The Role of Sports Stars in Shaping Fans' Behavioral Characteristics

Abstract

Objective: The objective of this study is to investigate the impact of sports stars on the behavioral characteristics of fans. Methodology: This research utilized a mixed-method approach (qualitative-quantitative) conducted in two phases. In the qualitative phase, data were collected through in-depth interviews with experts and active sports fans on social media platforms. In the quantitative phase, a researcher-designed questionnaire was distributed among 186 fans and sports managers using purposive sampling. Data analysis was performed using SPSS and Smart PLS software. Findings: The findings revealed that sports stars have a significant impact on all aspects of fan behavior. The influence of sports stars on citizenship behavior (path coefficient 0.992), emotional behavior (path coefficient 0.909), consumptive behavior (path coefficient 0.446), and normative behavior (path coefficient 0.503) was positive and significant, while their effect on deviant behavior was negative and significant (path coefficient -0.592). Conclusion: The results of this study suggest that sports stars significantly influence fans' behaviors, acting as social role models to enhance positive and responsible behaviors while reducing deviant actions. These findings recommend that sports organizations and managers leverage the influence of sports stars to improve fan engagement and foster loyalty.