Modelling the factors that predict the intention among Generation Z to get information about favourite athletes through social media
Bibliographic Data
| ID | 22434869 |
|---|---|
| Authors | Hanny Hafiar (0000-0003-2265-274X, Padjadjaran University, corresponding author), Ari Agung Prastowo (Padjadjaran University), Eny Ratnasari (0000-0002-6570-8486, Universitas Tidar), Kholidil Amin (0000-0003-3030-9634, Diponegoro University), Augustine Uzoma Madu (0000-0002-6917-9008, University of Maiduguri) |
| Year | 2026 |
| Pages | 1-19 |
| Publication date | 2026-06-30 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Global Knowledge, Memory and Communication (JOURNAL) |
| Journal identifiers | ISSN: 2514-9342 • E-ISSN: 2514-9350 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/gkmc-01-2025-0004 |
| OpenAlex | W7166189103 |
| Language | EN |
| References cited | 89 |
Purpose Indonesia is among the developing countries with the second highest interest in sports. In total, 70% of Indonesians admit they are sports fans. In addition, social media has become an extension of sports clubs and athletes sharing information with their fans. This study aims to explore how information needs in sports moderate the technology adoption factors of a particular platform and analyse how psychosocial factors influence attitude. Design/methodology/approach The authors conducted a cross-sectional survey of 451 fans in Indonesia who are from rural areas and belong to Generation Z. This study applied partial least squares-structural equation modelling (PLS-SEM) to analyse the collected data. Findings The results show that information needs can predict the intention of fans to seek information related to their favourite athletes using Instagram and, at the same time, can moderate the effect of attitude on intention. Other findings also showed that psychosocial factors significantly influenced fans’ positive attitudes, which in turn led to intentions. Practical implications This research implies that it is essential for the sports industry, especially in building the personal branding of athletes or clubs, to understand the factors that encourage fans’ intention to adopt Instagram social media and seek information about athletes. Originality/value This research adds insight for athletes, teams and organisations to determine the right platform for building athlete, team and organisation branding. In addition, this research adds insight into how sports products choose promotional media that are preferred by potential consumers based on the fan base.
Athletes · Favourite · Information sharing · Psychosocial · Social media · Sport communication · Technology Acceptance Model · Digital Games and Media · Digital Marketing and Social Media · Sports, Gender, and Society
The literature review of technology adoption models and theories for the novelty technology
Technology acceptance model (TAM) and social media usage
Sport and social media research
Factors versus Composites
Social media and sports
Investigating the influence of the most commonly used external variables of TAM on students’ Perceived Ease of Use (Peou) and Perceived Usefulness (PU) of e-portfolios
Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries
User Acceptance of Information Technology
When to use and how to report the results of PLS-SEM
Common Method Bias in PLS-SEM
A Theoretical Extension of the Technology Acceptance Model
Technology Acceptance Model 3 and a Research Agenda on Interventions
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
From ESPN to Instagram Live
The Social Media Response From Athletes and Sport Organizations to Covid-19
Adding Affordances and Communication Efficacy to the Technology Acceptance Model to Study the Messaging Features of Online Patient Portals among Young Adults
Relating Through Technology
Understanding Professional Athletes’ Use of Twitter
Bypassing traditional sports media? Why and how professional volleyball players use social networking sites
The Effect of Statistics on Enjoyment and Perceived Credibility in Sports Media
Mobile Media Sport
Sports on Traditional and Newer Digital Media
Generation Z in Chile, Colombia, México, and Panama
I Would Like to be Like Her/Him
Technology acceptance model for wireless Internet
Extending the Technology Acceptance Model to Explore Students' Intention to Use an Online Education Platform at a University in China
| Citation velocity | historical |
|---|---|
| Highly cited | No |