Japanese National Basketball Association fans and social media acceptance: exploring the role of brand respect

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.