Growing yourself as a first-generation American football fan in China: a consumer socialization perspective

This study examines the consumer socialization of first-generation American football fans in China, focusing on how these individuals became National Football League (NFL) consumers within an emerging, under-resourced sport market. Based on the thematic narrative analysis of 26 interviews, this study finds that (a) media plays an influential role, but its effectiveness is limited by consumers’ geographic locations, individual media consumption habits, and socio-economic conditions; (b) active participation can effectively foster social connections that are otherwise absent, yet sustaining engagement demands considerable individual effort due to limited institutional infrastructure; and (c) personal attributes, particularly sport literacy and personality tendencies, significantly influence the overseas socialization process among these first-generation NFL consumers. By illuminating a more actor-centric pathway, this research enriches consumer socialization theory and provides actionable strategies for organizations pursuing global market expansion.