Japanese National Basketball Association Fans and Social Media Acceptance
Exploring the Role of Brand Respect
Bibliographic Data
| ID | 13049588 |
|---|---|
| Authors | Jeongbeom Hahm (0000-0003-1878-5304, University of Malaya), Rei Yamashita (0000-0003-2328-0001, Toyo University, corresponding author) |
| Year | 2024 |
| Volume | 13 |
| Issue | 6 |
| Pages | 1374-1401 |
| Publication date | 2024-05-21 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Communication & Sport (JOURNAL) |
| Journal identifiers | ISSN: 2167-4795 • E-ISSN: 2167-4809 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/21674795241251753 |
| OpenAlex | W4398168211 |
| Language | EN |
| Citations received | 1 |
| References cited | 79 |
This study explores the factors influencing satellite sport fans’ social media engagement, focusing on Japanese National Basketball Association (NBA) fans. Using the technology acceptance model and Brand Respect Scale, we analyzed the effects of perceived usefulness, perceived enjoyment, and perceived trustworthiness on social media stickiness and investigated the mediating roles of brand trust, brand performance, brand acceptance, and brand reputation. A partial least squares structural equation modeling analysis of data from 813 Japanese NBA fans revealed that perceived usefulness and enjoyment significantly affected social media stickiness, while perceived trustworthiness indirectly influenced this stickiness through brand trust and acceptance. The study advances the theoretical understanding of social media behavior among satellite sport fans and provides practical implications for optimizing social media strategies to enhance fan engagement. Our findings offer valuable insights for sport teams and organizations seeking to strengthen their connection with geographically distant fans. In addition, this research paves the way for future studies to encompass diverse age groups, sports, and regions to offer a more comprehensive understanding of the factors influencing satellite sport fans’ social media engagement
Advertising · Association (psychology · Basketball · Business · Digital Games and Media · Digital Marketing and Social Media · History · Psychology · Sports, Gender, and Society
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Investigating acceptance of telemedicine services through an extended technology acceptance model (TAM)
Examining adoption of mobile internet in Saudi Arabia
The Commodification of Sport
The Positive Social and Self Concept Consequences of Sports Team Identification
Consumers and Their Brands
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |