Multiple Identities as Buffer or Catalyst? An Investigation of Psycho-Behavioral Effects of Sports Fans’ Exposure to Abusive Social Media Content

Sports, traditionally pregnant with aggression and violence, are now a breeding ground for online abuse, where toxicity and malicious campaigns on social media have even afflicted national sports role models together with their huge fan base. Drawing on an online survey of 917 Chinese volleyball enthusiasts, this study investigated the psycho-behavioral outcomes of sports fans' social media exposure to abusive messages about their idols through the lens of rejection-(dis)identification theory. Findings indicate that fans' subjective frequency of negative social media exposure is significantly negatively associated with their sport-related well-being but has no direct connection with their offline sport engagement. The study particularly delves into the mediating roles of fans' multiple identities, namely sport identity as a competitive mediator and national identity as a complementary mediator. Furthermore, with multi-group structural equation modeling and mediation analyses on gender sub-groups, gender differences were determined such that male fans, compared with female fans, were more likely to marshal their identity capital, which effectively enhanced their well-being and participation in sports. By linking classic theoretical propositions, this study offers a nuanced understanding of the sociopsychological consequences of online abuse in sports for ordinary social media users, contributing to both theoretical insights and practical implications.