Attracting Facebook ‘Fans’: The Importance of Authenticity and Engagement as a Social Networking Strategy for Professional Sport Teams

Mya Pronschinske Groza · Mark D. Groza

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Digital Marketing and Social Media Media and Digital Communication Sports, Gender, and Society

Abstract

Given the availability and usage of social network sites (SNS), professional sport teams are drawn to this medium as a way to reach new and foster existing fan relationships. Despite the ubiquity of social media, however, little empirical research is available on how Facebook page attributes, and other SNS strategies, influence user participation. Grounded in the relationship marketing framework, the purpose of this study is to explore the relationship between the page attributes found on team Facebook pages and user (i.e., fan) participation. An econometric model is developed and tested to determine the impact of page attributes on the number of Facebook ‘fans’ from a census sample of 114 professional sport teams. Results indicate that page attributes signaling authenticity and user engagement have the greatest impact on attracting and maintaining a Facebook fan base.

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References

2005Three Approaches to Qualitative Content Analysis 1994The Commitment-Trust Theory of Relationship Marketing 2003Evolving to a New Dominant Logic for Marketing 2001Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth 1955Reliability of Content Analysis: The Case of Nominal Scale Coding 2003Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning 2010The Impact of New Media on Customer Relationships 2005Collaborating to create: The Internet as a platform for customer engagement in product innovation

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2018Effective entrepreneurial marketing on Facebook – A longitudinal study 2021Social media content strategy for sport clubs to drive fan engagement 2016Facebook use and its relationship with sport anxiety 2017Global marketing strategy in professional sports. Lessons from FC Bayern Munich 2017Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty

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