Outcomes of Social Media Marketing in Sport Brands

Álvaro Lopes Dias, Leandro Pereira, Renato Lopes Costa

Source Title: International Journal of Service Science, Management, Engineering, and Technology (IJSSMET)13(1)

ISSN: 1947-959X|EISSN: 1947-9603|EISBN13: 9781799884378|DOI: 10.4018/IJSSMET.298668

MLA

Dias, Álvaro Lopes, et al. "Outcomes of Social Media Marketing in Sport Brands." IJSSMET vol.13, no.1 2022: pp.1-22. http://doi.org/10.4018/IJSSMET.298668

APA

Dias, Á. L., Pereira, L., & Costa, R. L. (2022). Outcomes of Social Media Marketing in Sport Brands. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 13(1), 1-22. http://doi.org/10.4018/IJSSMET.298668

Chicago

Dias, Álvaro Lopes, Leandro Pereira, and Renato Lopes Costa. "Outcomes of Social Media Marketing in Sport Brands," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) 13, no.1: 1-22. http://doi.org/10.4018/IJSSMET.298668

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Abstract

In an increasingly globalized world, social networks appear as an indispensable tool for sports clubs, as they make it easier for them to reach a large number of supporters. The main objective of this study is to measure the impact that this commitment between supporter and club has on the social networks, on the purchase and reference intention. Based on two sequential studies (one survey and in-depth interviews), the methodology aimed to help understand both the viewpoint of the fans and decision-makers. The results show that the commitment between the supporter and the club on the social networks has a positive influence on the relationship between the two; the commitment between the supporter and the club on the social networks has a positive influence on the intention of fans to buy; the commitment between the supporter and the club on the social networks has a positive influence on the intention of reference by the fans.