Designing a Smart Governance Model for Intergenerational Interactions of Sports Fans in Social Media

Abstract

This study aimed to explain generational differences in social media use among sports fans and to derive implications for smart governance. Adopting a qualitative approach and based on Gioia’s methodology, the study analyzed data obtained from secondary analysis at three levels: first-order codes, second-order themes, and aggregate dimensions. The findings showed that Generation X places the greatest emphasis on official news, source credibility, historical analysis, and privacy protection; Millennials view social media as a platform for interaction, data comparison, participation in polls, and involvement in club decision-making; and Generation Z shows a stronger preference for speed, visual content, proactive engagement, and the use of influencers. Accordingly, second-order themes such as data quality and credibility management, smart personalization, participatory decision-making, generational conflict management, digital inclusion, and digital trust and credibility were identified. Ultimately, three aggregate dimensions of smart governance—data-driven governance, communicative governance, and regulatory governance—were proposed as the final conceptual model. The results indicate that managing fan relations in digital spaces requires an understanding of generational differences and the design of strategies tailored to each generation’s informational, communicative, and supervisory needs. In addition to extending the literature on generational differences and social media, this study offers a conceptual framework for policymaking and the smart management of intergenerational interactions in the sports context.