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The Effect of Digital Identity on Generation Z Fan Attraction in Sports Clubs: Mediating Role of Online Engagement | ||
| Archives in Sport Management and Leadership | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 05 آبان 1405 | ||
| نوع مقاله: Original | ||
| شناسه دیجیتال (DOI): 10.22108/asml.2026.150784.1187 | ||
| نویسندگان | ||
| javad Karimi* 1؛ ali nazarian2 | ||
| 1Department of Physical Education, Lorestan University, Khorram Abad, Lorestan, Iran | ||
| 2Department of Physical Education, Lorestan University, Khorramabad, Lorestan | ||
| چکیده | ||
| The digital transformation (DT) of the sport industry has fundamentally reshaped how clubs engage with supporters, positioning Generation Z as a pivotal demographic for sustainable fandom. This study investigates the mediating role of online engagement (OE) in the relationship between digital identity (DI) and Generation Z fan attraction (FA) in Iranian Premier League football clubs. This quantitative study employed a cross-sectional survey design. Data were collected from 350 Generation Z fans of Iranian Premier League football clubs using a 27-item electronic questionnaire measuring DI, OE, and FA on a five-point Likert scale. The hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) with bootstrapping. The results revealed that DI had significant positive effects on both OE and FA, while OE positively influenced FA. Furthermore, OE partially mediated the relationship between DI and FA, indicating that DI enhances fan attraction both directly and indirectly through online engagement. The findings provide practical implications for sport club managers. DI should be treated as a strategic asset supported by consistent and authentic digital branding. Managers should replace unidirectional communication with participatory engagement strategies, including interactive campaigns, user-generated content, and digital loyalty programs. Content should reflect Generation Z's preferences for creative, personalized, and authentic experiences. Emerging technologies, including artificial intelligence, gamification, augmented reality, and virtual reality, may further strengthen engagement and loyalty. Sport federations and policymakers can also use these findings to develop digital transformation strategies and performance indicators. | ||
| کلیدواژه‌ها | ||
| Digital Identity؛ Generation Z؛ Fan Attraction؛ Sports Clubs؛ Online Engagement | ||
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آمار تعداد مشاهده مقاله: 8 |
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