Identifying the Role Components of Sports Stars on Fans' Behavioral Characteristics

This study aims to identify the key components of the influence of sports stars on the behavioral characteristics of fans. This research employed a qualitative approach using semi-structured interviews with a purposive sample of 38 participants, including sports managers, national champions, and social media followers of sports stars. The participants were selected through snowball sampling and expert selection with maximum diversity. Data collection began in June 2021, with interviews ranging from 45 minutes to 2 hours, conducted in one or two sessions. Open-ended questions were used to explore factors influencing fan behavior, and responses were analyzed using axial and selective coding. The data were coded and analyzed systematically with the assistance of MaxQDA software to identify key themes and patterns. The findings revealed five key dimensions of fan behavior influenced by sports stars: (1) Citizenship Behavior, influenced by positive personality traits and social responsibility of sports stars; (2) Emotional Behavior, shaped by pivotal events and media representation; (3) Consumer Behavior, driven by the popularity and endorsement of sports stars; (4) Normative Behavior, promoting social values and responsible actions; and (5) Deviant Behavior, influenced by group pressures and emotional triggers. The study highlighted the significant role of social media in amplifying the influence of sports stars on fans’ behaviors. The results suggest that sports stars significantly shape fan behavior across multiple dimensions, with social media acting as a crucial medium for interaction and influence. The findings emphasize the importance of ethical behavior and social responsibility of sports stars in promoting positive fan engagement while highlighting the potential risks of negative influence. Policymakers and sports organizations should consider strategic interventions to leverage the positive impact of sports stars and mitigate adverse effects.