Virtual Tailgating: A Q-Methodology Analysis of Why Sports Fans Visit Online Sports Forums

Sports fans are no longer relying solely on traditional media to get news and information about the teams they support. They often turn to social media—including online sports forums—as a primary source of information. Using Q-sort methodology, this study sought to understand more about sports-forum participants and why they visit and participate in these online forums. A factor analysis identified three types of sports-forum participants based on personality characteristics and opinion statements: tailgaters, trivia seekers, and bandwagon fans. The identification of these factors tends to support previous research examining the motivations for visiting and using online sports forums.