Information Seeking on the Internet: A Study of Soccer Fans on the WWW

This study examines the information-seeking behavior of soccer fans on the world-wide web (WWW). Results based on the number of hits to soccer websites before and after 77 matches suggest that although information seeking increases post-win, it fails to reduce significantly post-loss (compared to a control). It is argued that seeking information on the Internet provides an opportunity for self-enhancement. It is further argued that people are able to seek information on the WWW that would normally be avoided due to its socially threatening nature.

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