Digital social engagements and knowledge sharing among sports fans: Role of interaction, identification, and interface

Abstract

This study adds to our understanding of the role that information and communication technologies play in facilitating social connections between sports fans and the organizations that cater to them. We examine the features that encourage frequent IT-mediated social interactions among fans, which in turn increases fan engagement. Participation at a high level is essential for effective knowledge dissemination through digital media and social networks. The current research uses UCINET 6 to analyse focus group network data. Nine specialists, including five marketing academics and four sports fans, were convened to explore the relationship between the influencing factors. On average, the panellists were 32 years old, and they had been avid sports viewers for at least seven years. Based on the findings, digital interventions are being implemented to improve some crucial characteristics that affect fan engagement in the sports business. Interaction, identification, and interface were found to be the most important elements to support effective digital social engagement and information sharing in the sports ecosystem. This study adds new insight to our understanding of the brand consumer-consumer-brand triad in an IT-mediated sports communication network.