JOURNAL ARTICLE

The Interrelationship Between Viewership Motivation, Team Loyalty, Fan Identification and Viewership Behaviour in Cricket: A PLS-SEM Approach.

  • Published In: Journal of Creative Communications, 2026, v. 21, n. 1. P. 119 1 of 3

  • Database: Communication Source 2 of 3

  • Authored By: Sarangi, Subrat; Jena, Amit Kumar 3 of 3

Abstract

This article investigates the relationships among viewership motivation (VM), fan identification (FI), team loyalty (TL), and viewership behaviour (VB) in men's international cricket, based on a survey of 283 Indian cricket viewers. Using partial least squares structural equation modeling, the study finds that VM positively influences FI, which in turn positively affects VB, with FI fully mediating the relationship between VM and VB. Additionally, TL moderates the relationship between VM and FI, such that viewers with higher team loyalty exhibit stronger fan identification. These findings highlight the importance for cricket stakeholders—such as media companies, sponsors, and event organizers—to focus on enhancing fan identity and team loyalty to sustain and increase cricket viewership, particularly in the Indian market.

Additional Information

  • Source:Journal of Creative Communications. 2026/03, Vol. 21, Issue 1, p119
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2026
  • ISSN:0973-2586
  • DOI:10.1177/09732586231218919
  • Accession Number:191348338
  • Copyright Statement:Copyright of Journal of Creative Communications is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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