Driving Fan Engagement: The Role of Orientation, Value Creation, and Community Dynamics in Sports Fan Pages

ABSTRACT Online fan communities are important peripheral arenas for sports consumption. However, the psychological and social mechanisms that sustain engagement across these digital spaces are not sufficiently understood. This study thus investigates how Orientation Toward Sporting Events (OSE) drives fan page engagement and, subsequently, satisfaction. It integrates Uses and Gratifications Theory with Consumption Value Theory to capture motivational and relational dynamics therein. Adopting sequential mixed methods, we surveyed 500 sport fans and conducted 32 in‐depth interviews, with Partial Least Squares Structural Equation Modeling (PLS‐SEM) results demonstrating that OSE significantly predicts fan page engagement, which mediates the effect of perceived value on satisfaction. Perceived value also partially mediated the link between OSE and engagement. Qualitative findings revealed that individuals use fan pages to co‐create value, foster identity, and maintain social bonds beyond live sporting events. Combined, our findings extend sport consumption research by revealing online fan engagement can provide immersive experiences alongside community belonging. Actionable insights for organizations aiming to leverage online platforms to deepen fan loyalty, enhance event‐related value propositions, and sustain year‐round engagement are also provided.