Social Media Influencer Marketing and Sports Tourism Development: The Role of Okwuluora in Mobilising Fan Engagement for Rangers International FC in Enugu State, Nigeria (Published)
Sports tourism has emerged as an important driver of destination development, particularly in cities with strong sporting cultures. However, limited research has examined the role of social media influencers in mobilising sports fans and stimulating tourism demand in emerging economies. This study investigates how influencer marketing contributes to sports tourism development through fan engagement and stadium attendance in the context of Rangers International F.C. in Enugu State. The study specifically explores the influence of Okwuluora, whose digital advocacy has mobilized supporters and promoted match attendance. Using survey data collected from football supporters and analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM), the study examines relationships among influencer promotion, team identification, fan engagement, digital word-of-mouth, stadium attendance, and sports tourism demand. The results reveal that influencer promotion significantly enhances fan engagement, team identification, and digital word-of-mouth communication. Fan engagement and digital word-of-mouth subsequently increase stadium attendance, which in turn contributes to sports tourism demand. Mediation analysis further indicates that fan engagement and stadium attendance serve as key mechanisms linking influencer promotion to tourism outcomes. The study contributes to sports tourism literature by demonstrating how grassroots digital influencers can stimulate sports-related travel and destination promotion. The findings provide important implications for sports clubs, tourism marketers, and policymakers seeking to leverage social media influencers as strategic partners in developing sports tourism destinations in emerging economies.
Keywords: Sports tourism development, digital word-of-mouth (eWOM), fan engagement, football tourism, social media influencer marketing