The Role of Social Media in Stimulating Fan Engagement and its Impact on Brand Equity in Sports Teams

Section: Physical Education and Sport Sciences
Issue
Vol. 29 No. 91 (2026): VOL.29 NO.91
Article History
Received: 2026-05-04
Revised: 2026-07-13
Accepted: 2026-07-13
Published: 2026-10-15
Pages
336-350

Abstract

          Social media has completely changed how sports teams engage with their fans, giving them new ways to communicate, build fan loyalty, and build brand equity. This study looks at social media's function as a major fan engagement driver and how it affects sports teams' brand equity. A quantitative method was used to gather information from sports fans who were actively following their teams on different social media sites. The study analyses the connections between brand image, fan engagement, and social media engagement by applying structural equation modelling. The study's conclusions demonstrate how social media's personal identification, entertainment, knowledge, and social contact greatly increase sports fans' involvement with teams. However, the investigation did not support the idea that fan participation increases brand awareness. These insights emphasize how crucial social media tactics are to this study. These findings demonstrate the significant role that social media tactics have in fostering fan interactions and influencing consumer opinions of brands. The study's conclusion shows that social media's collaborative and interactive features can support novel, targeted, and more "social" enhancements

Keywords:

Social Media. Fan Engagement. Sports Team, Digital Marketing; Brand Equity.

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Author

Ali Ismael ALkhafajee

Ministry of Higher Education and Scientific Research / Department of Studies, Planning, and Follow-up

Identifiers

DOI: 10.33899/rjss.v29i91.62957

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The Role of Social Media in Stimulating Fan Engagement and its Impact on Brand Equity in Sports Teams. (2026). Al-Rafidain Journal For Sport Sciences, 29(91), 336-350. https://doi.org/10.33899/rjss.v29i91.62957
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How to Cite

The Role of Social Media in Stimulating Fan Engagement and its Impact on Brand Equity in Sports Teams. (2026). Al-Rafidain Journal For Sport Sciences, 29(91), 336-350. https://doi.org/10.33899/rjss.v29i91.62957