Introducing branded communities in sport for building strong brand relations in social media

Popp, Bastian; Woratschek, Herbert

doi:10.1016/j.smr.2015.06.001

Cited by 82 publications

(70 citation statements)

References 77 publications

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“…Some of these variables can be controlled by the professional sport club management and others cannot. These include, among others, branded online communities [104]; fan club membership [105]; and corporate social responsibility (CSR) [106].…”

Section: Implications Limitations and Future Research Directionsmentioning

confidence: 99%

The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia

Pan

Morrison

et al. 2018

Sustainability

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Baseball spectating is one of the most popular leisure activities in Asia. Leisure participants with high well-being levels usually demonstrate loyal behavior to the teams they follow. Previous research indicates that professional sport fans are serious leisure participants and their participation has career qualities. The goal of this research was to investigate the relationship of leisure involvement with the well-being of professional sport fans and the possible mediating effect of organizational commitment, a career-related characteristic, on well-being. Some 406 fans of the Brother Elephants Baseball Team in Taiwan were surveyed. The results showed that leisure involvement positively and significantly influenced fans' well-being and organizational commitment partially mediated the influence of leisure involvement on well-being. This study pioneers the integration of leisure involvement, well-being and organizational commitment in the context of a Professional Baseball League team within Asia. Implications and future research directions are presented.

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Section: Implications Limitations and Future Research Directionsmentioning

confidence: 99%

The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia

Pan

Morrison

et al. 2018

Sustainability

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“…In order to boost trust, brands sponsoring a community need to properly manage the community's mission and its policies, as well as the effects of relations between its members (Porter andDonthu 2008, Preece 2000). However, this control should not be perceived as meddling or as the sponsor placing restrictions upon relationships occurring within the community (Clemons 2009, Popp andWoratschek 2016). Otherwise, it could negatively affect trust (Fournier and Lee 2009).…”

Section: The Experience Provided By the Communitymentioning

confidence: 99%

Consumer engagement in an online brand community

Martínez–López

Anaya‐Sánchez

Molinillo

et al. 2017

Electronic Commerce Research and Applications

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“…Many scholars have examined brands and customer relationships on social media [11][12][13][14]. Gensler, Völckner [4] say that social media enable dynamic and real-time interaction between company and customer, while this new change also lets brand managers lose control of their brand.…”

Section: Social Media and Customer Engagementmentioning

confidence: 99%

How Social Media Can Afford Engagement Processes

Zeng

McKenna

Richter

et al. 2019

Information Systems

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The increasing popularity of social media has led many organizations to find new ways of customer engagement. This paper presents an initial pilot study to explore the affordance of social media in engagement processes. By applying the affordance theory and Porter's process for engagement model, we used a case study approach to examine the case company's Facebook and Twitter content to identify the engagement possibilities of social media. Our preliminary results show that social media opens a new channel for organisations to engage with their customers. We present a preliminary theoretical model to understand the how the functional affordances of social media are socialised in engagement processes, which ultimately gives rise to socialised affordances.

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Introducing branded communities in sport for building strong brand relations in social media

Cited by 82 publications

References 77 publications

The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia

The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia

Consumer engagement in an online brand community

How Social Media Can Afford Engagement Processes

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