Categorizing engagement behavior in sport brand communities – an empirical study informed by social practice theory

Abstract

ABSTRACT This study ventures into uncharted territory by focusing exclusively on digital platforms to scrutinize engagement practices within sport clubs and their pivotal role in nurturing vibrant brand communities. By employing a multifaceted methodological framework that blends netnography, document analysis, and semi-structured interviews, it delves into the nuanced ways clubs employ digital strategies to foster active participation and cultivate a sense of belonging among community members. A novel aspect of this research is its consideration of digital engagement platforms as the social context, analyzing how the surrounding social environment influences and enhances digital engagement practices. Furthermore, the study breaks new ground by extending its analysis beyond dyadic relationships to explore the network effects on engagement practices. Therefore, it offers a comprehensive understanding of how these dynamics contribute to the development and sustainability of sport brand communities. The findings reveal the critical importance of diverse engagement practices in fostering meaningful interactions that strengthen a sport brand community fabric. This research enriches the field by presenting actionable insights for sport clubs to refine their digital engagement strategies in the context of broader social networks and effects. This paper makes a significant contribution to the literature by illuminating the complex interplay between digital engagement, social context, and network dynamics in the cultivation of sport brand communities.