Investigating how social media marketing drives sustained fan involvement and loyalty among Malaysian football supporters / Muhammad Norhikmah Abdol Kadir and Nur Hani Syazwani Bakri

Social media marketing significantly influences fan engagement, particularly among football supporters like Ultras Melaka. This study identifies key social media marketing factors, fan engagement determinants, and examines their relationship. Addressing gaps in authenticity, consistency, and personalized interactions, it aims to enhance fan loyalty and long-term club support through effective social media strategies. This quantitative study utilized a survey distributed via Google Forms using a simple random sampling technique. A sample of 158 Ultras Melaka fans was determined using Krejcie and Morgan’s method. Data were analyzed using correlation analysis with Jamovi to explore the relationship between social media marketing and fan engagement.