The Effects of Value Co-creation on Fan Identification With the Mediating Role of Social Capital: A Study of Online Communities of Soccer Clubs

The purpose of this study was to determine the effect of value co-creation on fans' identification, with the mediating role of social capital, in online communities of soccer clubs. The study was applied in terms of purpose and descriptive-correlational in terms of data collection and analysis. The statistical population was comprised of the followers of the two Instagram pages of Persepolis and Esteghlal soccer clubs. The optimal sample size was determined by G-Power to be 190 individuals, who were then selected via convenience sampling method. For data collection, Lin and Lu’s (2011) social capital questionnaire, Mael and Ashforth’s (1992) identification questionnaire, and Hsieh’s (2015) value co-creation questionnaire were used. The content validity of the questionnaires was checked and confirmed by sports management experts, and their reliability by Cronbach's alpha, composite reliability, and factor loadings. The data were analyzed using Partial least squares structural equation modeling (PLS-SEM). The results showed that value co-creation has a positive and significant impact on both fans' identification and social capital. Moreover, it was revealed that social capital influences fans' identification positively and significantly. In addition, value co-creation had a positive and significant impact on the fans’ identification through social capital. Thus, by investing in their online communities, clubs can provide the basis for interaction, networking, value-creation, and a stronger bond with fans.