Sport activism and advocacy have received substantial attention in both academic and popular literature. However, recent years brought controversy, and corresponding advocacy, around a new topic—COVID-19 vaccines—which offers an interesting research opportunity since fans may view athlete engagement with health topics differently from other causes. Thus, this study explored the effect of athlete health-related advocacy on the corresponding fan attitudinal and behavioral changes directed toward both the athlete and the athlete’s team. A quasi-experimental design was utilized and both...Read more
