Abstract

Abstract:

A uses and gratifications approach was adopted to explore the motivations of a national sample of 388 fans of the National Football League. Competition had a significant direct effect toward consumption minutes of NFL content, while relationship building had a significant inverse effect. Motives changed in regard to fantasy football media consumption, with Schwabism and habitual use significantly influencing fantasy football media consumption, while entertainment had a significant inverse effect. Eight additional motivational differences were detected when differentiating by device utilized, along with 10 motivational differences when differentiating by type of media consumption (e.g., live events or sharing user-generated content).

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