A study of fan interaction with sports clubs via social media in the digital age

This study examines the impact of social media engagement on fan interaction within sports clubs, incorporating the moderating role of team performance. Drawing upon Uses and Gratifications Theory and Social Identity Theory, the study proposes a comprehensive framework integrating user-generated content (UGC), firm-generated content (FGC), and social media advertising (SMA).A quantitative research design was employed, and data were collected from 503 sports fans in India. Structural Equation Modeling (SEM) was used to analyze the data. The findings reveal that all three dimensions of social media engagement significantly influence fan interaction. Additionally, team performance strengthens these relationships, indicating its critical moderating role. This study contributes to the sports marketing literature by developing an integrated model and provides managerial insights for enhancing fan engagement strategies in the digital era. Keywords: Social Media Engagement, Fan Interaction, SEM, Sports Marketing, Team Performance