Digital nationalism: analyzing the role of sports in Thai identity through social media

This study investigates the intersection of sports and nationalism among Thai sports fans, with a focus on the role of social media in shaping national identity. Employing qualitative methods, including thematic analysis, we examined over 500 social media posts, comments and interactions purposively sampled from Facebook, X and Instagram during major sports events such as the Olympics, Asian Games and Southeast Asian Games. Guided by Social Identity Theory and Leisure Theory, we identified key themes and patterns in social media content. Our findings reveal strong expressions of national pride, the significant role of digital platforms in fostering collective identity, and variations in engagement across different demographics. Younger fans often used humor and memes, while older fans engaged in more formal discussions. This study highlights how social media amplifies nationalistic sentiments, creating virtual spaces for community building and collective celebration. These insights offer valuable strategies for academics, policymakers, sports organizations and marketers to enhance national branding and digital engagement. Future research should explore emerging digital platforms, conduct cross-cultural comparisons and employ mixed-methods approaches to further understand the complexities of sports-related nationalism. The study argues that social media fosters collective identity, contributing to scholarship by integrating social identity and leisure theories, offering a non-Western perspective on digital sports nationalism.