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This study aims to investigate how social capital (e.g. cognitive and relational) influences students’ trust (e.g. cognitive and affective) as mediator variables, affecting students’ information sharing activity on Facebook.

The sample consists of 398 valid participants obtained through an online survey and using structural equation modeling (SEM) to test the research hypotheses.

The empirical results indicate that social capital has significant and positive effects on students’ trust (e.g. cognitive and affective-based trust), also mediator variables. Furthermore, the mediator variables partially mediate social capital and information sharing based on the concept of cognition-affection-behavior (CAB).

This study was limited to Indonesian students. Therefore, future study is needed to analyze across cultures and regions. It can help practitioners, regulators and researchers to observe the dynamic behavior on the impact of social capital on social media users’ activities.

Education stakeholders (e.g. lecturers and teachers) can identify the students’ goal and rational concerns to improve their social capital and trust to share information. The government as a regulator needs to support students’ activities on social media to provide updated information regarding economic and social conditions during and after the COVID-19 pandemic.

This study contributes to the literature on virtual communities. Specifically, it considers how social capital influences trust, which subsequently affects information sharing based on the CAB context among Indonesian student’ Facebook users.

The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.

The authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.

The authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.

The Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty.