How Do Fans Feel? A Case Analysis of Measuring and Modeling Attitudes Using Partial Least Squares Structural Equation Modeling

How Do Fans Feel? A Case Analysis of Measuring and Modeling Attitudes Using Partial Least Squares Structural Equation Modeling

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

Virtual fan communities (VFC) have become very popular among fans of sports teams. A VFC provides an online place for fans to meet and discuss the team, consume media, and develop friendships. Students will learn, in this case study, how to use partial least squares structural equation modeling (PLS-SEM) to assess fan attitudes toward the VFC and sponsors of the firm. Students will also learn how sport organizations can benefit from leadership with statistical know-how. The case is fictional, but it is based on an actual research study conducted in conjunction with a prominent virtual fan community in which ownership had an interest in fans’ attitudes toward their service.

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