Creating a fan bond with a football club on social media: a case of Polish fans

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

“…Several studies have found that interacting with a brand on social media increases the likelihood that a customer will buy from that brand again (Dandis & Al Haj Eid, 2022). Krzyżowski & Strzelecki (2023) found that consumers are more likely to repurchase and become brand champions after developing an emotional connection with a brand through social media interactions (Krzyżowski & Strzelecki, 2023).…”

The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues

“…While the relationship between social media and football has previously been studied, primarily from the perspective of clubs or footballers (e.g. Anagnostopoulos et al, 2018;Doyle et al, 2022;Krzy_ zowski and Strzelecki, 2023;Zakerian et al, 2022), there is a gap in understanding of how football leagues utilize their social media profiles for communication, branding, commercial purposes, and fan engagement, among other activities. This study bridges this research gap by employing the relationship marketing framework to examine eight professional football leagues' Facebook, Twitter, and Instagram profiles from three geographical regions (Europe, South America, and North America).…”

“…For instance, Aichner (2019) analyzed Facebook, YouTube, Instagram, and Twitter posts from 78 European football clubs, categorizing content into groups: 1-News/facts, 2-Results/goals/saves, 3-private, 4-emotional, and 5-advertisements. Conversely, Krzyżowski and Strzelecki (2023) delved into the factors influencing Polish football fans in establishing stronger bonds with clubs through social media, revealing the importance of fan-to-fan interactions, information, and entertainment. This awareness of fan preferences facilitates the promotion of targeted social media campaigns, enables personalized relationships with fans, and creates opportunities for effective advertising (Sussman et al.…”

“…Faria et al. , 2022; Krzyżowski and Strzelecki, 2023). As such, sporting events like the FIFA World Cup and top-tier international leagues, including the Premier League in England, the Bundesliga in Germany, LaLiga in Spain, Serie A in Italy, and Ligue 1 in France, generate vast levels of audience engagement and exert substantial economic influence (Aguiar-Noury and García-del-Barrio, 2022).…”

“…While the relationship between social media and football has previously been studied, primarily from the perspective of clubs or footballers (e.g Anagnostopoulos et al, 2018;Doyle et al, 2022;Krzy_ zowski and Strzelecki, 2023;Zakerian et al, 2022),. there is a gap in understanding of how football leagues utilize their social media profiles for communication, branding, commercial purposes, and fan engagement, among other activities.…”