Applying the integrative model of behavioral prediction and attitude functions in the context of social media use while viewing mediated sports

Based on the integrative model of behavioral prediction and attitude functions, the present investigation examines the motivations and factors that predict one’s intentions to use social media while viewing mediated sports. Structural equation modeling analysis revealed that the utilitarian functions, the social identity function, the self-esteem maintenance function, and self-efficacy positively predicted attitudes toward social media use while viewing mediated sports. Controlling for other possible behaviors, attitudes, norms, and self-efficacy predicted intentions to use social media. Results demonstrated that the integrative model, coupled with attitude functions, can explain a large amount of variance in one’s attitudes and media choice tendency.

► Social media use during mediated games serves utilitarian, social identity, and self-esteem maintenance functions. ► Self-efficacy and attitude functions predict attitudes toward social media use. ► Attitudes, self-efficacy, injunctive norms, and descriptive norms predict intentions to use social media. ► Those who intend to use other forms of communication are more likely to use social media.