نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Introduction: The rapid proliferation of algorithmic content filtering in social media platforms has fundamentally transformed the sports fandom experience, yet the mechanisms through which algorithmic filtering affects fan loyalty remain unclear. This study aimed to investigate the role of algorithmic content filtering in fragmented fan loyalty, with perceived cultural representation as a mediator and algorithmic literacy as a moderator, among fans of Persepolis and Esteghlal.
Methods: A quantitative, cross-sectional survey design was employed. Data were collected from 489 digitally active fans through convenience and voluntary sampling and analyzed using partial least squares structural equation modeling (PLS-SEM).
Results: Algorithmic content filtering positively influenced perceived cultural representation (β = 0.458, p < 0.001), and perceived cultural representation positively influenced fragmented fan loyalty (β = 0.362, p < 0.001). The mediating role of cultural representation (β = 0.166, p < 0.001) and the moderating role of algorithmic literacy (β = -0.197, p < 0.001) were confirmed. The model explained 53.6% of the variance in fragmented fan loyalty.
Conclusion: Algorithmic content filtering leads to fragmented fan loyalty through perceived cultural representation, and algorithmic literacy weakens this relationship. Sports clubs can mitigate the negative consequences of unequal filtering by enhancing algorithmic transparency and promoting algorithmic literacy among fans.
کلیدواژهها English
