Convergence or distinctiveness? Exploring how geographic location influences fan behavior in online fan communities

Purpose This article examines how geographic location (i.e. local or nonlocal) influences fans’ communicative convergence or distinctiveness in the context of an informal online fan community (i.e. Twitter [X]). Nonlocal fans, who live geographically distant from the team they support, derive distinctiveness and belonging from supporting a team from afar. This study considers how these needs materialize in online communication. Design/methodology/approach Text mining and textual analysis were employed to collect and evaluate tweets ( N  = 12,865) in terms of expressed emotion. Tweets were evaluated using the NRC VAD sentiment lexicon (i.e. valence, arousal, dominance) and then categorized based on geographic location and in-group/out-group status. The resulting groups were then analyzed with a two-way multivariate analysis of variance (MANOVA) to examine how geographic location relates to the expressed emotion of tweets. Findings The findings indicate nonlocal fans expressed statistically greater arousal compared to local online community members, reflecting their distinctiveness as nonlocal fans. Nonlocal and local fans expressed similar degrees of valence and dominance in their language, suggesting nonlocal fans converge communication behavior, seeking social approval from the salient online fan community. Originality/value This study suggests that geographic location influences communication behavior in online fan communities. Moreover, nonlocal fans may be valuable, and underutilized, advocates for sports teams in online community settings.