Emotional responses data elicited from viewing participants

This study explores how emotional responses and social identity influence the viewing and sharing of viral videos among football fans and non-fans. Grounded in social identity and social sharing of emotions theories, it suggests that identity and emotions drive the sharing behaviour in football fandom. According to social identity theory, fans align strongly with their own team (in-group) while often viewing rival teams and their supporters (out-group) less favourably. The social sharing of emotions theory further suggests that fans are more likely to share videos that elicit intense emotions. The study develops a methodological framework showing that, when exposed to a viral football video, fans demonstrate higher emotional intensity and are more inclined to share than non-fans. The findings highlight that the likelihood of sharing increases when viewers experience peak affective states, emphasizing the role of emotional intensity in the spread of football-related content.