Abstract
ABSTRACTUsing the 3M Model of Motivation and Personality as a theoretical framework, this study develops a three‐level hierarchy of personality traits predictive of fans' parasocial relationship with sports celebrities. Specifically, the findings show that parasocial relationship with sports celebrities is determined positively by materialism (the elemental trait), negatively by self‐esteem (the compound trait) and positively by interest in sports spectatorship (the situational trait). Practical and academic implications are provided.Copyright © 2012 John Wiley & Sons, Ltd.
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