Identity Management Strategies, Team Identification and Para Social Relationships among Sports Fans

Sana Saeed (MSc, 2014-2018) Supervisors: Vicar Solomon & Farah Malik, PhD

The present research aimed to investigate the relationship between identity management strategies, team identification and para social relationships among sports fans. It was hypothesized that there would be relationship between identity management strategies, team identification and para social relationships among sports fans; identity management strategies and team identification were likely to predict para social relationships and there would be differences in favorite game on identity management strategies, team identification and para social relationships. It was a correlational research comprised of 120 sports fans (N = 120) with age range of 18-30 years collected via purposive sampling technique. Research tools included Basking in Reflected Glory Scale (Spinda, 2009), Cutting Off Reflected Failure Scale (Spinda, 2009), Sport Spectator Identification Scale (Wann & Branscombe, 1993) and Celebrity-Persona Identification Scale (Brown & Bocarnea, 2007). Results revealed that there was significant positive relationship between BIRGING, team identification and para social relationships but non- significant relationship with CORFING. CORFING was found to be non- significantly associated with team identificationbut significantly associated with para social relationships. Moreover, team identification significantly positively correlated with para social relationships. Regression analysis indicated that BIRGING, CORFING and team identification significantly predicted para social relationships among sports fans. Generalizations from the current findings should be undertaken with other settings because the behaviour of sports fans might be different in other settings.

Keywords: Identity Management Strategies, Team Identification, Para Social Relationships, Sports Fans.

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