Football fans' engagement on social media and the Impact on Football Fans’ Attendance at Omani Football Competitions"

Articles in Press

Document Type : Original Article

Authors

1 ٍSultan Qaboos University

2 Sultan Qaboos University

Abstract

This study aimed to identify the motivations behind fan engagement with football clubs’ social media accounts, based on the Uses and Gratifications (U&G) theory. It also examined fan engagement activities using the Consumer Online Brand-Related Activities (COBRAs) framework, and explored the impact of these motivations and activities on stadium attendance. A quantitative approach was employed, utilizing a questionnaire administered to a sample of 939 football fans in Oman.

Findings revealed that “information seeking” and “brand love” were the strongest motivational dimensions, with mean scores of 4.75 and 4.42, respectively. In contrast, “Remuneration” and “Entertainment” were the weakest, scoring 3.28 and 3.53. Regarding engagement activities, “consumption” received the highest rating (M = 4.71), followed by “contribution” (M = 3.92), while “creation” was rated lowest (M = 3.18).

Statistical analysis indicated significant effects of motivations—particularly entertainment, personal identity, social interaction, empowerment, remuneration, and brand love —on stadium attendance. Similarly, fan activities, especially consumption and creation, showed significant influence.

The study offers practical insights for sports marketing professionals to tailor social media content and develop more effective strategies. Enhancing fan interaction on social platforms may contribute to increased stadium attendance.

Keywords: Fan engagement, uses and gratification theory, social media.

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The Scientific Journal of Sport Science & Arts

Articles in Press, Accepted Manuscript
Available Online from 06 September 2025

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