We love to hate them! Social media-based anti-brand communities in professional football

Popp, Bastian; Germelmann, Claas Christian; Jung, Benjamin

doi:10.1108/ijsms-11-2016-018

Cited by 72 publications

(98 citation statements)

References 46 publications

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“…Highly engaged fans are likely to develop non-transactional behaviours such as positive word-of-mouth; displays of sport fandom; consumer-to-consumer interactions in fan communities; and reading information about the team (Ahearne, Bhattacharya, & Gruen, 2005;deRuyter & Wetzels, 2000). Actively contributing to value co-creation (Popp, Germelmann, & Jung, 2016), sport fans are a classic example of loyal supporters of their clubs in good and bad times, maintaining an enduring and unique relationship with a team they regard as their own (Abosag et al, 2012). These and other unique behavioural patterns in spectator sport can be considered important manifestations of customer engagement behaviours (CEB), defined as 'customers' behavioural manifestations toward a brand or firm, beyond purchase, resulting from motivational drivers ' (vanDoorn et al, 2010, p. 254).…”

Section: Introductionmentioning

confidence: 99%

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

182

144

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Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers' Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.

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Section: Introductionmentioning

confidence: 99%

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

182

144

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“…Popp et al. (, p. 356) observe that ‘members of the online anti‐brand community use dimensions in which the in‐group is superior to the out‐group. They use stereotyping to attribute negative characteristics to the out‐group.…”

Section: Discussionmentioning

confidence: 99%

“…They use stereotyping to attribute negative characteristics to the out‐group. This raises both the status of anti‐brand community members and group cohesion.’ They further argue that ‘glorifying the in‐group and bashing the out‐group is common in anti‐brand communities’ (Popp et al., , p. 357).…”

Section: Discussionmentioning

confidence: 99%

Sports, Instagram, and conflict talk in Englishes

Lee

2019

World Englishes

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This study examines conflict talk and ‘othering discourse’ on Instagram involving the 2018 Winter Olympics hosted in Pyeongchang, South Korea. The disqualification of highly anticipated medalists in short track speed skating events elicited heated online arguments between Korean and Chinese sports fans. A content analysis of antagonistic texts featuring anti‐Korea and anti‐China posts reveals that ‘othering’ practices are predominantly performed by: (1) making reference to seemingly irrelevant details; (2) evoking stereotypical images of a race and/or a nation; and (3) utilizing overtly offensive language or transgressive language. Drawing upon linguistic strategies of encoding ‘us’ vs. ‘them’ dichotomies reported in earlier research, this study shows that explicit disparagement, disapproving representation of the other, stereotyping, and overgeneralization are readily utilized by both parties, who also occasionally engage in verbal reconciliation through lexical and syntactic mirroring.

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“…But, it is not all good news! Disgruntled consumers are quick to post bad reviews and scathing comments either on the company's website [39][40][41] or review sites like TripAdvisor, Manta, Angie's List, or Foursquare [40]. Social media offers an outlet for customers to express disappointment, stories about poor service, and claims about unethical actions by firms, arrange boycotts, and spread bad electronic word-of-mouth (eWOM) on various online platforms-all likely to be harmful to the brand.…”

Section: Segmenting Online Marketsmentioning

confidence: 99%

International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

Villiers¹,

Tipgomut²,

Franklin³

2020

Promotion and Marketing Communications

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In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication strategy and vice versa. Some questions this chapter considers and discusses are: Which segments should firms' international marketing activities (including financial, human resources, and the firm's capabilities) focus on? How do multinationals decide if segmentation efforts are effective? Finally, we will explore how organizations 1 can monitor and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and online marketspace.

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We love to hate them! Social media-based anti-brand communities in professional football

Cited by 72 publications

References 46 publications

Social media and sports: driving fan engagement with football clubs on Facebook

Social media and sports: driving fan engagement with football clubs on Facebook

Sports, Instagram, and conflict talk in Englishes

International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

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