The impact of social media-related motivation on fantasy sport users’ playing skills, sense of competition and performance expectancy

• Published in: Asia Pacific journal of marketing and logistics
• Main Authors: Rai, Jaskirat Singh, Cho, Heetae, Itani, Maher, Singh, Amanpreet
• Format: Journal Article
• Language: English
• Published: 09.05.2024
• ISSN: 1355-5855
• DOI: 10.1108/APJML-11-2023-1166

Purpose This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of competition and performance expectancy based on the uses and gratifications theory. Design/methodology/approach Data were collected from 453 fantasy sport users on social media platforms. We conducted confirmatory factor analysis to assess a measurement model and used serial mediation techniques to examine the relationship between social media-related motivation and fantasy sport users’ performance expectancy. Findings Results showed that social media-related motivation had significant and positive impacts on fantasy users’ playing skills, sense of competition and performance expectancy. Additionally, we found that fantasy users’ playing skills increased their sense of competition and performance expectancy. A sense of competition was found to positively affect fantasy users’ performance expectancy. Originality/value This study provided a valuable contribution to the existing body of knowledge on social media by investigating the influence of social media-related motivation on fantasy sport users. The findings reveal that sharing content-based information on social media platforms plays a vital role in attracting and motivating individuals to engage in fantasy sports. The updated information enhances the playing skills of fantasy users, fosters a sense of competition and improves performance in virtual sport.