Given Slovenia’s independence in 1991, examining the potential impact of Olympic media consumption on this young nation offers a unique opportunity for scholarly investigation. Prior examinations of Olympic telecasts in Slovenia have uncovered core elements of nationalized pride and focus (Ličen & Billings, 2013a), yet have not fully explored the potential effect of the mass viewership found within the Olympics. This study explores how social cognitive and social identification theories interact to influence consumption behaviors relating to international competition—in this case, the Olympics. For this study, 175 respondents were surveyed to examine the relationship among personal determinants defined by one’s national identity, Olympic fan involvement, and behaviors related to Olympic media consumption. Findings revealed that basic identification with Slovenia as a nation, and a need to defend Slovenia when faced with discouraging opinions, influenced one’s fan involvement with the Olympics, which in turn influenced digital and televisual media consumption.
Brown is with the Dept. of Advertising and Public Relations; Billings is with Dept. of Journalism and Creative Media; The University of Alabama. Ličen is with the Dept. of Sport Management, Washington State University. Devlin is with the Dept. of Advertising, Texas State University.