Development model of fan engagement on social media towards motivations activities and the impact on brands loyalty and brand attachment in Oman sport clubs

This study aimed to identify the motivations for engaging with sports clubs' social media accounts using the Use and Gratification Theory (U&G). Furthermore, it explored engagement activities based on the Consumers' Online Brand-Related Activities (COBRAs) approach. In addition, the study examined how engagement motivation influences engagement activities and how these activities affect brand attachment and brand loyalty. It used a quantitative approach with a questionnaire administered to 939 football fans in Oman and employed Smart PLS for structural equation modeling. The results indicated that "Consumption Activities" were rated highly (M=4.71), "Contributing Activities" received a medium rating (M=3.92), and "Creating Activities" were considered low (M=3.18). Information-Seeking and Brand Love were the most potent motivators, with means of (M=4.75) and (M=4.42), respectively, while Remuneration and Entertainment were the weakest, with means of (M=3.28) and (M=3.53), respectively. The results showed that information, integration, social interaction, and brand love positively influence consumption, while entertainment, personal identity, empowerment, and brand love significantly affect contribution and creation. Consumption and creation positively impact brand loyalty and attachment, but contribution does not significantly affect brand loyalty, although it positively impacts brand attachment. This study helps sports marketing experts develop strategies to customize social media content, build brand loyalty, and enhance customer engagement.