The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media

Purpose Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on interactive effects within co-creation process. The authors develop a model for synthesizing concepts related in social media, which leads team identification. Design/methodology/approach Participants ( N = 483) were recruited from clubs Persian Gulf Pro League Iran. Structural equation modelling was applied test model. Findings results showed that knowledge facilitates turn Additionally, engagement had moderating effect mediating role association between and Research limitations/implications findings suggest is an important antecedent highlight significance promoting identification highly engaged at football clubs. Originality/value current study contributes field provides significant implications sport marketers.