Identity Management Strategies, Sports Fandom and Para-social Relationships in Cricket Fans

Abstract

The current research investigated the relationship among identity management strategies, sports fandom and para-social relationships in cricket fans. It was hypothesized that there would be a relationship among identity management strategies, sports fandom and para-social relationships while sports fandom would mediate between identity management strategies and para-social relationships. By employing a cross-sectional correlational research design, a sample of (N = 120) cricket fans with an age range of (18-30) years (M = 22.34, SD = 2.62) was recruited through non-probability purposive sampling technique. Study variables were assessed through the Basking in Reflected Glory Scale (Spinda, 2009), Cutting off Reflected Failure Scale (Spinda, 2009), Sport Spectator Identification Scale (Gwinner & Swanson, 2003) and Celebrity-Persona Identification Scale (Brown & Bocarnea, 2007). Results revealed a positive association among all study variables while sports fandom was found to partially mediate identity management strategies and para-social relationships in cricket fans. Findings have interdisciplinary implications within the fields of group dynamics; sports sciences, sociology and social psychology as it is a research-based, empirical addition to existing indigenous literature regarding cricket that is the most popular game in the country. Also, it highlights the respective association and predictive value of the study variables which can be further investigated across other games, as well as across disciplines.