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Edition description

Like, Share or Comment ‘Till We Die: Analyzing Football Fans’ Engagements, Identity and Loyalty on Social Media

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Alternative title:

Like, Share or Comment ‘Till We Die: Analyzing Football Fans’ Engagements, Identity and Loyalty on Social Media

Kaya, Sabri ; Argan, Metin ; Argan, Mehpare Tokay

sports marketing ; social media ; team identification ; fan engagement ; fan loyalty

Peer reviewed ; Sport and Tourism. Central European Journal ; Vol. 7 ; No. 1 ; pp. 69-91

Football clubs have increasingly recognized the importance of social media networks as crucial tools for communication and interaction with their fans, both online and offline. The purpose of this study was to develop an all-encompassing conceptual model that scrutinizes the complex interconnection among fan engagement, team identity, and loyalty on social media channels, with a particular focus on football. Data were collected via an online survey involving 264 avid football fans associated with three prominent clubs in the Turkish Football Super League. The measurement of social media engagement encompassed three sub-dimensions: consumption, contribution, and creation. Hypotheses were tested using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results confirmed four out of seven hypotheses, providing evidence of significant associations between the constructs under investigation. The findings revealed meaningful connections between fan engagement, identification, and loyalty behaviors, such as liking, sharing, and commenting on social media platforms. The findings of this research bear multiple implications that offer significant insights for football managers and sports marketers seeking to enhance fan involvement through the implementation of advanced social media strategies. Furthermore, this study enhances our understanding of social media habits among fans, providing a precious asset for marketing professionals who utilize social media networks in their marketing strategies.

Place of publishing:

Czestochowa

Jan Dlugosz University Publishing House

2024

article

application/pdf

oai:dlibra.bg.ajd.czest.pl:7312

Resource Identifier:

ISSN 2545-3211 ; e-ISSN 2657-4322

10.16926/sit.2024.01.05 ; click here to follow the link

eng

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Jan Dlugosz University Publishing House

Main Library of the Jan Dlugosz University in Czestochowa