Understanding the Effect of Social Media Marketing Activities on Football Fans’ Satisfaction and Engagement: A Study of Portuguese 2nd League Professional Football Clubs

Abstract

General 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.

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

“…We adopt a multi-platform approach, as most studies investigating social media in football tend to focus on a single platform (e.g. Anagnostopoulos et al, 2018;Guzm an et al, 2021;Faria et al, 2022). Simultaneously analyzing multiple social media platforms offers a broader perspective (e.g.…”

“…This preeminent status of social media in football, as argued by Petersen-Wagner and Ludvigsen (2023), is intertwined with the transformation in the production and consumption dynamics of football, reshaping the relationship between clubs, fans, and journalists. For instance, Faria et al. (2022) underline the potential of employing social media platforms such as Facebook to foster enhanced fan satisfaction and engagement.…”

“…This preeminent status of social media in football, as argued by Petersen-Wagner and Ludvigsen (2023), is intertwined with the transformation in the production and consumption dynamics of football, reshaping the relationship between clubs, fans, and journalists. For instance, Faria et al (2022) underline the potential of employing social media platforms such as Facebook to foster enhanced fan satisfaction and engagement. Furthermore, social media can empower fans to play a more participatory role in brand cultivation, exemplified by interactions on platforms like Instagram (Anagnostopoulos et al, 2018) and via sponsors (Parganas et al, 2017).…”

“…The use and potential of social media has been most studied in football (e.g. Faria et al. , 2022; Krzyżowski and Strzelecki, 2023).…”

Mapping digital marketing research in social networks: A short-term bibliometric analysis (2018-2023)

“…The shift from traditional marketing to digital has been fueled by the growth of e-commerce, the presence of smart devices, and the increasing influence of social networks and artificial intelligence on consumer choices (Saura, Palos-Sánchez & Cerdá, 2017;López et al, 2019;Herhausen et al, 2020;Khan, 2021;Daud et al, 2022;Faria et al, 2022;Espina-Romero et al, 2023).…”