Percorrer por autor "Berrada, Ouahiba Nhari"
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- The impact of social media fan engagement on Cristiano Ronaldo's brand perceptionPublication . Berrada, Ouahiba Nhari; Romeiro, PauloSocial media has transformed athlete branding by enabling direct communication with fans. Cristiano Ronaldo, one of the most followed athletes online, strategically balances sponsored and personal content to engage his audience and shape his brand. However, little research explores the combined effects of content type, fan engagement, and platform on brand perception. This study examines fan engagement as a moderating factor in the relationship between content type (sponsored vs. personal) and brand perception across Facebook and Instagram. Using a quantitative approach, data was collected via an online survey targeting Ronaldo's fan base. Respondents viewed stimuli representing different content types on both platforms. Findings challenge the assumption that sponsored posts are more effective in brand building, revealing that content type alone does not significantly impact brand perception. Similarly, platform preference (Facebook vs. Instagram) does not moderate this relationship. However, fan engagement plays a key role, showing that highly engaged followers develop a more positive perception of the athlete's brand, regardless of content type. These findings offer practical and academic insights. Marketers should prioritize engagement- driven strategies over content type selection, using interactive elements to boost fan involvement. Academically, the study contributes to digital athlete branding research by emphasizing engagement's role across platforms. Future research should adopt a long-term approach, include more athletes, and explore emerging platforms like X (formerly Twitter) and Tik Tok.