COVID-19: A Parallel Multiple Mediation Model of Fan Identification, Social Media Engagement, and Stress

This study examines how sports fans who closely identify with the sports property are associated with engagement behaviors on social media, and further investigates whether those fans are differentially associated with stress experiences amid the COVID-19 outbreak. We posit that highly identified fans with their favorite team in foreign sports leagues will show higher engagement behaviors on social media (i.e., consuming, contributing, and creating activities) than those low in identification. Given all major professional sporting events in the world have been suspended, we also predict that a higher level of engagement behaviors on social media will be related with a higher level of stress. This study proposes a parallel multiple mediation model to examine the relationships among fan identification, social media engagement, and stress appraisal in response to COVID-19. Our findings indicate that stress to the cancellation of sporting events caused by COVID-19 among sports fans varies to the extent that their identity and media engagement behaviors were higher or lower. Future research may need to consider the proposed model with a longitudinal design if the impact of the pandemic remains substantial over the next year.