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From Consumption to Creation: Motivations Influencing Handball Fans' Social Media

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  • Monika Piatkowska
  • Joanna Banbula

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.

Suggested Citation

  • Monika Piatkowska & Joanna Banbula, 2025. "From Consumption to Creation: Motivations Influencing Handball Fans' Social Media," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 79-99.
    • Handle: RePEc:ers:journl:v:xxviii:y:2025:i:1:p:79-99
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z29 - Other Special Topics - - Sports Economics - - - Other
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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