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.

中文翻译：

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日本国家篮球协会球迷和社交媒体接受度：探索品牌尊重的作用


本研究探讨了影响卫星体育迷社交媒体参与度的因素，重点关注日本国家篮球协会 (NBA) 球迷。利用技术接受模型和品牌尊重量表，我们分析了感知有用性、感知享受和感知可信度对社交媒体粘性的影响，并研究了品牌信任、品牌绩效、品牌接受度和品牌声誉的中介作用。对 813 名日本 NBA 球迷的数据进行偏最小二乘结构方程模型分析表明，感知有用性和享受感显着影响社交媒体粘性，而感知可信度通过品牌信任和接受度间接影响这种粘性。该研究增进了对卫星体育迷社交媒体行为的理论理解，并为优化社交媒体策略以提高球迷参与度提供了实际意义。我们的研究结果为寻求加强与远方球迷联系的运动队和组织提供了宝贵的见解。此外，这项研究为未来研究涵盖不同年龄组、运动和地区铺平了道路，以便更全面地了解影响卫星体育迷社交媒体参与度的因素。