen their psychological involvement. Twitter has grown dramatically since its inception in 2006, totaling more than 500 million users as of early 2013 (Gupta, Goel, Lin, Sharma, Wang, & Zadeh, 2013). Twitter is one of the most popular communication technologies used by both fans and sport organizations (Clavio, 2011), and allows individuals, organizations, and other social groups to connect with one another (Hambrick, Simmons, Greenhalgh, & Greenwell, 2010). The purpose of this study was to examine the mediating effects of Twitter on the formation of fan allegiance using the revised Psychological Continuum Model (PCM), which reflects fans ’ psychological development to allegiance with a particular sport team