Method: After a literature review, expert panel review, and pilot study, a 14-item survey was developed to measure spectators’ use of social media, perceptions regarding the risk of fan aggression, and intentions to use social media to reduce such risk. Students (N=403) from two classes at a southeastern U.S. university were invited to participate in the study. A total of 334 students completed the online survey representing an 83% response rate. Data were analyzed utilizing SPSS 18.0.
Analysis/Results: Respondents were approximately 72% female, 96% were 18-22-years-old, 97% had a Facebook profile, 52% had a Twitter account, and 91% had attended at least one major sport event. Of the 303 respondents who attended a major sport event, 23% occasionally felt at risk from aggressive fans while 8% frequently or very frequently felt at risk. Over 47% agreed or strongly agreed that using social media to communicate with authorities would reduce such risk. However, only 34% agreed or strongly agreed they would use social media to communicate with authorities. Almost 37% agreed or strongly agreed that using social media to communicate with friends and others would reduce the risk. Interestingly, 43% agreed or strongly agreed that they would use social media to communicate with their friends/others regarding fan aggression. Strong, positive associations were found between beliefs and intentions regarding using social media to receive important, timely info (Gamma = .656, p < .001), communicate with authorities (Gamma = .548, p < .001), and communicate with friends/others (Gamma = .341, p < .001) regarding fan aggression.
Conclusions:
Using social media as an additional, two-way, line of communication may enhance security and reduce the risk of fan aggression. Almost 81% of respondents had a phone capable of social media communication. In addition to communicating about fan aggression, future research should explore the use of social media to manage other risks at major sport events (e.g., terrorism, weather threats).