Title: Game changers: how marketable lifestyle, brand image, and athlete activism spark fan responses on social media

Authors: Caroline S.L. Tan

Addresses: Graduate School of Business Sciences, University of Tsukuba, Tokyo, Japan

Abstract: This study examines how the relationships between an athlete's marketable lifestyle, specifically their life story, role model qualities, and relationship effort, and their activism on social media influence fans' emotional reactions and behavioural responses. Data from an online survey of 326 Japanese participants were analysed using structural equation modelling (AMOS). The findings reveal that an athlete's life story significantly influences fans' calls for punishment but does not trigger strong emotional responses. Role model qualities show no significant impact on attitudes toward activism. Emotional reactions, rather than rational evaluations, emerge as central drivers of fan response. Notably, relationship effort functions as a key mediator linking athlete attributes to fan reaction. These results challenge conventional views of athlete-fan dynamics and offer practical insights for sports organisations and public relations teams. By underscoring the emotional dimension of fan engagement, the study provides guidance for managing athlete branding and activism in more emotionally resonant ways.

Keywords: athlete marketable lifestyle; athlete activism; brand image; fan response; role model qualities; relationship effort; fan reaction; negative affection; punishment-oriented response; social media engagement; athlete branding.

DOI: 10.1504/IJSMM.2025.153079

International Journal of Sport Management and Marketing, 2025 Vol.25 No.2/3, pp.111 - 132

Received: 14 Apr 2025
Accepted: 08 Nov 2025
Published online: 21 Apr 2026 *

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