Being a sports fan is not a new concept. What has changed however are the ways in which we identify with and experience sport. Current research has largely considered sport fans to be organization members due to a set of shared, defining attributes between team, player and consumer. Yet previous scales of team identification have only been unidimensional in nature, scaling just one aspect of psychological connection and not the conduit to these experiences.
The evolution of sport media consumption has progressively become more digitally-centered and immersive with the adoption of platforms such as social media and virtual reality. This emphasis in technology means that team identification is likely stimulated by new patterns of digital media consumption and participation.
My dissertation aims to explore sports mental market from an emotional and digital perspective. Your contribution in completing this survey will aid in presenting research to illustrate how modern-day sport experiences are constructed and serviced in both physical and digital spaces.