THE INFLUENCE OF SPORTS TEAM REPUTATION AS A MEDIATOR THAT RELATES MOTIVATION AND SOCIAL MEDIA ENGAGEMENT ON SPECTATOR LOYALTY OF THAI WOMEN' S NATIONAL VOLLEYBALL TEAM
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Abstract
The objectives of this research article were to study: 1) The levels of audience motivation, social media engagement, team reputation, and spectator loyalty toward the Thailand national volleyball team; 2) The influence of audience motivation and social media engagement; and 3) The role of team reputation as a mediating variable in the relationship between audience motivation and social media engagement. This study employed a mixed-methods approach. For the qualitative phase, key informants were 18 national volleyball match spectators selected through purposive sampling. For the quantitative phase, the sample consisted of 500 national volleyball match spectators selected through simple random sampling. The instruments used for data collection were questionnaires and in-depth interviews, and the data were analyzed using descriptive statistics and structural equation modeling. The research findings revealed that: 1) Regarding the levels of audience motivation, social media engagement, and team reputation, the causal variable with the greatest total influence on spectator loyalty was social media engagement, with a total effect coefficient of 0.65, followed by team reputation; 2) Audience motivation and social media engagement showed total effect coefficients of 0.51; and 3) The mediating role of team reputation showed that audience motivation had a total effect coefficient of 0.30, respectively. Together, the three variables explained 0.89 (89.0%) of the variance in spectator loyalty (R² = 0.89).
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References
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