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Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh and John Nadeau

to communicate on the Facebook sites of sport clubs Consumers’ motives-focused empirical study. Used SRM content of NBA fans ○ Sport drivers (passion, hope, esteem, and social) ○ Mediating role of social media ○ Identity Found that fans exercise four key motives as they draw value from the SRM