By Sunil Agnihotri

Any hockey fan can attest to the fact that there is a lot to consume when following the game. Through different channels, professional sports offer a variety of products reflecting the demands of their fans. Mason (1999) found that aside from buying merchandise and attending live events, fans consume the uncertainty that surrounds the game. Along with the three periods and potential overtime, fans find uncertainty in player status, team management, commerce and economics, league administration, performance trends or anything else that might impact the final results of a game. Pushing the uncertainty level even higher is the amount of misinformation released by the league and its teams to protect their financial interests.

And when there is uncertainty, speculation, gossip and discussion is soon to follow.

With the rapid development and usage of web technology and online communication tools, anyone with a simple understanding of the game…