Year: 2025
Type: article
Study design: Observational Study
Abstract: Purpose: This study investigates the motivations behind social media engagement among handball fans in Poland using the Uses and Gratifications (UGT) theory and the Consumer's Online Brand-Related Activities (COBRA) model.Design/Methodology/Approach: The study surveyed 359 fans of top Polish handball clubs through an online questionnaire in 2023, with data analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM).Findings: Our findings reveal that information and brand love significantly drive content consumption, while empowerment influences content contribution.Integration and social interaction primarily motivate content creation.Practical Implications: These results extend the UGT and COBRA models within the context of sports fans, providing theoretical insights and practical recommendations for handball club managers.Originality/Value: By understanding and addressing the specific motivations of their fan base, clubs can enhance fan engagement, loyalty, and ultimately improve marketing and revenue outcomes.
DOI: 10.35808/ersj/3892
Authors: Monika Piatkowska, Joanna Banbula
Language: English
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407279169