Dinamika Sosial Loyalitas Penggemar Panjat Tebing Di Dunia Maya: Studi Kasus Akun Instagram

Abstract

The development of social media has transformed the ways in which sports communities build relationships and sustain fan support. Instagram functions not only as an information medium but also as a space for social interaction that enables the formation of digital fan loyalty. This study aims to examine the social dynamics of sport climbing fan loyalty in cyberspace through a case study of the Instagram account @fptibone. The research employs a qualitative approach with a case study design. Data were collected through online observation of posts and interactions on the @fptibone Instagram account, as well as semi-structured interviews with the account administrator, athletes, organizational officials, and active followers. Data analysis was conducted using thematic analysis with triangulation of methods and sources. The findings indicate that fan loyalty is formed through four main dimensions: affective, participatory, identity-based, and normative loyalty. These forms of loyalty are influenced by content consistency, emotional closeness to athletes and the local community, and two-way interactions between the account and its followers. Furthermore, fan loyalty is reproduced through social mechanisms such as the strengthening of collective identity, the diffusion of supportive behaviors among followers, and the normalization of digital support as a legitimate form of community participation. This study highlights the important role of social media in building and maintaining local sports fan loyalty in the digital era.