Journal of Strategic Marketing · 2017 · 314 citations · 61 references
BusinessMarketingMarketing ManagementBrand ManagementDigital MarketingSocial Media MarketingCustomer EngagementFan StudiesFandom StudiesOnline Brand ManagementSocial MediaUses And GratificationsFan ParticipationGratifications ObtainedGratifications SoughtOnline Social InteractionSocial Media ConsumptionSocial Media GratificationsSocial Media ParticipationSporting Clubs
Sport fans form distinct offline and online relationships with their teams, yet research on social‑media fan engagement remains scarce. This study seeks to uncover the motivations behind and mechanisms of football club fans’ engagement on Facebook. Using a Uses‑and‑Gratifications lens and the Consumers’ Online Brand‑Related Activities framework, the authors surveyed 562 UEFA‑league club fans, examining seven motivations and three engagement dimensions. Information, Empowerment, and Brand Love primarily drive consumption, contribution, and creation, while Integration and Social Interaction rank second, offering managers new online engagement opportunities.
Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers’ Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.
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