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The growing use of social media has resonated with scholars to examine the role of social media in society. Given that sports are an integral part of American society, it is imperative to ask how the use of social media for sports is associated with individuals’ lives. In an attempt to answer this question, the current study employs the concept of social identification and social capital as a theoretical framework. Using survey data collected in the domain of college sports, the path analysis demonstrates the interlinked relationships between the use of social media, social capital, identification, and life satisfaction. Particularly, it is noteworthy that the use of social media is positively related to the production of social capital and life satisfaction both directly and indirectly through identification. Theoretical and practical implications are discussed.

The effect of social media on social capital and life-satisfaction in the case of college sports