Purpose This study aimed to examine the impact of cognitive engagement on eFANgelism through the mediating role of sports team love. Design/methodology/approach A conceptual model was designed to formulate hypotheses, which were then tested quantitatively through Partial Least Squares Structural Equation Modeling (PLS-SEM). Data for testing the model were collected from 313 sports fans of Young Africans Sports Club and Simba Sports Club in Dodoma City, Tanzania. Findings The study revealed that elevated levels of cognitive attention and absorption inspire sports fans to cultivate a strong passion and commitment to their team. In turn, these highly passionate and dedicated fans are motivated to express their loyalty through evangelistic behavior. Originality/value By contributing to the extension of brand evangelism into sports industry, this paper highlights the pivotal role of cognitive engagement in encouraging sports fans toward eFANgelism. This study is one of the few scholarly efforts to shed light on the mechanisms that can inspire fans to exhibit evangelistic behavior.
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David Amani (2025) studied this question.
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