The Role of Attractive Social Media Content on Fan Loyalty with the Mediating Role of Athletes' Popularity

Purpose: With the proliferation of social media platforms, sports clubs are leveraging these channels to foster fan engagement and nurture brand loyalty. This study investigates the intricate interplay between generating Attractive content, player popularity, and football fan loyalty.Methodology: Data was collected via an online survey employing convenience sampling, with the target audience consisting of 300 active social media users who are fans of a particular football team, by using structural equation modeling on the 240 complete responses received.Findings: The research unveils compelling findings. The analysis reveals that generating attractive content exerts a significant direct impact on both player popularity and fan loyalty. Moreover, player popularity acts as a potent mediating force, indirectly enhancing the influence of attractive content on fan loyalty. Notably, over 24% of the effect of generating attractive content on fostering fan loyalty can be attributed to the mediating role of player popularity. These insights underscore the synergistic relationship between captivating content, celebrated athletes, and devoted fan bases. The research suggests that sports managers should: 1) Focus on creating visually appealing, emotionally resonant content; 2) Leverage player popularity to amplify the impact of content on fan loyalty; 3) Foster synergies between content, players, and fans to build a devoted fan base.Originality: In this research, the mediating role of athletes' popularity on fans' loyalty was evaluated.