An Examination of the Relationship Between Fan Loyalty Displayed on Social Media Sites and Internet Gambling Addiction Among Sports Fans
Year: 2026
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to examine the relationship between fan loyalty displayed on social media sites and internet gambling addiction among sports fans. The quantitative study was conducted using a correlational survey model. The study group consisted of 300 college students aged 18 and older who supported a sports team and used social media. Data were collected using a Personal Information Form, the Fan Loyalty Scale on social media, and the Internet Gambling Addiction Scale. Descriptive statistics, the Mann–Whitney U test, and Spearman’s rank correlation coefficient were used in the data analysis. The participants’ total fan loyalty score was determined to be 36.22 ± 9.90, while the total internet gambling addiction score was 95.90 ± 16.29. While the total fan commitment score did not differ significantly by gender, the total internet gambling addiction score was found to be higher among men. Participants who followed their favorite team’s social media accounts had higher fan commitment scores, whereas their internet gambling addiction scores did not differ based on whether they followed the accounts. A negative, low-level, and significant relationship was found between fan loyalty and internet gambling addiction. The findings indicate that digital fan loyalty does not strongly or linearly overlap with online gambling addiction; the relationship must be considered in conjunction with demographic and behavioral variables.
DOI: 10.47778/ejsse.183
Author: Necmettin Parlak
Institution: Adnan Menderes University
Language: English
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7214551525