Fan Identity and Consumption Among Turkish Football Fans: Preliminary Findings

This study examines how fans' emotional and social bonds with their teams and the influence of fan groups predict direct consumption patterns. In addition to traditional fan behaviors, the study examines emerging digital consumption, including subscription to broadcast platforms, social media engagement, and streaming media use. 128 football fans from Türkiye participated in the study (74.2% male, 25.8% female; M = 28.99, SD = 10.21). The Fan Social Identity Scale (Cameron, 2004) was used to measure fan identity characteristics. Fan consumption behaviours (e.g., stadium attendance, media use, and digital engagement) were assessed using a demographic form comprising 7-point Likert-type frequency items on social media use and continuous variables specific to the current season. The predictive role of fan identity on traditional and mediated consumption parameters was analyzed using linear regression. Fan identity was not a significant predictor of stadium attendance (p > .05). However, the “Centrality” dimension of social fan identity significantly predicted the number of matches fans "intended to attend but could not." It also predicted both digital and traditional media consumption. Following social media profiles (B = .498; p < 0.05) was a stronger predictor than sports programs (B = .383) and TV match following (B = .290). Fisher’s Z results showed no significant difference between these regression coefficients (p > 0.05). This research indicates centrality is a key component of fan identity in shaping consumption behaviours. Highly identified fans appear to favor accessible digital channels despite expressing intentions to attend matches.