Abstract
The growth of X (formerly Twitter) has changed the way on how football fans behave, creating a notable power shift in the fan-club dynamics. Fans are no longer passive bystanders and receivers of content, but instead wield considerable influence as active creators, curators, and distributors of social media content, as well as their choice of content selectivity. This study identifies of what is known as “Fan-Group Generated Content” (FGGC), a form of user-driven content created by fan accounts as a transformational change of the initial norms of how the culture between fans and clubs would function. Distinct from User-Generated Content (UGC), FGGC creates an unidentified and unique position of where fan accounts operate, as they are a mixture of influencers, content creators, and opinion leaders. Focusing on transnational Liverpool FC fans in Malaysia, this study explores how local cultural nuances shape the creation and engagement of fan content. Utilizing a netnographic approach by collecting online data from X, this study then employs a social network analysis to uncover conversational patterns, relationship dynamics, and influential figures around whom fan engagement revolves. Additionally, a visual discourse analysis reveals how FGGC is constructed, interpreted, and communicated, highlighting recurring themes that foster fan engagement. The findings underscore how X has become a foundational platform for building a dynamic online community, establishing a multi-dimensional relationship between fans and clubs that transcends traditional two-way communication.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Global Sports Local Cultures
KEYWORDS
Fan Engagement, Football, Transnational Fans, Social Media, Fan Account
