Abstract:
The purpose of this research is to examine the impact of social media and sports fan
engagement and explore whether social media engagement has a mediating effect on the
relationship between fan engagement behaviour and fan loyalty. The research employed an
explanatory research design to explain the cause-and-effective relationship among fan
behaviour and fan loyalty. Self-administered questionnaires were employed in collecting the
data. The target population for this study was fans of Accra Hearts of Oak and Kumasi
Asante Kotoko, who were active on social media during the sample time frame. After a two
and half month period of data collection, three hundred and twenty-five (325) questionnaires
were valid for statistical analyses. The Partial Least Square (PLS) method was used to test the
hypothesis. The study revealed that social media engagement has a positive and significant
influence on fan behaviour and fan loyalty. Sport organisations predominantly use social
media to increase their brand visibility and to develop fan relationships. The study found that
loyalty in this population was more multifaceted than the unvarying consumer markets. Fans
of the two clubs appeared to hold a higher sense of loyalty and control in their devotion to the
club. The study contributes to new knowledge regarding the potential and limitations in the
use of social media in marketing and relationships. The substantial use of social media seems
to be primarily directed towards club’s visibility and relationship development. Social media
usage is significant in improving fan loyalty in football clubs. The study provides evidence of
how a fan’s behaviour and the club’s effort to engage via social media lead to fan loyalty and
commitment.
