Exploring social media influence on fan satisfaction toward spectators during football matches at UTHM

This study investigates the influence of social media usage on fan satisfaction among 218 spectators during football matches at Stadium Universiti Tun Hussein Onn Malaysia. By examining key factors such as trust, commitment, and intimacy, the research addresses a localized gap in understanding how digital interaction shapes the live sports experience within a Malaysian university setting. Using structured questionnaires, the study employs descriptive statistics and Pearson correlation analysis to evaluate the relationship between social platform engagement and spectator satisfaction.