Social Media Management Strategy in Increasing Fan Engagement of Sports Gaming Clubs in Indonesia

This study examines the impact of Social Media Management Strategy (SMMS) on fan engagement among sports gaming clubs in Indonesia. A quantitative methodology was employed to gather data from a survey of 300 participants, which was subsequently analyzed using Structural Equation Modeling–Partial Least Squares (SEM/PLS). This research collects 300 samples from Indonesia using an online survey. The findings demonstrate a robust and statistically significant positive correlation between SMMS and fan engagement (β = 0.68, p < 0.001), indicating that successful social media strategies enhance fan involvement and loyalty. The findings underscore the significance of continuous, interactive, and emotionally resonant material on social media platforms in cultivating better connections between fans and sports gaming clubs. Social Media Management Strategies substantially enhance fan participation and engagement, including material frequency, responsiveness to fan feedback, and interactive elements such as live streaming and polls. This study contributes to the expanding literature on digital fan involvement, specifically in esports within emerging markets such as Indonesia. It underscores the pivotal function of social media management in cultivating enduring fan loyalty and provides pragmatic ideas for sports gaming clubs to improve their social media strategy.