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.

本研究探讨了情绪反应与社会认同（social identity）如何影响足球球迷与非球迷对病毒式传播视频（viral videos）的观看与分享行为。本研究以社会认同理论（social identity theory）及情绪社会分享理论（social sharing of emotions theory）为理论基础，提出身份认同与情绪是驱动足球球迷群体产生分享行为的核心动因。根据社会认同理论，球迷会高度认同自身所属球队（内群体，in-group），而往往对敌对球队及其支持者（外群体，out-group）抱有较低的好感度。情绪社会分享理论进一步指出，球迷更倾向于分享能够唤起强烈情绪的视频内容。本研究构建了一套方法论框架，结果显示：当接触到病毒式传播的足球视频时，相较于非球迷，球迷会表现出更高的情绪唤醒强度，且更愿意进行分享。研究结果凸显，当观众处于峰值情感状态时，分享意愿会显著提升，这进一步强调了情绪强度在足球相关内容传播中的关键作用。