Sai Datta Mikkilineni

Binge drinking is a major public health concern on college campuses and shares a deep connection to sporting culture. As such, student-athletes are potential referent points for addressing this destructive behavior among the student body. This study utilizes the theoretical frameworks of the elaboration likelihood model (ELM) and parasocial relationships (PSRs) to investigate the effects that student-athletes’ health advocacy has on college students’ attitudinal and behavioral intentions to binge drink. Analysis of data collected from 161 college students, who met the clinical definition of binge drinkers, indicated that issue involvement was associated with more favorable attitudes and the intention to continue drinking, and a disregard for student-athlete health advocacy. Greater degrees of source involvement (i.e., PSR), with depicted student-athletes, however, was found to positively affect elaboration and indirectly foster behavioral intentions to cease binge drinking. Results enhance our understanding of the ELM by suggesting source involvement – as opposed to issue involvement – can be an effective means of encouraging elaboration and decreasing college students’ behavioral intentions to binge drink.

COVID-19 ushered new forms of media engagement when traditional sporting events and league play were suspended. Subsequently, certain sections of the audience moved online to fill their needs typically satisfied via traditional sport consumption. Esport is one such form of digital entertainment that significantly altered the ways in which sport fans can immerse themselves in related content. To examine how those audience obtained gratifications, we surveyed traditional sport fans who have either increased or initiated esports media consumption during the pandemic, doing so through the lens of media dependency theory. Results from 155 sports fans demonstrate three key findings. First, gratifications for traditional sports were significantly higher than those of esports. Secondly, ascending esports consumers maintained significantly more intense gratifications than did new users. Finally, media dependency was a significant, positive predictor of all 12 of the traditional sports motivations and 9 of the 12 esport motivations.