Using attitude functions, self-efficacy, and norms to predict attitudes and intentions to use mobile devices to access social media during sporting event attendance

The recent years have observed an increased use of social media through mobile devices on different occasions. The present investigation examines why sports spectators use social media (e.g., Facebook and Twitter) while attending sporting events. Based on a cross-sectional survey of 466 participants who generally attended games with friends or family, structural equation modeling analysis revealed that social media use through a mobile device during sporting event attendance served four functions: information-based and game pleasure-based utilitarian functions, an ego-defensive function, and a value-expressive function. The first three functions, descriptive norms, and self-efficacy predicted attitudes toward social media use. When placed within a larger theoretical framework, attitudes, self-efficacy, descriptive norms, and the ego-defensive function predicted intentions to use social media during sporting event attendance. Both theoretical and practical implications are discussed.