The article explores the dynamics of sports fans and proposes that a more profound comprehension of fandom makes people understand the concept of loyalty. After defining fans as people who are inspired by orgiastic rites, the writer gives their unique features as customers. Some of them are strong attachment to consumption objects, loyal behaviors like a repeat of purchase, and informal membership behaviors like investment and co-production. Furthermore, the writer categorizes the different types of fans based on literature, motivation, and classification. Generally, there are temporary, devoted, and fanatical fans. Before tackling the concept of loyalty, the writer defines involvement as a state of motivation, interest, or arousal towards a particular recreational activity or associated product. When it comes to loyalty, the writer divides the topic into the attitudinal aspect represented by the psychological commitment of a fan and behavioral, whereby loyalty is represented by past behavior and intentions. The writer also defines and lists the dimensions of motivation factors that influence loyalty. The factors include group affiliation, emotional stimulation, economic, self-identity, information acquisition, and group dis-association. The writer concludes by portraying a proposed conceptualized model that looks at motivations and their effects on enduring and situational involvement.
The article tackles a relevant topic in the world today, that is, consumers of sports. The article has its strengths in that the writer flawlessly categorizes the fans. Additionally, there are tables and figures at the end of every explanation, which shows the writer had done some thorough research. What is more, the writer uses and incorporates the work of others to complement the research topic. To top it off, there are four sample groups of respondents used, which guarantees diverse and better results. While this is the case, the article has some shortcomings. It is shallow in some areas, particularly methodology and findings. While the writer mentions that four different sample groups were used, their findings are not listed. Moreover, the writer cumulatively states the findings. For example, the writer states that fans expressed group affiliation as one of the reasons to attend football, rugby, and cricket matches. For a research paper, that is shallow. Instead, the writer should have added a figure and state that 60% of interviewees expressed group affiliation as one of the reasons to attend football, rugby, and cricket matches.
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