Articlegreen2018

Examining fan engagement through social networking sites

Thiago Oliveira Dos Santos · Abel Correia · Rui Biscaia · Ann L. Pegoraro

88 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Sports, Gender, and Society Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS). Design/methodology/approach A multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions. Findings The results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three constructs were significantly related with the second-order construct of fan engagement through SNS. Additionally, the construct of fan engagement through SNS was significantly related to both online and offline behavioural intentions. Practical implications These findings suggest that teams should use SNS to interact with fans, to allow fans to share experiences and to involve fans in co-creation processes aimed at increasing engagement and subsequent positive behavioural intentions towards the team. Originality/value This study extends previous research by measuring fan engagement through SNS as a multidimensional construct, and testing its predictive effect on fans’ online and offline behavioural intentions. Several suggestions for future studies and strategies for increasing fan engagement can be drawn from this study.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1998Principles and Practice of Structural Equation Modeling 1988On the Evaluation of Structural Equation Models 1994The Commitment-Trust Theory of Relationship Marketing 1979A Paradigm for Developing Better Measures of Marketing Constructs 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework

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2021Social media content strategy for sport clubs to drive fan engagement 2019Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans 2022Customer Engagement in Sport: An Updated Review and Research Agenda 2020Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement 2021Female fans and social media: micro-communities and the formation of social capital

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