The Effect of Desire for Being Liked on Intention to Continue Sports: The Mediating Role of Social Media Self-Presentation
The Effect of Desire for Being Liked on Intention to Continue Sports: The Mediating Role of Social Media Self-Presentation

Summary/Abstract: This study aimed to determine the mediating role of social media self-presentation in the relationship between the desire to be liked and the intention to continue sports. This correlational survey study involved 357 students from the faculty of sports sciences. Data were collected using the Desire for Being Liked Scale, The Intention to Continue in Sports Scale, and the Social Media Self-Presentation Scale. Confirmatory factor analysis (CFA) was conducted using AMOS 21 to test the measurement model. Normality tests, pearson correlation analysis, and bootstrap-based regression analysis were then used to test the hypotheses with SPSS 25 and the PROCESS macro developed by Hayes (2022). The study found that the desire to be liked was positively associated with the intention to continue sports, supporting hypothesis 1. According to the bootstrap-based regression analysis, the desire to be liked had a significant effect on social media self-presentation (b=1.155; p<.001). When a mediating variable was added to the model, it was observed that social media self-presentation is a significant predictor of the intention to continue sports (b=.235; p<.01). When the desire for being liked was held constant, it was determined that the direct effect on the intention to continue sports was not significant (c'=.064; p>.05). Finally, it was determined that the indirect effect of the desire to be liked on the intention to continue in sports, mediated by social media self-presentation, was significant (b=.272; 95% CI=.226-.442). The findings indicate that social media self-presentation mediates the relationship between the desire to be liked and the intention to continue sports among students in the faculty of sports sciences.

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