Habitually Scrolling: An Examination Into How Sport Consumers Use Social Media

Uses and gratifications theory has often been used in (sport) communication studies to examine social media usage. Yet, criticisms of uses (e.g., it overstates purposefulness) competing research suggesting use is more habitual unconscious nature have overlooked. Thus, through semistructured interviews, this explored how used, identifying five themes: passively, distinctly, periodically, habitually, universally. Theoretically, contributes by highlighting the passive, habitual, some sport behavior, thereby challenging our current assumptions that usage always active, purposeful, goal directed. It also considers uniqueness (or lack thereof) content within experience. Managerially, helps organizations understand consumers inform marketing strategies.