ABSTRACT
Sport is a part of everyday life in contemporary society. Sport can shape relationships at every level, including diplomatic, cultural, economic, organizational, community, and interpersonal (L’Etang, 2006). Consumer demand for watching mediated sporting events and related content continues to soar. Research has shown that sports fans are unique and different from consumers of other media entertainment genres in terms of their media use. Sports fans seem generally motivated to search for information about their favorite teams, players, and coaches. They are not only emotionally involved in a game’s outcome, but also are motivated to search for additional content before and after an event (Gantz, Wang, Paul, and Potter, 2006). Because of the rapid growth of digital media technology, fans can read articles, view highlights, or even tweet about a play that just happened through their personal devices (such as mobile phones, tablet PCs), while watching a game on television.
