From Consumption to Creation: Motivations Influencing Handball Fans' Social Media

Purpose: This study investigates the motivations behind social media engagement among handball fans in Poland using the Uses and Gratifications (UGT) theory and the Consumer's Online Brand-Related Activities (COBRA) model.Design/Methodology/Approach: The study surveyed 359 fans of top Polish handball clubs through an online questionnaire in 2023, with data analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM).Findings: Our findings reveal that information and brand love significantly drive content consumption, while empowerment influences content contribution.Integration and social interaction primarily motivate content creation.Practical Implications: These results extend the UGT and COBRA models within the context of sports fans, providing theoretical insights and practical recommendations for handball club managers.Originality/Value: By understanding and addressing the specific motivations of their fan base, clubs can enhance fan engagement, loyalty, and ultimately improve marketing and revenue outcomes.