Understanding the effect of social media marketing activities on football fans’ satisfaction and engagement: A study of Portuguese 2nd League Professional Football Clubs

dc.contributor.authorPereira, Manuel Sousa
dc.contributor.authorRodrigues, Paula
dc.contributor.authorFerreira, Pedro
dc.contributor.authorFaria, Sílvia
dc.date.accessioned2022-04-20T15:18:19Z
dc.date.available2022-04-20T15:18:19Z
dc.date.issued2022-02-01
dc.description.abstractGeneral use and acceptance of the Internet made social networks an indispensable means of communication between organizations and their target. Both individuals and companies create fan pages on online platforms, using them to interact with different receivers and develop personal and business opportunities. While many past studies have analyzed social media importance and growing acceptance, some questions related to the extension of social media platforms as marketing tools and their impact on brand awareness, customer satisfaction, and a relationship in time are still scarce. We want to continue this discussion by focusing on the impact of social media marketing activities on Facebook and football clubs' brand awareness, promoting fans' satisfaction and engagement. We seek to understand whether the Facebook pages of the Portuguese 2nd league football teams have an impact on satisfaction and on the quality of the relationship their fans develop with the club. This study reviews marketing literature on social media, focusing on Facebook, customer satisfaction, and engagement. To empirically test the effects of Facebook activities on fans' satisfaction and continuance intention, a structured questionnaire was applied to a sample of 272 participants, tested using SPSS Statistics version 24.0 and structural equation model - AMOS 24.0 for data analysis. Despite some limitations (sample and object of study), findings indicate that the majority of initiatives on social media marketing – Facebook- contribute in a positive way to supporters' satisfaction and engagement. Portuguese football club managers need to use Facebook as a way to communicate and promote lasting relationships with supporters.pt_PT
dc.identifier.citationFaria, S., Pereira, M. S., Ferreira, P., & Rodrigues, P. (2022). Understanding the effect of social media marketing activities on football fans’ satisfaction and engagement: A study of Portuguese 2nd League Professional Football Clubs. IBIMA Business Review, 2022(2022), Article ID 448483. 10.5171/2022.448483. Repositório Institucional UPT. http://hdl.handle.net/11328/4034pt_PT
dc.identifier.doi10.5171/2022.448483pt_PT
dc.identifier.issn1947-3788
dc.identifier.urihttp://hdl.handle.net/11328/4034
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIBIMA Publishingpt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSocial mediapt_PT
dc.subjectFacebookpt_PT
dc.subjectSatisfactionpt_PT
dc.subjectEngagementpt_PT
dc.titleUnderstanding the effect of social media marketing activities on football fans’ satisfaction and engagement: A study of Portuguese 2nd League Professional Football Clubspt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue2022pt_PT
degois.publication.lastPage9pt_PT
degois.publication.titleIBIMA Business Reviewpt_PT
degois.publication.volume2022pt_PT
dspace.entity.typePublicationen
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameFerreira
person.familyNameFaria
person.givenNamePedro
person.givenNameSílvia
person.identifier.ciencia-idAC15-11F0-83AF
person.identifier.ciencia-id1D19-2036-56AF
person.identifier.orcid0000-0002-6506-7869
person.identifier.orcid0000-0002-7672-3972
person.identifier.ridG-5855-2015
person.identifier.ridAEE-0340-2022
person.identifier.scopus-author-id56166174000
person.identifier.scopus-author-id57216458139
relation.isAuthorOfPublication44e2395d-c2cf-4c8c-af39-28c3062c9195
relation.isAuthorOfPublication8386d958-d5bd-4108-a2a5-dfb226529fdf
relation.isAuthorOfPublication.latestForDiscovery44e2395d-c2cf-4c8c-af39-28c3062c9195

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