Designing an Integrated Model for Sports Brand Development Through Social Media: An Empirical Study

Faramarz  Olfatymanesh; Hamid Foroughipour; Mohammad  Nikravan

Authors

Faramarz Olfatymanesh Ph.D. Candidate, Department of Sport Management, Bo.C., Islamic Azad University, Borujerd, Iran Author https://orcid.org/0000-0001-9907-4648
Hamid Foroughipour Department of Sport Management, Bo.C., Islamic Azad University, Borujerd, Iran Corresponding author https://orcid.org/0000-0001-6282-4302
Mohammad Nikravan Department of Sport Management, Bo.C., Islamic Azad University, Borujerd, Iran Author https://orcid.org/0000-0002-0860-2212

Keywords:

Sports Brand Development; Social Media; Content Strategy; Fan Engagement; Brand-Building Mechanisms; PLS-SEM

Abstract

This study aimed to design and empirically validate an integrated model of sports brand development through social media by identifying its principal dimensions and examining the structural relationships among social media capabilities, content strategy, fan engagement, brand-building mechanisms, and sports brand development. A sequential exploratory mixed-methods design was employed in three consecutive phases. First, a meta-synthesis was conducted according to PRISMA 2020 guidelines using studies published between 2010 and 2025 in major scientific databases. From 1,148 initially identified records, 58 studies were retained for final synthesis, yielding 186 primary concepts, 43 components, and five overarching dimensions. Second, the Fuzzy Delphi Method was applied with 18 experts in sports management, sports marketing, branding, and digital marketing. After two rounds, 38 components satisfied the predetermined consensus criteria and were retained. Third, the proposed model was quantitatively assessed using data from 412 sports managers, marketing professionals, digital specialists, and sports administrators. Structural Equation Modeling based on Partial Least Squares was performed using SmartPLS 4 with 5,000 bootstrap resamples. All hypothesized structural relationships were statistically significant. Social Media Capabilities positively predicted Content Strategy (β = 0.620, p < .001), Fan Engagement (β = 0.312, p < .001), and Brand-Building Mechanisms (β = 0.176, p < .001). Content Strategy significantly predicted Fan Engagement (β = 0.519, p < .001), Brand-Building Mechanisms (β = 0.241, p < .001), and Sports Brand Development (β = 0.137, p = .001). Fan Engagement significantly influenced Brand-Building Mechanisms (β = 0.493, p < .001) and Sports Brand Development (β = 0.207, p < .001). Brand-Building Mechanisms exerted the strongest direct effect on Sports Brand Development (β = 0.581, p < .001). The model explained 74.1% of the variance in Sports Brand Development. Sports brand development through social media is a multidimensional and sequential process in which digital capabilities enable effective content strategies, content stimulates fan engagement, and engagement strengthens brand-building mechanisms that ultimately drive sustainable sports brand development.

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