Abstract:
Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and
excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near
future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives
to follow one-day cricket.
Design/methodology/approach – The data are collected by means of a cross-sectional survey conducted
among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are
analysed by employing a structural equation modelling procedures to reach meaningful conclusions.
Findings – The variables of patriotism, nostalgic associations, excitement and drama of the game, and
interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near
future. However, the moderating effects of social influence only moderated with interest in star players, which
has practical and theoretical implications.
Originality/value – The study is an original contribution to the field of sports marketing. The proposed
relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social
influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’
motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also
unique to this study.
