INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS
ISSN(p in ): 2643-9840, ISSN(online): 2643-9875
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijm a/ 8-i10-29, Impac Fac o : 8.266
Page No. 5798-5808
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5798
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s
Gaming Clubs in Indonesia
Ca u Sup iyan o1*, Gigih Sian o o2, Aghus Si aq3, Nu Ahmad A ie 4, Made P amono5, Bing Liu6
1,2,3,4,5 Uni e si as Nege i Su abaya, Su abaya, Indonesia
6 Shanghai Uni e si y, Shanghai, China
ABSTRACT: This s udy examines he impac o Social Media Managemen S a egy (SMMS) on an engagemen among spo s
gaming clubs in Indonesia. A quan i a i e me hodology was employed o ga he da a om a su ey o 300 pa icipan s, which was
subsequen ly analyzed using S uc u al Equa ion Modeling–Pa ial Leas Squa es (SEM/PLS). This esea ch collec s 300 samples
om Indonesia using an online su ey. The indings demons a e a obus and s a is ically signi ican posi i e co ela ion be ween
SMMS and an engagemen (β = 0.68, p < 0.001), indica ing ha success ul social media s a egies enhance an in ol emen and
loyal y. The indings unde sco e he signi icance o con inuous, in e ac i e, and emo ionally esonan ma e ial on social media
pla o ms in cul i a ing be e connec ions be ween ans and spo s gaming clubs. Social Media Managemen S a egies
subs an ially enhance an pa icipa ion and engagemen , including ma e ial equency, esponsi eness o an eedback, and
in e ac i e elemen s such as li e s eaming and polls. This s udy con ibu es o he expanding li e a u e on digi al an in ol emen ,
speci ically in espo s wi hin eme ging ma ke s such as Indonesia. I unde sco es he pi o al unc ion o social media managemen
in cul i a ing endu ing an loyal y and p o ides p agma ic ideas o spo s gaming clubs o imp o e hei social media s a egy.
KEYWORDS: Fan Engagemen , Social Media Managemen S a egy, Spo Gaming Club
I. INTRODUCTION
The digi al ans o ma ion o he spo s sec o has signi ican ly changed he in e ac ions be ween ans and spo s
o ganiza ions, a hle es, and clubs. P e iously auxilia y ools, social media pla o ms ha e e ol ed in o indispensable
communica ion, ma ke ing, and an in e ac ion ins umen s. The swi expansion o espo s, especially in digi al en i onmen s
cha ac e ized by p edominan ly online in e ac ions, has highligh ed he signi icance o p oac i e social media managemen . In his
se ing, social media has ans o med om a medium o dissemina ing con en o a pla o m o os e ing dynamic, emo ionally
impac ul in e ac ions be ween ans and clubs. These ad ancemen s a e pa icula ly ob ious in Indonesia, whe e he espo s
sec o has expe ienced ema kable expansion in ecen yea s. Despi e he ex ensi e examina ion o he digi al e olu ion in spo s,
he e is a pauci y o s udies ega ding he speci ic impac o s a egic social media managemen on an in ol emen , especially in
eme ging ma ke s such as Indonesia. This s udy examines he in luence o social media managemen me hods (SMMS) on an
engagemen in Indonesian spo s gaming clubs. The s udy will in es iga e how hese clubs employ di e se social media
pla o ms—Ins ag am, TikTok, YouTube, and Twi e — o imp o e an engagemen , cul i a e loyal y, and es ablish endu ing
ela ionships wi h hei audiences. This s udy aims o empi ically in es iga e he co ela ion be ween SMMS and an engagemen ,
elucida ing he ac ics ha enhance an pa icipa ion and o i y he connec ion be ween clubs and hei suppo e s wi hin he
dynamic e-spo s en i onmen .
O e he las en yea s, he spo s business has seen a digi al ans o ma ion ha has p o oundly changed an engagemen
dynamics. Social media pla o ms ha e become essen ial in spo s ma ke ing as he p ima y condui s o con ac and engagemen
be ween ans and spo s o ganiza ions. These pla o ms acili a e di ec communica ion be ween clubs and hei audience,
p o iding a bidi ec ional condui ha p omo es ac i e engagemen . By s a egically u ilizing social media, clubs may enhance
emo ional connec ions, ein o ce hei b and iden i ies, and de elop an engaging an cul u e ha anscends con en ional
spec a o oles. Fans ha e ansi ioned om passi e con en ecipien s o ac i e playe s in c ea ing, dis ibu ing, and consuming
digi al con en , p o oundly in luencing hei ela ionship wi h spo s clubs (Abeza e al., 2015; Pego a o, 2010).
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5799
The ansi ion o i ual in e ac ions in espo s has been no ably signi ican in con as o con en ional spo s, which ypically
ocus on physical enues such as s adiums and a enas, and espo s clubs mainly unc ion wi hin digi al en i onmen s. These clubs
a e es ablished a ound gaming communi ies ha p edominan ly ope a e online, p ima ily u ilizing social media o dis ibu e
ma e ial, engage ollowe s, and os e communi ies (Hama i & Sjöblom, 2017). In Indonesia, he bu geoning espo s business has
signi ican ly ampli ied he in luence o social media. P o essional espo s o ganiza ions p og essi ely alloca e esou ces o social
media ac ics o b oaden hei anbases, imp o e an engagemen , and boos comme cial success (Lim & Lee, 2020). Social media
has become a c ucial elemen in he success o espo s clubs, as i allows hem o each a b oade audience, cul i a e s onge
connec ions wi h suppo e s, and imp o e hei comme cial iabili y.
Al hough he espo s business inc easingly depends on social media, he e is a pauci y o esea ch in es iga ing he
impac o s a egic social media managemen on an engagemen in eme ging ma ke s like Indonesia. The majo i y o cu en
li e a u e ega ding social media and spo s engagemen has concen a ed on Wes e n p o essional spo s leagues o in e na ional
espo s o ganiza ions, whe e he dynamics o social media managemen may a y conside ably due o cul u al, echnological, and
ins i u ional in luences (Mun inga, Moo man, & Smi , 2011; Kim, Kim, & Heo, 2022). Consequen ly, he s udy mus in es iga e he
speci ic obs acles and oppo uni ies encoun e ed by spo s gaming clubs in Indonesia, a na ion cha ac e ized by a dis inc i e socio-
cul u al and echnological en i onmen .
This s udy in es iga es he in luence o social media managemen ac ics on an engagemen in Indonesian espo s gaming
clubs. The s udy seeks o accomplish h ee p ima y objec i es: i s , o iden i y he social media managemen s a egies u ilized
by Indonesian espo s clubs; second, o assess he impac o hese s a egies on an engagemen ; and hi d, o asce ain he
componen s o social media s a egy ha mos e ec i ely cul i a e posi i e an–o ganiza ion ela ionships. This s udy will
elucida e he signi icance o social media managemen in os e ing an loyal y, encou aging in e ac i e an engagemen , and
boos ing he o e all success o espo s clubs in Indonesia.
This esea ch is signi ican o i s con ibu ion o unde s anding digi al an engagemen in eme ging economies and i s p ac ical
implica ions o spo s gaming clubs aiming o enhance hei social media s a egy. The esul s will p o ide ac ionable insigh s in o
he speci ic ac ics ha espo s clubs can use o s eng hen hei connec ion wi h ans, imp o e hei social media con en , and
enhance an pa icipa ion in bo h online and o line ac i i ies. In pa icula , he esea ch will explo e he ole o emo ional
engagemen , in e ac i i y, and esponsi eness in d i ing an loyal y and will p o ide ecommenda ions o clubs looking o
imp o e hei engagemen s a egies.
As social media con inues o e ol e, i is inc easingly e iden ha clubs mus be agile in adap ing hei s a egies o mee he
changing demands o hei audiences. This s udy will explo e he dynamic ela ionship be ween clubs and ans, examining how
he in e play be ween con en c ea ion, communica ion, and an in e ac ion shapes he an expe ience. By p o iding empi ical
e idence o how social media managemen in luences an beha io , he s udy will con ibu e o a deepe unde s anding o he
ac o s ha d i e engagemen in he espo s indus y.
In addi ion o i s heo e ical con ibu ions, his s udy will p o ide p ac ical ecommenda ions o spo s gaming clubs in
Indonesia and beyond. Espo s clubs ha unde s and he impac o s a egic social media managemen on an engagemen will
be be e equipped o build las ing ela ionships wi h hei ans, inc ease loyal y, and enhance hei o e all b and alue. As he
espo s indus y con inues o g ow and e ol e, clubs ha p io i ize an engagemen h ough e ec i e social media s a egies will
be well-posi ioned o succeed in a highly compe i i e and apidly changing digi al en i onmen .
The digi al ans o ma ion o he spo s indus y has signi ican ly impac ed how ans in e ac wi h spo s o ganiza ions, wi h
social media playing a c ucial ole in shaping hese in e ac ions. This s udy in es iga es how Indonesian spo s gaming clubs u ilize
social media managemen s a egies o enhance an engagemen , ocusing on he espo s sec o as a key g ow h a ea. By explo ing
he ela ionship be ween SMMS and an engagemen , he esea ch will p o ide aluable insigh s in o he s a egies ha d i e an
loyal y and pa icipa ion, con ibu ing o he b oade unde s anding o digi al an engagemen in eme ging ma ke s. Th ough i s
indings, he s udy will o e p ac ical ecommenda ions o spo s gaming clubs seeking o op imize hei social media s a egies
and imp o e an ela ionships, ul ima ely con ibu ing o he success and sus ainabili y o he espo s indus y in Indonesia.
This s udy is g ounded in ela ionship Ma ke ing Theo y (Mo gan & Hun , 1994), which emphasizes us and commi men in
long- e m an–club ela ionships. P e ious esea ch has highligh ed he impo ance o social media in spo s ma ke ing (Abeza e
al., 2015), an iden i y (Phua e al., 2020), and con en s a egy in espo s (Hama i & Sjöblom, 2017). Howe e , mos s udies ocus
on Wes e n con ex s. In con as , his s udy examines an beha io in Sou heas Asia, especially in Indonesia, whe e cul u al and
echnological dynamics di e signi ican ly. While schola ly a en ion o digi al ans o ma ion and social media s a egies in spo s
has g own subs an ially, he majo i y o s udies ha e concen a ed on Wes e n p o essional leagues, such as he NBA, P emie
League, and global espo s anchises (Abeza e al., 2015; Pego a o, 2010; Hama i & Sjöblom, 2017). In con as , esea ch
examining how spo s o ganiza ions in de eloping coun ies, pa icula ly Indonesia, s a egically manage social media o build an
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5800
engagemen emains limi ed and unde - heo ized. Indonesia ep esen s one o Sou heas Asia's mos dynamic digi al ma ke s,
wi h a you h-domina ed popula ion, high sma phone pene a ion, and s ong online engagemen (We A e Social & Hoo sui e,
2023). Despi e hese condi ions, many local spo s clubs, including adi ional ede a ions and espo s eams, lack s uc u ed
digi al s a egies (Sudibyo & Nug oho, 2021). Mo eo e , ew empi ical s udies ha e explo ed how an engagemen is shaped by
social media managemen wi hin he Indonesian con ex , whe e socio-cul u al, echnological, and ins i u ional dynamics di e
ma kedly om Wes e n coun e pa s. Resea ch is also sca ce ega ding Indonesian clubs' ope a ional and s a egic capabili ies in
u ilizing media pla o ms o b anding, an loyal y, and mone iza ion (Rakhmani, 2020). This gap is pa icula ly ele an gi en he
apid g ow h o Indonesia's espo s ecosys em and you h spo s andom, which calls o a localized unde s anding o digi al an
beha io , managemen p ac ices, and pla o m-speci ic s a egies.
Social Media Managemen S a egy (SMMS) is an o ganiza ion's s uc u ed amewo k o manage i s online p esence, con en ,
communica ion, and in e ac ions ac oss social media pla o ms o achie e speci ic s a egic objec i es. These objec i es may
include building a b and, inc easing use engagemen , o cul i a ing consume loyal y. SMMS is c ucial o es ablishing long- e m
ela ionships wi h ans in spo s, p ima ily h ough digi al channels. This no only enhances an engagemen bu also in luences
comme cial aspec s and he epu a ion o he clubs in ol ed. By main aining an ac i e and consis en social media p esence,
spo s o ganiza ions can os e a loyal an base, inc ease me chandise sales, a ac sponso s, and imp o e ma ke abili y.
SMMS plays an in eg al ole in mode n spo s clubs, helping o build club b and equi y, enhance an engagemen , s eng hen
an communi ies, and encou age digi al mone iza ion. Fi s , i plays a key ole in building club b and equi y by le e aging isual
na a i es, s o y elling con en , and consis en ly deli e ing club alues. Well-c a ed, engaging con en helps es ablish a solid and
ecognizable b and iden i y o he club, which esona es wi h ans on a deepe , emo ional le el (Abeza e al., 2015). By
consis en ly po aying he club's e hos and alues, social media helps shape he public pe cep ion o he club and ensu es ha
ans connec emo ionally wi h he b and.
Second, SMMS enhances an engagemen h ough in e ac i e con en such as polls, ques ion-and-answe sessions wi h
playe s, and li e ma ch co e age. These in e ac i e elemen s encou age ans o ac i ely pa icipa e in con en c ea ion, which
builds a s onge emo ional a achmen o he club (Meng e al., 2015). By o e ing ans oppo uni ies o in e ac wi h he club
and i s a hle es, SMMS c ea es a mo e pe sonalized and engaging an expe ience, leading o a mo e loyal and commi ed an base.
This in e ac i i y is c ucial in he digi al age, whe e ans expec immedia e, wo-way communica ion wi h he clubs hey suppo .
Mo eo e , SMMS is c i ical in s eng hening an communi ies by u ilizing a ious communi y ea u es such as g oups,
commen s, and hash ags. These ea u es help os e a sense o collec i e iden i y among ans, who eel connec ed o he club
h ough sha ed expe iences (Yoshida e al., 2014). This communal aspec o social media engagemen helps deepen he bond
be ween ans and he club, c ea ing a suppo i e and in e ac i e an base mo e likely o ad oca e o he club online and o line.
SMMS con ibu es o digi al mone iza ion h ough inc eased me chandise sales, i ual p esence, and in e ac ions ha a ac
sponso s. The digi al channels used in SMMS allow clubs o p omo e me chandise and engage ans in online sales campaigns.
Fu he mo e, by cul i a ing a highly engaged an base, clubs become mo e a ac i e o sponso s, who see he alue in pa ne ing
wi h clubs wi h an ac i e and loyal ollowing (Vale & Fe nandes, 2018). In his way, SMMS imp o es an engagemen and gene a es
e enue s eams o he club, making i a i al componen o mode n spo s managemen .
Fan engagemen e e s o a an's emo ional, cogni i e, and beha io al in ol emen wi h a spo s en i y such as a club, a hle e,
o league. In he mode n digi al con ex , an engagemen ex ends beyond physical p esence a he s adium o a ena. I
encompasses ac i e pa icipa ion h ough social media, con en consump ion, and he o ma ion o online communi ies. As
Yoshida e al. (2014) and Williams & Chinn (2010) no e, social media p o ides ans a pla o m o in e ac wi h hei a o i e clubs,
commen on con en , sha e pos s, and pa icipa e in discussions, hus enhancing hei o e all engagemen .
Fan engagemen is also a mul idimensional psychological esponse, as B odie e al. (2011) explained. Acco ding o hei model,
engagemen mani es s i sel in a ious o ms, including loyal y, ad ocacy, and ac i e in ol emen in communica ion channels. Fan
engagemen is c ucial in spo s because i d i es long- e m emo ional bonds, enhancing an loyal y and e en ion. Clubs wi h a
highly engaged an base a e mo e likely o expe ience long- e m success as ans emain commi ed o inancially and emo ionally
suppo ing he club o e ime. This inc eased loyal y has inc eased he li e ime alue pe an, leading o g ea e e enue
gene a ion (Yoshida e al., 2014).
In addi ion o os e ing an loyal y, an engagemen d i es e enue and sponso ship oppo uni ies. As Filo e al. (2015) explain,
clubs wi h a high le el o engagemen a e mo e a ac i e o sponso s because hey can o e access o a highly in e ac i e and
esponsi e audience. This can lead o inc eased sponso ship deals as b ands seek o pa ne wi h clubs wi h a s ong and engaged
ollowing. Fu he mo e, an engagemen helps s eng hen he club's iden i y and cul u e by c ea ing a sense o belonging and
social iden i y among ans locally and globally (Lock & Hee e, 2017). Fans who eel connec ed o he club a e mo e likely o engage
wi h i in meaning ul ways, bo h online and o line, con ibu ing o i s o e all success.
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5801
Two-way ela ionships wi h ans on social media allow clubs o manage public pe cep ion and build a collec i e na a i e. As
Abeza e al. (2015) no e, hese ela ionships enable clubs o espond o an eedback, add ess conce ns, and c ea e con en ha
esona es wi h ans. By engaging in meaning ul con e sa ions wi h ans, clubs can shape hei image, esol e c ises, and build
long- e m us wi h hei audience. This abili y o manage an ela ionships is c ucial o main aining a posi i e epu a ion and
ensu ing ans emain loyal o he club.
Con empo a y li e a u e on an engagemen iden i ies se e al key dimensions, pa icula ly in he digi al and social media
con ex . These dimensions include emo ional a achmen , cogni i e engagemen , beha io al engagemen , social engagemen ,
and media engagemen . Emo ional a achmen a ises om lo e, iden i ica ion, and p ide in he club (Funk & James, 2006).
Cogni i e engagemen e e s o he a en ion, in e es , and c i ical hinking ha ans dedica e o issues su ounding he club
(B odie e al., 2011). Beha io al engagemen includes conc e e ac ions such as liking and sha ing con en , ollowing o icial
accoun s, commen ing, pu chasing me chandise, o a ending e en s (Kim e al., 2020). Social engagemen e e s o in e ac ions
be ween ans in digi al spaces such as communi y g oups, discussion o ums, o social campaigns (Meng e al., 2015). Finally,
media engagemen pe ains o esponses o he club's digi al con en , including ideos, highligh s, and b and ac i a ions ia social
media (Vale & Fe nandes, 2018).
In Indonesia, espo s clubs ha e inc easingly emb aced SMMS as an in eg al pa o hei ma ke ing and communica ion
s a egies. These clubs design social media con en and in e ac ion p og ams ha align wi h hei goals o g owing ollowe s,
inc easing loyal y, and mone izing hei digi al p esence. As Felix e al. (2017) no e, SMMS includes s a egic o ien a ion, which
e e s o he o ganiza ion's abili y o design and in eg a e a ious digi al unc ions in o i s o e all business s uc u e. In Indonesia,
club managemen uses da a analy ics and media moni o ing ools o assess he e ec i eness o hei con en and adjus hei
s a egies in eal- ime. This da a-d i en app oach enables clubs o op imize social media e o s and maximize an engagemen .
The con en managemen s a egies employed by Indonesian espo s clubs a e di e se, anging om in o ma ional con en
abou eams, playe s, and ou namen s o emo ional and s o y elling con en ha builds pe sonal connec ions wi h ans.
In e ac i e con en , such as polls, quizzes, and me chandise gi eaways, encou ages ans o engage wi h he club and sha e hei
expe iences ac i ely. Resea ch by Ze anya Gi sang (2022) highligh s ha pos s con aining en e ainmen , cu en ends, and
pe sonalized con en signi ican ly con ibu e o an loyal y in Indonesia. This app oach is e icien o gaming clubs, which o en
use en e ainmen -d i en con en o connec wi h ans and c ea e a sense o exci emen a ound hei ac i i ies.
As espo s clubs in Indonesia con inue o expand, hei social media s a egies mus e ol e o mee he changing needs o ans.
The combina ion o in o ma i e, emo ional, and in e ac i e con en will likely emain a cen al ea u e o SMMS as clubs s i e o
c ea e a deepe connec ion wi h hei audience and enhance engagemen . By con inuously adap ing o he demands o hei
digi al audiences, clubs can s eng hen hei an base and achie e long- e m success in he compe i i e espo s ma ke .
Social Media Managemen S a egy is c ucial in enhancing an engagemen in spo s gaming clubs, pa icula ly in espo s. By
building b and equi y, os e ing an loyal y, and d i ing digi al mone iza ion, SMMS has become an essen ial ool o clubs seeking
o expand hei each and c ea e las ing ela ionships wi h hei ans. In eg a ing in e ac i e con en , emo ional s o y elling, and
da a-d i en decision-making allows clubs o maximize an engagemen and achie e comme cial success. As he espo s indus y
con inues o g ow, SMMS will emain a key ac o in he success o spo s gaming clubs, bo h in Indonesia and globally.
II. MATERIALS AND METHODS
This s udy employs a quan i a i e esea ch design o explo e he in luence o Social Media Managemen S a egy (SMMS)
on an engagemen (FE) wi hin Indonesian espo s clubs. An online s uc u ed ques ionnai e was adminis e ed o 300 ans o
collec da a ha could p o ide aluable insigh s in o how social media s a egies impac an loyal y, pa icipa ion, and in e ac ion.
The da a we e analyzed using S uc u al Equa ion Modeling wi h Pa ial Leas Squa es (SEM/PLS) o examine he ela ionships
be ween SMMS and FE. This app oach was chosen due o i s capabili y o assess complex models wi h mul iple la en a iables
and i s sui abili y o small o mode a e sample sizes.
Pa icipan s
The esea ch was conduc ed among 300 ans o a ious spo s gaming clubs in Indonesia, selec ed o ensu e a
ep esen a i e sample o he espo s communi y. Pa icipan s we e su eyed using an online ques ionnai e dis ibu ed ia social
media, ensu ing ha he esponden s we e amilia wi h he espo s scene and ac i e on ele an social pla o ms. The sample
consis ed o ans om di e se age g oups and gende s, ocusing on young adul s who ypically domina e he espo s audience.
In o med consen was ob ained om each pa icipan , and hey we e assu ed ha hei esponses would emain con iden ial. The
su ey esponden s we e selec ed om a ious espo s clubs, ensu ing di e si y in age, gende , and le el o engagemen wi h
spo s gaming con en . The sample is ep esen a i e o he espo s communi y in Indonesia, wi h a mix o ans om adi ional
espo s ou namen s and newe , eme ging gaming clubs.
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IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5802
Measu es
The su ey used a 5-poin Like scale, wi h esponden s indica ing hei le el o ag eemen wi h a se ies o s a emen s
ela ed o SMMS and FE. This scale anged om "S ongly Disag ee" o "S ongly Ag ee". I was designed o cap u e he in ensi y
o an engagemen and he ex en o which clubs u ilized a ious social media managemen s a egies. The key cons uc s in his
s udy we e Social Media Managemen S a egy (SMMS) and Fan Engagemen (FE). These cons uc s we e ope a ionalized based
on es ablished heo e ical amewo ks and p e ious social media ma ke ing and spo s managemen esea ch. The ollowing
ou lines how each cons uc was measu ed. SMMS was measu ed using i e key dimensions (con en ele ance, con en a ie y,
esponsi eness, in e ac i i y, and emo ional engagemen ). On he o he hand, an engagemen was measu ed h ough i e key
dimensions (social in e ac ion, con en consump ion, sense o belonging, social media loyal y, and e en pa icipa ion).
P ocedu es
Da a collec ion was pe o med using a s uc u ed, sel -adminis e ed ques ionnai e. The ques ionnai e was designed o
measu e wo key cons uc s: Social Media Managemen S a egy (SMMS) and Fan Engagemen (FE). To ensu e he alidi y o he
measu emen ins umen , he ques ionnai e was p e- es ed wi h a small g oup o espo s ans o e ine ques ions and iden i y
any ambigui ies. Based on eedback om he p e- es , he inal e sion o he ques ionnai e included bo h closed-ended and
Like - ype scale ques ions ha allowed o he measu emen o an engagemen and social media managemen p ac ices ac oss
a ious dimensions
Analysis
Da a analysis was pe o med using SEM/PLS, acili a ed by he Sma PLS 4 so wa e. This me hod was chosen o i s abili y
o es complex ela ionships be ween la en a iables and o handle small sample sizes e ec i ely. Be o e e alua ing he
s uc u al model, he measu emen model was assessed o i s alidi y and eliabili y. The measu emen model was es ed o
con e gen alidi y, he deg ee o which mul iple indica o s accu a ely measu e he same cons uc . All i ems in he su ey had
ou e loadings g ea e han 0.70, which is he ecommended h eshold o con e gen alidi y. Composi e Reliabili y (CR) was
calcula ed o each cons uc o assess in e nal consis ency, wi h all cons uc s exceeding he h eshold o 0.70, indica ing high
eliabili y. A e age Va iance Ex ac ed (AVE) was also calcula ed, and alues g ea e han 0.60 o all cons uc s con i med he
adequacy o he model's con e gen alidi y.The s uc u al model was es ed o e alua e he ela ionship be ween SMMS and FE.
The pa h coe icien be ween SMMS and FE was 0.68, indica ing a s ong posi i e ela ionship. This sugges s ha highe le els o
social media managemen s a egy lead o g ea e an engagemen . The -s a is ic o his pa h coe icien was 14.27, which is
well abo e he h eshold o 1.96, con i ming he s a is ical signi icance o he ela ionship (p < 0.001). The R² alue o FE was
0.462, indica ing ha SMMS explains 46.2% o he Va iance in an engagemen . This is a subs an ial e ec , showing ha SMMS is
a signi ican d i e o an engagemen . A boo s ap analysis wi h 5000 samples was conduc ed o alida e he esul s u he . The
boo s ap esul s con i med he signi icance o he pa h coe icien , wi h a p- alue o less han 0.001, u he a i ming he
obus ness o he indings.
Once he measu emen model was deemed alid and eliable, he nex s ep was o assess he s uc u al model o examine
he ela ionships be ween SMMS and FE. The pa h coe icien be ween SMMS and FE was signi ican (β = 0.68), indica ing a s ong
posi i e ela ionship be ween he wo cons uc s. This esul sugges s ha highe le els o SMMS lead o g ea e an engagemen .
The -s a is ic o he pa h coe icien was 14.27, which is well abo e he h eshold o 1.96, con i ming ha he ela ionship is
s a is ically signi ican . The R² alue o an engagemen was 0.462, meaning ha SMMS explains 46.2% o he Va iance in an
engagemen , which is a subs an ial e ec in social science esea ch.
The s udy conduc ed a boo s ap analysis o alida e he esul s u he . This echnique assesses he s abili y o he pa h
coe icien s and ensu es ha he esul s a e no due o sampling e o . The boo s ap esul s con i med he signi icance o he
pa h coe icien (p < 0.001), p o iding addi ional con idence in he indings. This s udy adhe ed o e hical guidelines o esea ch
in ol ing human pa icipan s. In o med consen was ob ained om all esponden s be o e hey pa icipa ed in he su ey, and
hey we e assu ed o he con iden iali y o hei esponses. Pa icipan s we e also in o med o hei igh o wi hd aw om he
s udy wi hou penal y.
III. RESULTS
The p ima y objec i e o his s udy was o explo e he ela ionship be ween Social Media Managemen S a egy (SMMS) and
Fan Engagemen (FE) in he con ex o Indonesian espo s clubs. A quan i a i e esea ch design was implemen ed o achie e his,
and da a was analyzed using S uc u al Equa ion Modeling wi h Pa ial Leas Squa es (SEM/PLS). This app oach was chosen due
o i s abili y o analyze complex ela ionships be ween la en a iables, such as SMMS and FE, while handling small o mode a e
sample sizes, such as he one used in his s udy (300 esponden s).
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5803
Desc ip i e S a is ics
A sample o 300 ans o Indonesian spo s gaming clubs was su eyed, ep esen ing a di e se c oss-sec ion o he espo s
communi y. The demog aphic da a e ealed a p edominance o younge male pa icipan s, consis en wi h he gene al
demog aphic ends wi hin he espo s anbase. The esponden s p ima ily engaged wi h social media pla o ms like Ins ag am,
YouTube, and TikTok, he p ima y sou ces o con en consump ion and engagemen in he espo s indus y.
Table 1. Responden Demog aphics (N = 300)
Va iable
Ca ego y
F equency
Pe cen age
Gende
Male
210
70%
Female
90
30%
Age
<18 yea s
24
8%
18–24 yea s
150
50%
25–34 yea s
96
32%
>34 yea s
30
10%
S a us
S uden
138
46%
Wo ke
96
32%
S uden (Non-uni e si y)
36
12%
O he
30
10%
Fa o i e Pla o m
Ins ag am
126
42%
YouTube
78
26%
TikTok
60
20%
Twi e /X
24
8%
Facebook
12
4%
The su ey collec ed da a on wo key cons uc s: Social Media Managemen S a egy (SMMS) and Fan Engagemen (FE). Each
cons uc was measu ed using a se o ca e ully selec ed dimensions. SMMS was measu ed h ough i e dimensions: con en
ele ance, a ie y, esponsi eness, in e ac i i y, and emo ional engagemen . Fan engagemen was assessed h ough i e
dimensions: social in e ac ion, con en consump ion, sense o belonging, social media loyal y, and e en pa icipa ion. The da a
we e collec ed using a 5-poin Like scale o each i em, anging om "S ongly Disag ee" o "S ongly Ag ee." The mean and
s anda d de ia ion o each s a emen ela ed o an engagemen (FE) we e calcula ed, as shown in he able below. These
desc ip i e s a is ics p o ide an o e iew o he an engagemen le els among esponden s.
Table 2. Fan Engagemen Desc ip i e S a is ics
S a emen
Mean
SD
I o en like o commen on he club's pos s.
3.88
0.81
I ollow he la es news o upda es abou he club on social media.
4.15
0.68
I eel in ol ed in he an communi y h ough social media.
3.74
0.85
Social media makes me eel close o he club.
4.05
0.72
I ha e pa icipa ed in e en s o campaigns by he club because o in o ma ion on social media.
3.61
0.89
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5804
Be o e es ing he s uc u al model, he measu emen model was e alua ed o assess he eliabili y and alidi y o he cons uc s.
The measu emen model consis s o he cons uc s' ou e loadings and in e nal consis ency, measu ed by Composi e Reliabili y
(CR) and A e age Va iance Ex ac ed (AVE). The ou e loadings indica e how well each indica o measu es i s espec i e la en
a iable. All indica o s showed ou e loadings g ea e han 0.70, which is conside ed an accep able h eshold o con e gen
alidi y. The alues o SMMS anged om 0.75 o 0.84, while he loadings o FE anged om 0.72 o 0.83. These alues indica e
ha he measu emen model has s ong con e gen alidi y. Composi e Reliabili y (CR) measu es he in e nal consis ency o he
cons uc s. All cons uc s exceeded he ecommended h eshold o 0.70, wi h SMMS ha ing a CR alue o 0.90 and FE ha ing a CR
alue o 0.88. These esul s indica e ha SMMS and FE exhibi high in e nal consis ency and a e eliable measu es o he unde lying
cons uc s. The A e age Va iance Ex ac ed (AVE) o each cons uc was calcula ed o assess con e gen alidi y. Fo SMMS, he
AVE anged om 0.60 o 0.69, and o FE, he AVE anged om 0.59 o 0.63. All cons uc s showed su icien con e gen alidi y,
as AVE alues g ea e han 0.50 a e accep able. The e o e, he measu emen model is eliable and alid o his s udy. Once he
measu emen model was alida ed, he nex s ep was o e alua e he s uc u al model o es he ela ionships be ween he
cons uc s o SMMS and FE. The p ima y aim o he s uc u al model is o es whe he SMMS signi ican ly impac s an engagemen
in Indonesian espo s clubs.
The pa h coe icien be ween SMMS and FE was 0.68, indica ing a s ong posi i e ela ionship be ween he cons uc s. This
sugges s ha highe le els o social media managemen s a egy lead o g ea e an engagemen . The -s a is ic o his pa h
coe icien was 14.27, well abo e he h eshold o 1.96, indica ing ha he ela ionship is s a is ically signi ican a he 0.05 le el
(p < 0.001). This p o es ha SMMS is c ucial in d i ing an engagemen in espo s clubs.
The R² alue o an engagemen was 0.462, meaning ha SMMS explains 46.2% o he Va iance in an engagemen . This is a
mode a e bu subs an ial e ec , especially in social science esea ch, whe e a highe R² alue would be di icul o achie e gi en
an engagemen 's complex and mul i ace ed na u e. The R² alue indica es ha while SMMS is an essen ial p edic o o an
engagemen , o he ac o s no cap u ed by he model may also con ibu e o he Va iance in an engagemen .
A boo s ap analysis was pe o med o alida e he s uc u al model u he . This echnique p o ides a mo e obus es ima e o
he pa h coe icien s' s anda d e o s and con idence in e als. The esul s om he boo s ap analysis con i med he signi icance
o he ela ionship be ween SMMS and FE, wi h a -s a is ic o 14.27 and a p- alue o less han 0.001. The con idence in e als o
he pa h coe icien did no include ze o, u he suppo ing he conclusion ha SMMS has a signi ican and posi i e e ec on an
engagemen .
The Goodness-o -Fi (GoF) index assesses he o e all model i , which e alua es how well he model i s he da a. The GoF alue
was calcula ed o be 0.50, which is conside ed a good i o he da a. This indica es ha he s uc u al model i s he da a well
and ha he esul s a e eliable and meaning ul.
Figu e 1: Final SEM Model
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5805
Table 3. SEM Model Resul s
Cons uc
Ou e Loading
Composi e Reliabili y (CR)
AVE
SMMS
0.82
0.90
0.65
FE
0.76
0.88
0.60
SMMS1
0.80
0.91
0.68
SMMS2
0.79
0.89
0.66
SMMS3
0.75
0.88
0.64
SMMS4
0.81
0.90
0.67
SMMS5
0.84
0.92
0.69
FE1
0.76
0.87
0.61
FE2
0.83
0.85
0.62
FE3
0.77
0.86
0.60
FE4
0.80
0.84
0.63
FE5
0.72
0.83
0.59
The SEM diag am illus a es a di ec pa h om SMMS o FE wi h a s anda dized pa h coe icien o 0.76. This s ong posi i e
ela ionship sugges s ha an e ec i e social media ma ke ing s a egy signi ican ly enhances an engagemen . The model implies
ha imp o emen s in s a egic use o social media, h ough well- a ge ed con en , in e ac ion, and consis ency, can meaning ully
inc ease how audiences engage wi h a b and o o ganiza ion.
IV. DISCUSSION
This s udy examined he co ela ion be ween Social Media Managemen S a egy (SMMS) and Fan Engagemen (FE)
wi hin Indonesian espo s clubs. U ilizing Rela ionship Ma ke ing Theo y, he esul s obus ly a i m ha consis en , in en ional,
and emo ionally impac ul social media engagemen cul i a es us and commi men among ans. In e ac i e ea u es like li e
Q&A sessions, commen esponses, and an-gene a ed ma e ial p omo e wo-way connec ions be ween clubs and hei
suppo e s, augmen ing emo ional and beha io al in ol emen . The indings co espond wi h cu en li e a u e in spo s
managemen , emphasizing he c ucial in luence o digi al media on an iden i y and loyal y (Abeza e al., 2015; Meng e al., 2015).
The s udy emphasizes he signi icance o cul i a ing an engaging, esponsi e, pe sonalized an expe ience ia social media wi hin
he Indonesian espo s landscape. The esul s enhance he exis ing esea ch on an engagemen by illus a ing how social media
managemen s a egies can e ec i ely augmen emo ional a achmen , cogni i e in es men , and beha io al pa icipa ion among
ans. This s udy co obo a es p io esea ch by demons a ing ha emo ional, social, o beha io al engagemen signi ican ly
impac s an beha io s, including con en consump ion, ad ocacy, and digi al con e sion (eWOM, sales). These indings unde sco e
he signi icance o a planned social media s a egy in os e ing an loyal y and imp o ing digi al engagemen be ween ans and
eams.
The indings o his s udy co espond wi h hose o o he esea ch ha highligh s he signi icance o social media in e ac ion in
spo s. Emo ional, social, o beha io al engagemen subs an ially a ec s an beha io s, including con en consump ion, sha ing,
ad ocacy, and pu chasing decisions (Williams & Chinn, 2010). This s udy e i ies ha sus ained and signi ican engagemen ia
social media can es ablish endu ing an ela ionships. This esea ch's empi ical e idence suppo s o he s udies, con ibu ing o
he expanding unde s anding ha social media is a po en ins umen o an in ol emen .
This esea ch di e ges om ea lie s udies ha mainly concen a ed on s eaming engagemen o b and communi y
dynamics (Mun inga, Moo man, & Smi , 2011; Kim e al., 2022) by emphasizing club-le el SMMS ac ics and o e ing a
comp ehensi e pe spec i e on he impac o social media managemen on an engagemen . This s udy p o ides a holis ic
app oach o analyzing he elemen s in luencing an loyal y and in ol emen in espo s clubs by in eg a ing a wide a ay o
in e ac i e, con en -d i en, and esponsi e echniques. This ope a ional iewpoin p o ides p o ound insigh s in o he pa icula
me hods espo s o ganiza ions migh employ o enhance an engagemen , en iching bo h schola ly esea ch and p ac ical
implemen a ions.
This s udy signi ican ly con ibu es o he cu en li e a u e by delinea ing he ole o SMMS wi hin he Indonesian cul u al
amewo k. I emphasizes how li e upda es, in e ac i e polls, emo ional na a i es, and esponsi e in ol emen may augmen an
Social Media Managemen S a egy in Inc easing Fan Engagemen o Spo s Gaming Clubs in Indonesia
IJMRA, Volume 08 Issue 10 Oc obe 2025 www.ijm a.in Page 5806
pa icipa ion and loyal y. The empi ical esul s, wi h a pa h coe icien (β = 0.68) and an R² alue o 0.46, o e compelling p oo
o he ela ionship be ween digi al s a egy and an engagemen in he espo s indus y. These indings enhance global esea ch
by p o iding a de ailed comp ehension o an engagemen in an eme ging ma ke such as Indonesia, whe e espo s is expe iencing
signi ican g ow h.
This wo k syn hesizes se e al ecognized hypo heses in o a singula comp ehensi e model. The s udy enhances he
gene alizabili y o an engagemen heo y o eme ging ma ke s, namely in Indonesia, by in eg a ing Rela ionship Ma ke ing
Theo y, Uses & G a i ica ion Theo y, and Social Iden i y Theo y. This cohesi e heo e ical amewo k o e s a mo e ho ough
unde s anding o how digi al in e ac ions and social media s a egies in luence an beha io , iden i y, and loyal y. This s udy's
indings o e nume ous p ac ical implica ions o espo s clubs aiming o enhance hei social media s a egies. The s udy
emphasizes u ilizing in e ac i e and emo ionally impac ul con en o cap i a e ans. Espo s o ganiza ions should emphasize he
c ea ion o con en ha bo h educa es and esona es emo ionally wi h iewe s. By including pe sonal na a i es, exclusi e
con en , and an-led ini ia i es, clubs may cul i a e a heigh ened sense o connec ion and loyal y wi hin hei an base.
The s udy unde sco es he impo ance o esponsi eness in an engagemen . Espo s clubs ha p omp ly and
conside a ely add ess an commen s, inqui ies, and eedback will likely os e deepe ies and enhance an e en ion. Th ough
wo-way communica ion, eams can o i y emo ional connec ions wi h hei ollowe s, augmen ing o al loyal y and ad ocacy.
The indings indica e ha clubs should con inuously e alua e and modi y hei social media ac ics ollowing eal- ime da a and
an beha io . Clubs can u ilize analy ics ools o assess which ma e ial ypes mos e ec i ely engage hei audience and adjus
hei s a egies acco dingly. This da a-cen ic me hodology can assis clubs in enhancing con en quali y and engagemen , ensu ing
he e icacy and ele ance o hei social media e o s. The p incipal objec i e o his s udy was o in es iga e he co ela ion
be ween SMMS and an engagemen ; ne e heless, an un o eseen esul was he e y low deg ee o an in ol emen in o line
e en s (mean = 3.61). Despi e ele a ed engagemen le els on social media pla o ms, he indings indica e ha such pa icipa ion
does no consis en ly con e in o ac ual a endance a club ac i i ies. This gap may esul om a ious sou ces, including logis ical
obs acles, limi ed accessibili y, o he ising p e alence o i ual in e ac ions, especially in espo s, whe e an communi ies
p ima ily ope a e online. This disco e y p omp s signi ican inqui ies in o he essence o an engagemen in he digi al e a. I
indica es ha subsequen s udies should in es iga e he de e minan s ha a ec he con e sion o online engagemen in o o line
beha io s.
This s udy enhances he exis ing li e a u e on an engagemen by syn hesizing a ious heo e ical amewo ks o
elucida e he dynamics o digi al an in e ac ion in espo s. Rela ionship Ma ke ing Theo y unde pins how social media ini ia i es
can os e us , commi men , and endu ing loyal y. This s udy enhances he applicabili y o an engagemen heo y o eme ging
coun ies such as Indonesia by syn hesizing a ious ideas in o a uni ied model, acknowledging he dis inc digi al media usage and
an beha io ha may di e ge om Wes e n con ex s. No wi hs anding he subs an ial indings, his s udy possesses many
limi a ions. The p ima y d awback is he s udy's c oss-sec ional design, which assesses an engagemen a a singula momen .
Fu u e esea ch may employ a longi udinal me hodology o moni o a ia ions in an in e ac ion o e ime and e alua e he
endu ing e ec s o social media echniques.
Fu he mo e, al hough he s udy o e s signi ican insigh s in o he Indonesian espo s landscape, he indings may no
en i ely apply o o he egions o spo ing si ua ions. Fu u e s udies may in es iga e an pa icipa ion in a ious na ions o spo s
indus ies o asce ain whe he he indings a e consis en ac oss di e se cul u al and ma ke con ex s. Mo eo e , he s udy did
no in es iga e he in luence o indi idual ac o s (such as an age, gende , o gaming p e e ences) on an in ol emen . Fu u e
esea ch may examine he impac o demog aphic cha ac e is ics on an pa icipa ion and how clubs migh cus omize hei social
media campaigns o a ious an g oupings. Fu u e s udies should b oaden he scope o engagemen ou comes o encompass
eWOM (elec onic wo d o mou h), sponso pu chasing, b and loyal y, and con en consump ion and pa icipa ion. Fu he mo e,
esea ch migh in es iga e he e icacy o a ious social media pla o ms in enhancing an engagemen and compa e he
engagemen pa e ns o adi ional spo s ans wi h hose o espo s en husias s. Longi udinal s udies and c oss-cul u al
compa isons may yield p o ound insigh s in o he endu ing e ec s o SMMS on an engagemen .
V. CONCLUSIONS
This s udy illus a es ha he Social Media Managemen S a egy (SMMS) is essen ial o imp o ing an engagemen in Indonesian
espo s clubs. The esul s unde sco e he signi icance o in e ac i e, esponsi e, and emo ionally engaging social media con en
in os e ing an loyal y and in ol emen . The s udy enhances he knowledge o an engagemen by inco po a ing heo e ical
pe spec i es om ela ionship ma ke ing, social iden i y, and uses and ul illmen heo ies. The empi ical indings p o ide
ac ionable insigh s o espo s o ganiza ions aiming o enhance hei social media s a egy and cul i a e g ea e connec ions wi h
