Batting Outside the Field: Examining E-Engagement Behaviors of IPL Fans

ABSTRACT

This study examines the relationship between cognitive awareness and perceived knowledge of sports fans' social media engagement behaviors. Data were collected through an online survey of 236 adults from India who identified as Indian Premier League (IPL) fans. The findings of the study suggest that perceived knowledge and cognitive awareness of sports are precursors to social media engagement behaviors of sports fans. Further, sports fandom mediates links between perceived knowledge and cognitive awareness with social media engagement. The findings hold special significance for contemporary COVID scenarios because physical engagement is being substituted by digital engagement.