A study of fan interaction with sports clubs via social media in the digital age
DOI:
https://doi.org/10.61265/mjph.2026.31132الكلمات المفتاحية:
Social Media Engagement، Fan Interaction، SEM، Sports Marketing، Team Performanceالملخص
الملخص في عالم معولم يزداد فيه تطلّب المستهلكين وتتسارع فيه الاستراتيجيات الرقمية، يتعيّن على الشركات الرياضية إيجاد طرق مبتكرة وفعّالة للتفاعل مع الجماهير، وبناء واستدامة قواعد المتابعين، والتواصل مع أصحاب المصلحة. لقد أصبحت شبكات التواصل الاجتماعي أداة أساسية، حيث يُعدّ التفاعل أحد أهم مؤشرات الأداء. سواء عبر الإنترنت أو خارجه، يكوّن مشجعو الرياضة روابط خاصة وجذّابة مع فرقهم المفضلة. ومع ذلك، لا تزال الدراسات حول تفاعل الجماهير الرياضيين عبر وسائل التواصل الاجتماعي محدودة. تهدف هذه الدراسة إلى استكشاف كيفية تأثير استخدام وسائل التواصل الاجتماعي في الرياضة على تفاعل المشجعين داخل الأندية الرياضية. كما تعتمد على منهج "الاستخدامات والإشباعات" لفحص دور أداء الفريق في تعزيز العلاقة بين استخدام وسائل التواصل الاجتماعي وتفاعل المشجعين مع الأندية الرياضية.
تم إجراء استبيان عبر الإنترنت بين جماهير ومستهلكي أندية كرة القدم وكرة السلة وكرة اليد، وأسفر عن 503 استجابة. أظهرت نتائج اختبار الفرضيات أن الإعلان عبر وسائل التواصل الاجتماعي (SMA)، والمحتوى الذي تنتجه الشركات (FGC)، والمحتوى الذي ينتجه المستخدمون (UGC) لها تأثير كبير على تفاعل المشجعين مع الأندية الرياضية (SCFI). علاوة على ذلك، فإن أداء الفريق يعزز بشكل إيجابي العلاقة بين استخدام وسائل التواصل الاجتماعي وتفاعل المشجعين. تسلّط هذه الدراسة الضوء على طرق جديدة يمكن للمديرين من خلالها التفاعل مع قاعدة جماهيرهم عبر الإنترنت، مما يساهم في إثراء الأدبيات المتنامية حول استخدام وسائل التواصل الاجتماعي في تسويق الرياضة.
المراجع
Reference
Abosag, I., Roper, S. and Hind, D., 2012. Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), pp.1233-1251.
Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R., 2014. Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), pp.399-417.
Ahearne, M., Bhattacharya, C.B. and Gruen, T., 2005. Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), p.574.
De Ruyter, K. and Wetzels, M., 2000. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, 21(6), pp.639-659.
Popp, B., Germelmann, C.C. and Jung, B., 2016. We love to hate them! Social media-based anti-brand communities in professional football. International Journal of Sports Marketing and Sponsorship, 17(4), pp.349-367.
Vale, L. and Fernandes, T., 2018. Social media and sports: driving fan engagement with football clubs on Facebook. Journal of strategic marketing, 26(1), pp.37-55.
McCarthy, J., Rowley, J., Ashworth, C.J. and Pioch, E., 2014. Managing brand presence through social media: the case of UK football clubs. Internet research, 24(2), pp.181-204.
Horbel, C., Popp, B., Woratschek, H. and Wilson, B., 2016. How context shapes value co-creation: Spectator experience of sport events. The Service Industries Journal, 36(11-12), pp.510-531.
Sharpe, S., Mountifield, C. and Filo, K., 2020. The social media response from athletes and sport organizations to COVID-19: An altruistic tone. International Journal of Sport Communication, 13(3), pp.474-483.
Stavros, C., Meng, M.D., Westberg, K. and Farrelly, F., 2014. Understanding fan motivation for interacting on social media. Sport management review, 17(4), pp.455-469.
Abeza, G., O’Reilly, N., Séguin, B. and Nzindukiyimana, O., 2015. Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), pp.601-618.
Westberg, K., Stavros, C., Farrelly, F. and Smith, A.C., 2020. Fan empathy as a response to athlete transgressions. Sport management review, 23(4), pp.719-735.
Yoshida, M., Biscaia, R., Uhrich, S., Gordon, B.S., Huettermann, M. and Nakazawa, M., 2023. Fan Engagement Behavior: Validation of a Theory-Based Scale. Journal of Sport Management, 1(aop), pp.1-18.
Yun, J.H., Rosenberger III, P.J. and Sweeney, K., 2021. Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific journal of marketing and logistics, 33(3), pp.755-782.
Trivedi, J., Soni, S. and Kishore, A., 2020. Exploring the role of social media communications in the success of professional sports leagues: An emerging market perspective. Journal of Promotion Management, 27(2), pp.306-331.
Doyle, J.P., Su, Y. and Kunkel, T., 2022. Athlete branding via social media: Examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), pp.506-526.
Du, J., Chen, M.Y. and Wu, Y.F., 2020. The effects of social media on sporting event satisfaction and word of mouth communication: An empirical study of a mega sports event. Information, 11(10), p.482.
Annamalai, B., Yoshida, M., Varshney, S., Pathak, A.A. and Venugopal, P., 2021. Social media content strategy for sport clubs to drive fan engagement. Journal of retailing and consumer services, 62, p.102648.
Marčinko Trkulja, Ž., Dlačić, J. and Primorac, D., 2022. Social identity dimensions as drivers of consumer engagement in social media sports club. Journal of risk and financial management, 15(10), p.458.
Ahiabor, D.K., Kosiba, J.P.B., Gli, D.D., Tweneboah-Koduah, E.Y. and Hinson, R.E., 2023. Satellite fans engagement with social networking sites influence on sport team brand equity: A UGT perspective. Digital Business, 3(2), p.100064.
Krzyżowski, F. and Strzelecki, A., 2023. Creating a fan bond with a football club on social media: a case of Polish fans. Soccer & Society, 24(5), pp.668-681.
Mohammadkazemi, R. and Falahat, M., 2024. Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion. Cogent Business & Management, 11(1), p.2393739.
Petit, E., Berger, M., Camborde, L., Vallejo, V., Daydé, J. and Jacques, A., 2020. Development of screening methods for functional characterization of UGTs from Stevia rebaudiana. Scientific reports, 10(1), p.15137.
Cabiles, V.D., 2023. A Scoping Review of Social Media Marketing Uses and Gratifications.
Kujur, F. and Singh, S., 2020. Visual communication and consumer-brand relationship on social networking sites-uses & gratifications theory perspective. Journal of theoretical and applied electronic commerce research, 15(1), pp.30-47.
Katz, E., Haas, H. and Gurevitch, M., 1973. On the use of the mass media for important things. American sociological review, pp.164-181.
Trivedi, J. and Rozia, M.I.T.A.L.I., 2019. The impact of social media communication on Indian consumers travel decisions. Journal of Communication: Media Watch, 18(5), pp.5-18.
Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
Smock, A.D., Ellison, N.B., Lampe, C. and Wohn, D.Y., 2011. Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in human behavior, 27(6), pp.2322-2329.
Sundar, S.S. and Limperos, A.M., 2013. Uses and grats 2.0: New gratifications for new media. Journal of broadcasting & electronic media, 57(4), pp.504-525.
Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), pp.360-373.
Trivedi, J., 2017. The effect of viral marketing messages on consumer behavior. Journal of management research, 17(2), pp.84-98.
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., Gurhan Canli, Z. and Kandampully, J., 2013. Managing brands and customer engagement in online brand communities. Journal of service Management, 24(3), pp.223-244.
Wallace, E., Buil, I. and De Chernatony, L., 2020. ‘Consuming good’on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?. Journal of Business Ethics, 162(3), pp.577-592.
Hunt, K.A., Bristol, T. and Bashaw, R.E., 1999. A conceptual approach to classifying sports fans. Journal of services marketing, 13(6), pp.439-452.
Asada, A., Ko, Y.J. and Jang, W.E., 2020. Effects of relative size and homogeneity of sports fan community on potential fans’ support intentions. Journal of Sport Management, 34(2), pp.103-119.
Alexandris, K., Tsiotsou, R.H. and James, J.D., 2012. Testing a hierarchy of effects model of sponsorship effectiveness. Journal of Sport Management, 26(5), pp.363-378.
Alonso-Dos-Santos, M., Guardia, F.R., Campos, C.P., Calabuig-Moreno, F. and Ko, Y.J., 2018. Engagement in sports virtual brand communities. Journal of Business Research, 89, pp.273-279.
F. Hair Jr, J., Sarstedt, M., Hopkins, L. and G. Kuppelwieser, V., 2014. Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European business review, 26(2), pp.106-121.
Osei-Frimpong, K., Donkor, G. and Owusu-Frimpong, N., 2019. The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), pp.103-121.
Ranaweera, C. and Jayawardhena, C., 2014. Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of Business Research, 67(12), pp.2645-2656.
Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M., 2019. When to use and how to report the results of PLS-SEM. European business review, 31(1), pp.2-24.
Fornell, C. and Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), pp.39-50.
Kock, N. and Lynn, G.S., 2012. Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for information Systems, 13(7), p.2.
Xie, E., Wang, W., Yu, Z., Anandkumar, A., Alvarez, J.M. and Luo, P., 2021. SegFormer: Simple and efficient design for semantic segmentation with transformers. Advances in neural information processing systems, 34, pp.12077-12090.
Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. and Podsakoff, N.P., 2003. Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), p.879.
Hahn, E.D. and Ang, S.H., 2017. From the editors: New directions in the reporting of statistical results in the Journal of World Business. Journal of world business, 52(2), pp.125-126.
Hayes, A.F. and Scharkow, M., 2013. The relative trustworthiness of inferential tests of the indirect effect in statistical mediation analysis: does method really matter?. Psychological science, 24(10), pp.1918-1927.
Reference
Abosag, I., Roper, S. and Hind, D., 2012. Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), pp.1233-1251.
Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R., 2014. Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), pp.399-417.
Ahearne, M., Bhattacharya, C.B. and Gruen, T., 2005. Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), p.574.
De Ruyter, K. and Wetzels, M., 2000. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, 21(6), pp.639-659.
Popp, B., Germelmann, C.C. and Jung, B., 2016. We love to hate them! Social media-based anti-brand communities in professional football. International Journal of Sports Marketing and Sponsorship, 17(4), pp.349-367.
Vale, L. and Fernandes, T., 2018. Social media and sports: driving fan engagement with football clubs on Facebook. Journal of strategic marketing, 26(1), pp.37-55.
McCarthy, J., Rowley, J., Ashworth, C.J. and Pioch, E., 2014. Managing brand presence through social media: the case of UK football clubs. Internet research, 24(2), pp.181-204.
Horbel, C., Popp, B., Woratschek, H. and Wilson, B., 2016. How context shapes value co-creation: Spectator experience of sport events. The Service Industries Journal, 36(11-12), pp.510-531.
Sharpe, S., Mountifield, C. and Filo, K., 2020. The social media response from athletes and sport organizations to COVID-19: An altruistic tone. International Journal of Sport Communication, 13(3), pp.474-483.
Stavros, C., Meng, M.D., Westberg, K. and Farrelly, F., 2014. Understanding fan motivation for interacting on social media. Sport management review, 17(4), pp.455-469.
Abeza, G., O’Reilly, N., Séguin, B. and Nzindukiyimana, O., 2015. Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), pp.601-618.
Westberg, K., Stavros, C., Farrelly, F. and Smith, A.C., 2020. Fan empathy as a response to athlete transgressions. Sport management review, 23(4), pp.719-735.
Yoshida, M., Biscaia, R., Uhrich, S., Gordon, B.S., Huettermann, M. and Nakazawa, M., 2023. Fan Engagement Behavior: Validation of a Theory-Based Scale. Journal of Sport Management, 1(aop), pp.1-18.
Yun, J.H., Rosenberger III, P.J. and Sweeney, K., 2021. Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific journal of marketing and logistics, 33(3), pp.755-782.
Trivedi, J., Soni, S. and Kishore, A., 2020. Exploring the role of social media communications in the success of professional sports leagues: An emerging market perspective. Journal of Promotion Management, 27(2), pp.306-331.
Doyle, J.P., Su, Y. and Kunkel, T., 2022. Athlete branding via social media: Examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), pp.506-526.
Du, J., Chen, M.Y. and Wu, Y.F., 2020. The effects of social media on sporting event satisfaction and word of mouth communication: An empirical study of a mega sports event. Information, 11(10), p.482.
Annamalai, B., Yoshida, M., Varshney, S., Pathak, A.A. and Venugopal, P., 2021. Social media content strategy for sport clubs to drive fan engagement. Journal of retailing and consumer services, 62, p.102648.
Marčinko Trkulja, Ž., Dlačić, J. and Primorac, D., 2022. Social identity dimensions as drivers of consumer engagement in social media sports club. Journal of risk and financial management, 15(10), p.458.
Ahiabor, D.K., Kosiba, J.P.B., Gli, D.D., Tweneboah-Koduah, E.Y. and Hinson, R.E., 2023. Satellite fans engagement with social networking sites influence on sport team brand equity: A UGT perspective. Digital Business, 3(2), p.100064.
Krzyżowski, F. and Strzelecki, A., 2023. Creating a fan bond with a football club on social media: a case of Polish fans. Soccer & Society, 24(5), pp.668-681.
Mohammadkazemi, R. and Falahat, M., 2024. Leveraging social media for business development: an empirical analysis of fan loyalty and fan expansion. Cogent Business & Management, 11(1), p.2393739.
Petit, E., Berger, M., Camborde, L., Vallejo, V., Daydé, J. and Jacques, A., 2020. Development of screening methods for functional characterization of UGTs from Stevia rebaudiana. Scientific reports, 10(1), p.15137.
Cabiles, V.D., 2023. A Scoping Review of Social Media Marketing Uses and Gratifications.
Kujur, F. and Singh, S., 2020. Visual communication and consumer-brand relationship on social networking sites-uses & gratifications theory perspective. Journal of theoretical and applied electronic commerce research, 15(1), pp.30-47.
Katz, E., Haas, H. and Gurevitch, M., 1973. On the use of the mass media for important things. American sociological review, pp.164-181.
Trivedi, J. and Rozia, M.I.T.A.L.I., 2019. The impact of social media communication on Indian consumers travel decisions. Journal of Communication: Media Watch, 18(5), pp.5-18.
Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
Smock, A.D., Ellison, N.B., Lampe, C. and Wohn, D.Y., 2011. Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in human behavior, 27(6), pp.2322-2329.
Sundar, S.S. and Limperos, A.M., 2013. Uses and grats 2.0: New gratifications for new media. Journal of broadcasting & electronic media, 57(4), pp.504-525.
Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), pp.360-373.
Trivedi, J., 2017. The effect of viral marketing messages on consumer behavior. Journal of management research, 17(2), pp.84-98.
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., Gurhan Canli, Z. and Kandampully, J., 2013. Managing brands and customer engagement in online brand communities. Journal of service Management, 24(3), pp.223-244.
Wallace, E., Buil, I. and De Chernatony, L., 2020. ‘Consuming good’on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?. Journal of Business Ethics, 162(3), pp.577-592.
Hunt, K.A., Bristol, T. and Bashaw, R.E., 1999. A conceptual approach to classifying sports fans. Journal of services marketing, 13(6), pp.439-452.
Asada, A., Ko, Y.J. and Jang, W.E., 2020. Effects of relative size and homogeneity of sports fan community on potential fans’ support intentions. Journal of Sport Management, 34(2), pp.103-119.
Alexandris, K., Tsiotsou, R.H. and James, J.D., 2012. Testing a hierarchy of effects model of sponsorship effectiveness. Journal of Sport Management, 26(5), pp.363-378.
Alonso-Dos-Santos, M., Guardia, F.R., Campos, C.P., Calabuig-Moreno, F. and Ko, Y.J., 2018. Engagement in sports virtual brand communities. Journal of Business Research, 89, pp.273-279.
F. Hair Jr, J., Sarstedt, M., Hopkins, L. and G. Kuppelwieser, V., 2014. Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European business review, 26(2), pp.106-121.
Osei-Frimpong, K., Donkor, G. and Owusu-Frimpong, N., 2019. The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), pp.103-121.
Ranaweera, C. and Jayawardhena, C., 2014. Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of Business Research, 67(12), pp.2645-2656.
Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M., 2019. When to use and how to report the results of PLS-SEM. European business review, 31(1), pp.2-24.
Fornell, C. and Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), pp.39-50.
Kock, N. and Lynn, G.S., 2012. Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for information Systems, 13(7), p.2.
Xie, E., Wang, W., Yu, Z., Anandkumar, A., Alvarez, J.M. and Luo, P., 2021. SegFormer: Simple and efficient design for semantic segmentation with transformers. Advances in neural information processing systems, 34, pp.12077-12090.
Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. and Podsakoff, N.P., 2003. Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), p.879.
Hahn, E.D. and Ang, S.H., 2017. From the editors: New directions in the reporting of statistical results in the Journal of World Business. Journal of world business, 52(2), pp.125-126.
Hayes, A.F. and Scharkow, M., 2013. The relative trustworthiness of inferential tests of the indirect effect in statistical mediation analysis: does method really matter?. Psychological science, 24(10), pp.1918-1927.
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