Do fairness perceptions influence viewers' attitudes? The role of perceived service fairness in viewership of the English Premier League

Sports and fairness are inextricably linked. In regard to such matters, this study was designed to examine: 1) how perceived fairness constructs - distributive, procedural, and informational - affect systemic (overall) fairness in mediated sports; 2) how systemic fairness influences viewers' satisfaction with, brand image of, and trust in sporting events and their respective sports league. A questionnaire was used to collect data from 413 viewers who watched 2020-2021 English Premier League (EPL) matches. Results indicated that three types of fairness perceptions positively influenced the viewers' perceived systemic fairness. Such systemic fairness was positively associated with game satisfaction and brand image of the EPL. Furthermore, sport league's brand image exerted a considerable impact on the trust that the viewers placed in the sport league. This research extends our understanding of perceived fairness in mediated sports by uncovering a mechanism for augmenting desired sports viewers' attitudes toward sporting events and the league.