Guided by network theory, the purpose of this paper is to explore the consumption networks of Women’s National Basketball Association (WNBA) fans. Through an egocentric network analysis, the authors utilize hierarchical linear modeling to examine the strength of consumption ties among WNBA fans during the 2019 season. Initial results revealed an unexpected finding: the presence of participants who reported having no fan-to-fan ties, whom we term IsoFans. A second sample of men’s basketball fans was then collected to serve as a comparative confirmation of the unexpected result, whereby...Read more
