Augmented Basking in Reflected Glory? A Case Study of Psychological Mechanisms Underlying Sport Fans’ Augmented Reality Filters

Among all the innovative applications of immersive technologies in the sport industry, augmented reality (AR) has demanded more scholarly attention. Particularly, using AR face filters that layer computer-generated visual effects over the physical world on mobile devices became a valued marketing tactic that brands employed to attract fans. Yet, limited empirical evidence has explored the effect of AR on sport fans’ digital fandom. Through an online quasi-experiment (N = 250) following a 2022 FIFA World Cup match between the U.S. and U.K. soccer (e.g., association football) teams, data suggest an important role of BIRGing (basking in reflected glory) in influencing fans’ AR filter use. Specifically, fans with a stronger tendency to bask in reflected glory elicited a higher perception of affiliation and enjoyment, which tended to be more likely to use AR. These effects were heightened when fans’ team identification was higher and they believed their team performed better. Theoretical and practical implications were addressed accordingly.