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Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football club

2020-04-24Journal article Open access
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dc.contributor.authorMachado, Joana César
dc.contributor.authorMartins, Carla Carvalho
dc.contributor.authorFerreira, Frederico Correia
dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo Alexandre
dc.date.accessioned2020-06-08T10:59:02Z
dc.date.available2020-06-08T10:59:02Z
dc.date.issued2020-04-24
dc.description.abstractPurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans). Findings The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption. Originality/value The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.pt_PT
dc.description.versioninfo:eu-repo/semantics/acceptedVersionpt_PT
dc.identifier.citationMachado, J. C., Martins, C. C., Ferreira, F. C., Silva, S. C., Duarte, P. A. (2020). Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football club. International Journal of Sports Marketing and Sponsorship, 21(2), 325-349pt_PT
dc.identifier.doi10.1108/IJSMS-06-2019-0066pt_PT
dc.identifier.eid85082826937
dc.identifier.eissn2515-7841
dc.identifier.issn1464-6668
dc.identifier.urihttp://hdl.handle.net/10400.14/30699
dc.identifier.wos000522866300001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.subjectConsumer engagement
dc.subjectFacebook
dc.subjectFootball fans
dc.subjectInstagram
dc.subjectMotivations
dc.subjectSocial media
dc.subjectSports branding
dc.titleMotives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football clubpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage349pt_PT
oaire.citation.issue2pt_PT
oaire.citation.startPage325pt_PT
oaire.citation.titleInternational Journal of Sports Marketing and Sponsorshippt_PT
oaire.citation.volume21pt_PT
person.familyNameCésar Machado
person.familyNameSilva
person.familyNameDuarte
person.givenNameJoana
person.givenNameSusana C.
person.givenNamePaulo
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id6211-A867-20E2
person.identifier.orcid0000-0003-3798-5299
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-8449-5474
person.identifier.ridE-2200-2014
person.identifier.ridB-3914-2011
person.identifier.scopus-author-id55115340800
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id25824785800
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublicationcac5c148-c5c2-4303-9261-1cca1c107bbd
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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