Understanding the Relationship Between Social Media, Fanship, and Behaviors in Collegiate Athletics

This study is a survey-based examination of social media\u27s relationship with identity and behavioral intentions in the area of collegiate athletics. Based on social identity and organizational identity theories, this study focuses on the role that social media can play in the development of individuals\u27 attitudes and the behaviors that result from them. In doing so, the study becomes one of the first to analyze this relationship and provides a benchmark with which to help develop future studies. Findings show significant correlations between the consumption of an athletic program\u27s social media campaign, level of self-identity with that program, and likeliness to engage in program-friendly behaviors among the sample