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The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media

Author

Listed:
  • Mohsen Behnam

    (Urmia University)

  • Geoff Dickson

    (La Trobe University)

  • Vahid Delshab

    (Swinburne University of Technology [Melbourne])

  • Anna Gerke

    (Audencia Business School)

  • Parvaneh Savari Nikou

    (Urmia University)

Abstract

Purpose Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification. Design/methodology/approach Participants ( N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model. Findings The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification. Research limitations/implications The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs. Originality/value The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers.

Suggested Citation

  • Mohsen Behnam & Geoff Dickson & Vahid Delshab & Anna Gerke & Parvaneh Savari Nikou, 2023. "The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media," Post-Print hal-03969039, HAL.
    • Handle: RePEc:hal:journl:hal-03969039
    DOI: 10.1108/IJSMS-09-2022-0175
    Note: View the original document on HAL open archive server: https://hal.science/hal-03969039
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    References listed on IDEAS

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    Keywords

    Fan co-creation fan engagement fan knowledge team identification; Fan co-creation; fan engagement; fan knowledge; team identification;
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